Studying UX & Interaction Design has taught me how people interact with the digital world. This knowledge extends far beyond website building. When I graduated in 2023, I faced a challenging job market. Instead of seeing this as a setback, I pivoted my expertise to craft holistic digital experiences. Since joining Sano in November 2023, I've applied my understanding of digital interaction to create a social media approach that uniquely connects with their customer base, particularly those aged 25-44.
Using a UX-driven approach ensures that design decisions are based on how people interact with content, making it easier for them to engage and take action. Every element—visuals, text, and structure—is chosen to reduce friction and guide users toward a purchase. Fast-paced edits, clear messaging, and minimal steps between interest and action help improve engagement and conversion. This approach has directly contributed to measurable results, including a 150% increase in engagement in three months and steady month-over-month growth. By focusing on user behavior, design becomes a key driver of business success.
- 150% increase in engagement in the first three months
- Increasing engagement across social accounts by at least 50% each month
- Christmas gift card campaign leading to €4000 in sales
Viral TikTok & Instagram videos may be entertaining but don't always lead to sales. The user journey above shows a typical user journey following a viral video. There are a few key pain points in this process:
1. There are too many steps between the viewer seeing the video and deciding to buy something.
2. Most people that see a viral video won't be repeat customers; or even customers at all. You aren't reaching the key people that will connect with and care about your business.
Following a user-centered approach, I ask key questions to determine what audio, storytelling, and visuals resonate with Sano's audience:
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The answers to these questions vary depending on industry, but when it comes to pizza, the answers are simple:
By following this strategy, I am able to use the algorithm in a more effective way to target critical customers. This approach helps me to create more meaningful connections with my potential customers and ultimately leads to increased sales.
By taking a user-centered approach to social media marketing, I've delivered significant results for Sano. Through mindful attention to trends and audience preferences, I've created a social media experience that forms meaningful customer connections, particularly with our core demographic of young professionals and families. This approach will continue driving strong engagement and sales as we refine and improve it through regular audits and content planning.
UX Lead for a website redesign with the Scottish Tech Army, partnering with Fortune Works charity to create an accessible site for adults with learning disabilities, based on prior user research.
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