My Role: Wireframes, UX Writing, Testing, and Launch
Tools: Figma, Iterable, and WordPress
Platform: Desktop and Mobile
With over 3 million visitors a year, Georgia Aquarium regularly promotes online seasonal campaigns to incentivize new and returning visitors, drive ticket sales, and increase membership growth. Each campaign includes creative assets and messaging integrated throughout the site, customized ticket flows, and targeted email campaigns.
My responsibilities to connect the Aquarium’s audience with these promotions included creating relevant content to promote each campaign on GeorgiaAquarium.org, updating user flows based on input from stakeholders, crafting custom content for each email campaign, and collaborating with our team to test, launch, and sunset each campaign.
For each campaign, I created homepage heroes with call-to-actions to the purchase flow and featured messaging and graphics that align with Georgia Aquarium’s brand and mission. The dev team and I implemented updates using existing WordPress templates.
President's Day Celebration: Each campaign features a homepage hero section, a landing page, and complimentary emails, all featuring clear messaging and prominent CTAs.
Frictionless Ticket Flow: Considerate messaging during ticket flow guaranteed users were informed of discounts and pricing information.
Each new campaign included an email campaign sent to over 300,000 subscribers. Campaigns included strategic messaging and prominent CTAs, allowing recipients to learn more about each campaign and quickly click to purchase. Emails were designed in Figma and built, tested, and sent via Iterable.
Holidays at the Aquarium: Well-timed emails were delivered to over half a million recipients during the holiday campaign.
Through Google Analytics and Tessitura ticket sale reports, we accurately measured the success of each campaign.
