Increased revenue and reduced turnaround time through optimised workflows.
My role
For this project I led a team of 10 talented designers, developers and stakeholders for WeTransfer’s key accounts and initiative to grow, maintain, standardise and streamline processes. I saw the opportunity to design client design systems and specs guidelines to ensure a smooth collaboration between clients, designers, developers and sales resulting in increased revenue from clients and the ability to expand across more markets.
Cross-functional project
For this project I was the bridge between cross-functional teams and between the clients (Adobe & Shutterstock in this example). I was responsible for design strategy, execution, improving processes, managing research efforts, creative strategy and growing the key-accounts while closely collaborating with Ad-tech, Engineering, Sales, Product, UXR and Design.
Contributions
Guidelines
Creative Strategy
UX Strategy
Cross-functional Leadership
Client Design Systems
User research
Role:
Creative Lead
Timeline:
3 - 6 months
Tools:
Figma, WeTransfer Paste
Team & Stakeholders
Developers (3)
Designers (4)
Head of Ad-tech (1)
Head of Engineering (1)
Head of Creative Studio (1)
Adobe
Shutterstock
Year
2021
Context
WeTransfer streamlines the workflow process for millions of creative professionals. Next to that they have an advertising platform of which a lot of brands love to use.
Problem
As the company, budgets and client base were rapidly growing it was crucial to become more systematic in our approach. Our current manual processes result in messiness and inefficiency. There's minimal optimization of wallpapers, leading to more "one-time" collaborations and insufficient data measurement post-launch. Additionally, demand often exceeds our capacity, highlighting the need for a more consistent and systematic workflow to save time and improve overall productivity.
Challenge
As the company and client base were rapidly growing it was crucial to become more systematic in our approach and reduce turnaround time.
Goals
To meet the needs of clients who often spend over 500K, we wanted to enhance our capacity to serve more clients simultaneously. Keeping up with high demand requires consistent and efficient workflows to ensure timely delivery. Next to that our goal was to improve collaboration and communication with clients to maintain strong relationships and achieving better outcomes.
Outcome
The team effort led to improved efficiency and collaboration among our teams and key clients, facilitating market expansion. This drove significant YoY revenue growth and a +175% increase in client investment in one account.
+173%
Increase in investment by biggest key account (2X more compared to previous year)
3+
Market expansions due to increase in efficiency.
~30%
Reduced project turnaround time by optimisation of templates, guidelines and workflows
❤️
Increased satisfaction of clients and internal teams
5x
Workshops educating on UX Research & Data to improve metrics and performance of Ads
🤝
Increased retention of clients who where more satisfied with our speed and efficiency.
Solution
Improve collaboration with clients through better services and processes.
Customized design systems signed-off by clients.
To improve efficiency I supported in the creation of design systems for some of the key accounts with the goal of creating more consistency in the overall campaigns so designers and developers could easily step in and use the design systems making it much easier to speed up production and work in a more systematic, concise and efficient way.
Standardised and fixed coding templates for low tier formats to re-use.
Next to the creation of these design systems, I also sat with a developer to brainstorm and create fixed responsive coding templates for the more common, low tier formats and we found a way to standardize them in github. This way developers could use existing fixed coding templates with the same code that were consistent to the design systems and responsive sizes. (instead of redo things like button sizes, headings and paddings manually.)
Best practises & playbooks for the key accounts.
To improve client communication I created guidelines around best practises and documentation for the available type of formats and assets we needed from the client in order to create a successful campaign. By making this process visual improved collaboration with clients.
Proposing research to clients to improve ROI and retention.
A/B Testing 🔍
To offer more value to clients we proposed A/B tests and 5 second tests with the goal of optimising the CTR of the wallpapers. This ranged from copy, images, video’s, short vs. long form content, and positioning in CTA and logo’s.
Brand Perception Ad surveys ☑️
Next to A/B testing we send out survey’s to gain better understanding of how our advertisements were received and their attitude towards the brands.
Improved data reports to share with clients afterwards
Next to research, I set up workshops with Sales to improve on how we can optimize after campaigns. We optimized our data reporting services where Design & Sales collaborated to create customized decks with all the metrics and invited the clients to reflect on the outcomes, and see where there are opportunities to improve, which in turn improved retention.
Business Impact
The team effort led to improved efficiency and collaboration among our teams and key clients, facilitating market expansion. This drove significant YoY revenue growth and even an +173% increase in client investment from the biggest key account.