Phade, a brand committed to sustainability, partnered with me and my team to reimagine their online presence and tell a bigger story than just being "the straw company." Our goal was to create a website that truly connected with their audience while reflecting their mission and values. We focused on thoughtful, intentional design that aligned with their brand and vision. After launch, we continued refining the site to ensure it met the needs of users and the company alike. This project is a great example of blending creativity with strategy to engage an audience and amplify a brand's impact.
Tools
Figma, Sketch, Wordpress
PHASE I
Research and Insights
Led extensive qualitative and quantitative research efforts, including interviews with key stakeholders, customers, and distributors, as well as SEM analysis and deep dives into the science of bioplastics and the global plastic crisis.
Uncovered a key B2C insight: consumers want to feel good without making sacrifices, which informed the creation of a unique '4th R' ('REPLACE') content series.
Collaborated with account services and Martech teams to develop a comprehensive audience insights and segmentation strategy that guided consumer-focused design decisions.
Identified a golden nugget of B2C insight that people want to feel good without sacrifice
PHASE II
Integrate and Launch Tactics
Designed and led the development of a scalable, user-centered modular design system that embodied the Phade brand identity while prioritizing ADA compliance, SEO best practices, and mobile-first responsiveness
Collaborated cross-functionally to create engaging, high-converting campaign pages that enhanced the user experience and aligned with business goals.
Assisted with the launch of an effective paid search (SEM) campaign linked to segmented B2C and B2B landing pages
Created a consistent set of creative assets including, banner ads, social ads, landing pages, SEM, and more
Figma Design at multiple break points for developers
Campaign Ad "Kiss It Goodbye"
Campaign Ad "Cups Shouldn't Last"
Campaign Ad "Gone for Good"
VERY COOL STATS
Our integrated marketing efforts were rewarded with year over year total sales increasing 817% and more than 3,000 online business leads.
The redesigned phade® website launched in January of 2022. Results listed are compared to the previous year:
Number of website users increased by 35%
Number of sessions increased 37%
Number of pageviews increased 69%
Average session duration increased 99%
Bounce rate decreased 58%
Online sales increased 280%
Returning customer rate increased 346%
Average order value increased 148%
CAMPAIGN PAGES
Billionth Straw Campaign Page
To celebrate Phade's huge milestone of selling one billion sustainable straws, I collaborated with internal teams to design a fun, impactful campaign.
