As a digital marketing designer at LendingTree, I help concept and create work for all digital marketing channels (Display, Paid Social, Email Marketing) across all LendingTree products. These creatives were designed and iterated on based on performance and data analysis.
In the Display channel, I work with my team to design various HTML5 banners with user interactions such as drop downs, sliders, rate calculators, toggles, and buttons to garner user attention and interest. Each designed banner is tested and iterations are made based off of best performing banners. The main goal for each banner design is ultimately to encourage user engagement and provide just enough information to lead users to LendingTree landing pages and form flows where they would proceed to get offers for a loan. From consistent testing, I have learned that most of these display designs generate the best results (in terms of click through rate and conversion rate) from simple designs with single interactions and white backgrounds.
In Paid Social, these ads are both video and static and run on platforms such as Facebook, Pinterest, Instagram, Twitter, and Snapchat. I design and work with animators to create a variety of videos ranging from simple rate tables with stock imagery to illustrated animations. Because of the social media platforms these ads are run on, the range of testing is a lot wider compared to the more simplistic approach my team and I use in Display advertising. My main goal for these Paid Social designs is not only to drive user engagement, but to also maintain the aesthetic of the LendingTree brand so that users can develop a sense of brand recognition and loyalty. All the designed concepts are tested and iterated on based off of the best performing designs.
EMAIL MARKETING & CRM
In Email Marketing and CRM, I helped concept a few new ideas ranging from hand-drawn isometric illustrations to flat icons to colorful grids. The designs below were made for a creative team innovation project with the goal to rethink and redesign old email layouts.