Sweepstakes
UX Strategy & Conversion Optimization
The Challenge
Previous sweepstakes campaigns suffered from low entry completion, weak email performance, and inconsistent design across landing pages and emails. Users were confused by the sign up form, email sequence, unclear deadlines, and no feedback, which led to drop-offs, low engagement, and limited awareness of the campaign.
My Role
As the Senior UX/UI Designer, I led the full redesign of the BUBBA Sweepstakes experience, improving the signup journey, refining the cross-channel structure, and creating a scalable design system across web, email, paid media, and motion.
My work helped increase sweepstakes participation, grow subscribers by 140%, and deliver email CTR performance up to 6× above industry standards.
Research & Key Insights
I reviewed analytics from previous campaigns, audited user flows, and analyzed email performance. This revealed issues such as unclear confirmation states, long form fields, low visibility, and a lack of a dedicated landing page.
These insights shaped a simpler, clearer sign-up journey and improved communication across channels.
Experience & UX Flow Redesign
Based on insights and identifying key pain points and user frictions, I helped map out the new campaign user flow with BUBBA’s team for both new and returning customers by allowing them to start the new UX through local events, scanning a QR code, an Instagram video ad, or the new email campaign.
Design Strategy & Execution
I created early wireframes to validate structure, interaction order, and content hierarchy for the landing page aligned to improve user experience and business goals, I also produced a fully refreshed high-fidelity experience, for each layouts.
Email Design and Motion Design
I also built a scalable campaign design system with reusable components, designed the full email flow, and created high-fidelity mockups with motion design preview to present to steakhoalders and users.
Motion, Content & Marketing Experience
I created the motion design for the emails and video ads, in addition to the production and post-production of the full videos, to attract users unfamiliar with the sweepstake campaign.
Development & Delivery
I developed the landing pages, emails in WordPress with Gravity Forms, integrating Mailchimp automation, implementing a custom countdown timer (HTML, CSS, JavaScript, PHP), and performing QA for responsive behavior and visual accuracy.
Campaign Impact & Results
My UX leadership and cross-channel redesign significantly elevated campaign performance across email, paid media, and onsite engagement.
Email Performance:
• CTR reached 6× the industry average
• 2.5× higher CTR compared to peer benchmarks
• 16.2% open rate, above industry standards
• 140% growth in subscriber count
Audience & Growth Impact:
1,000+ sign-ups from campaign traffic
Strongest engagement from 45%+ female demographic
67% YoY increase in site visitors
- Scalable UX framework repeatable for future sweepstakes
