12 Days of Converse, Converse.com

Background: 12 Days of Converse is a holiday campaign in which we promote new products each day in order to inspire the Converse shopper to shop with Converse.com and find all the gifts on their shopping list. The goal of this project was to incentivize our users to participate in this campaign and to purchase product throughout multiple days of the campaign.

I led UX direction and collaborated closely with our design agency and internal teams in order to create an experience that would drive revenue and customer acquisition at the height of the holiday season.

This campaign was hugely profitable and exceeded projections on revenue (company confidential performance/results).

Key Strategies and Tactics

Incentivize our shoppers

• Designed a flexible system accommodating multiple product types and product states (coming soon, available now, and sold out).

• Identified areas of site to carry campaign’s story through the full user journey, blending storytelling and shoppability.

• Strategized long term customer retention by leveraging our acquisition and customer engagement programs (email and SMS).

Leverage our current site capabilities

• Aligned with cross-functional teams in order to create a user journey that was low maintenance and effort.

• Designed full end to end 12 Days of Converse experience for both our North America and Western Europe geos.