Role
Digital Advertising & Product Designer
Team
Sole Designer
Timeline
Nov 2023 - June 2024 (8 months contract)
Blue Guardian is an AI-driven mental health initiative focused on supporting the well-being of young people. Utilizing advanced chatbot technology, Blue Guardian delivers personalized, empathetic interactions designed to address and support youth mental health challenges.
Starting Point: Blue Guardian needed to establish an effective email marketing strategy from the ground up to reach and engage users directly.
Action Taken: I designed the entire email marketing content, focusing on crafting messages that resonate with the target audience and drive engagement.
Tools & Techniques: Utilizing my skills in digital marketing, I developed personalized content for different user segments, integrating compelling calls to action and tracking metrics for continuous improvement.
Outcome: This foundational work set up a robust email marketing strategy, resulting in significantly higher open and click-through rates, and laying the groundwork for ongoing digital engagement strategies.
Starting Point: As a startup aiming to connect with a younger demographic, particularly new university students, it was crucial to engage them where they are most active.
Action Taken: I developed a partnership strategy with university-specific class groups on Instagram, such as "UBC 2024" and "UofT 2025." This involved creating content in collaboration with these groups to introduce our brand and services in a context that resonates with new students.
Tools & Techniques: I designed various promotional materials, including posters and digital flyers, using graphic design tools such as Figma and Adobe Illustrator to ensure they were visually appealing and suitable for social media sharing.
Outcome: This targeted approach helped us gain a foothold in the student market, moderately increasing our brand's visibility and engagement on Instagram, which was crucial for our early-stage community-building efforts.
Starting Point: The old website was failing to engage a diverse audience effectively and needed a visual and functional overhaul to enhance user experience.
Action Taken: I led the redesign of the entire website, prioritizing improvements in user experience and visual appeal to ensure the platform was both intuitive and engaging.
https://www.figma.com/proto/bLxOSiNstQbduQXTHUt8Yy/Blue-Guardian?node-id=2681-9490&t=4tdy8SVGMQJJ9sfS-1&scaling=min-zoom&content-scaling=fixed&page-id=1548%3A589&starting-point-node-id=2681%3A9490&show-proto-sidebar=1
Current Status: The latest version of the Blue Guardian website is still under development and continuously evolving to better meet user needs. It can be viewed at https://www.blueguardian.ca/.
Tools & Techniques: Utilized Figma for designing and prototyping, incorporating user feedback into multiple iterations to refine the interface and improve accessibility.
Outcome: The redesigned website significantly enhanced user engagement, as demonstrated by improved metrics such as reduced bounce rates and longer session durations. This set a new benchmark for digital excellence at Blue Guardian, contributing to a stronger online presence.
Starting Point: There was a need to clearly communicate the unique features and services offered by Blue Guardian in a manner that was both engaging and easy to understand.
Action Taken: I led the development of motion graphics that effectively highlighted and explained the key features of our services. This visual approach was aimed at enhancing user understanding and engagement.