SITUATION >

Hiring exercise focused on designing a scalable performance marketing system for display and email campaigns, balancing visual quality with efficiency and measurable impact.

TASK >

Design a flexible campaign system that supports multiple formats, enables testing and iteration, and aligns visual decisions with conversion-driven goals.

ACTION >

I built modular layouts to ensure consistency and fast adaptation across formats.
I structured content to improve hierarchy, reduce cognitive load, and guide attention toward key messages and CTAs.
I introduced variation to support A/B testing of messaging and layout.
Design decisions were guided by expected impact, prioritizing clarity and high-leverage changes under time constraints.

RESULT >

The outcome demonstrates a strong performance mindset, with scalable systems and a clear link between design and user behavior.

Reflection: I identified an opportunity to more explicitly articulate the strategic rationale behind decisions, particularly in connecting visual choices to measurable outcomes and prioritization.