Go The Extra Mile
Jobable 200,000 Asia Miles Giveaway is an Asia Miles giveaway contest organised by the Jobable marketing team. The goals of organising this campaign are building brand reputation and collecting participants’ CV to expand the job board user base. “The campaign really matters to Jobable”, said the Marketing Manager. I was commissioned to create the campaign site, advertising banners and other marketing assets.
The Asia Miles Giveaway Contest is open to all Hong Kong people and advertised on Facebook and Adwords. By completing tasks through sharing and following, participants will earn a chance to get Asia Miles.
Before designing the campaign site, we have already come up with a key identity to express travel, joy and vivid across the campaign, as well as a good pairing of Chinese and English fonts. The content provided by the marketing team is clear and straightforward, I made few revisions on the Chinese one to make it sounds more natural. Then I outlined the information hierarchy and picturized elements on paper. Building website with Webflow on my first time, all things were done in a fly (call me fast learner 😎). I also setup SEO and Open Graph to ensure the site is shareable on social platforms.
Considering the content weight, a one-page design is the best fit. The only controversy is the order of the three sections. It is obvious that the registration form (change to task list after log in) is the only call-to-action to make things happen, but it is placed at the end the page since it makes more sense to participants:
Convince your users
Compared to the world-famous Asia Miles, people who are not familiar with Jobable will likely judge the organisation based on the content and design quality of the site. If the site asks for personal information at the very beginning, without stating any reasons, people will step back and suspect it is a scam. First impression matters. It either hurts or gains you credibility. Motivating visitors with attractive rewards, visualizing complicated steps are essential to building trust then collecting their data.
The other concern is the lazy response of the form, which is an external plugin couldn’t be taken away as required. In fact, according to previous browser tests, the form takes at least 6 seconds to initiate, the loading spinner is the only thing on the form while loading.
4 seconds of waiting time drops 40% of users.
Therefore leaving the section at the end of the page can definitely buy users few more seconds, rather than giving them signals to wait till the content is ready.
The loading animation on desktop
The website is fully responsive with the selected key visual on one of the banner ads. The button “Enter Now” gives visitors quick access to the form plugin.
Full Page Preview
If you are interested to watch in real, visit Jobable 200,000 Asia Miles Giveaway.
Draft Design for Proposal
Early in the planning stage, I had already assisted on creating 3 sets of banner ads with independent marketing and design direction. These banners are mainly used as Google ads, Facebook ads and Facebook posts.
After the partnership with Asia Miles had been confirmed, I continued with the banner ads, reviewing copies, sourcing photos and creating proper designs. Since creating marketing materials are out of my duties, I was responsible for the first set bilingual and the second set Chinese version only.
At last, I created 66 images in different dimension and orientation and tested them in actual size on the screen one by one. All designs had been reviewed by Asia Miles to ensure it aligns with the brand guideline.
|Product Owner||Work at Jobable|
|Campaign Site||Jobable 200,000 Asia Miles Giveaway|
|Services||UI Design, Graphic Design, Website Development|
|Deliverables||Responsive campaign website, Google Ad banners, Facebook Ads|