Case Study: AI-Driven Personalization for Email and Landing Page Marketing
Role
Lead Product Designer
Year
2023
Location
Remote
About
As the Lead Product Designer, I spearheaded a zero-to-one project to integrate Generative AI into eBay's email and landing page marketing efforts. The goal was to enhance customer engagement by delivering personalized content tailored to individual user preferences and behaviors. This initiative was strategically aligned with eBay’s broader marketing strategy, including a high-profile partnership with Vogue in February 2023 to showcase eBay’s authentic high-fashion finds.
My role involved developing user-centric design guidelines, creating detailed user personas to guide AI content strategy, and collaborating closely with engineering to ensure the AI-generated content functioned seamlessly and aligned with eBay’s brand objectives. Additionally, I led testing strategies to measure the effectiveness of AI-driven personalization, continuously refining the approach to maximize engagement and conversion rates.
Challenge:
eBay needed to increase customer engagement and conversions through personalized marketing while maintaining brand consistency and quality. The challenge was to leverage AI-driven content creation to scale personalized experiences effectively and align these efforts with high-visibility campaigns like the Vogue feature, without adding significant manual effort.
Approach:
To tackle this challenge, I took a multi-faceted approach:
Strategic Design Leadership: As the design lead, I defined the creative direction for AI-generated content, ensuring it aligned with eBay’s brand voice, marketing goals, and the aesthetic of the Vogue feature.
Cross-Functional Collaboration: I worked closely with engineering to integrate AI algorithms into the marketing tech stack, ensuring that the AI functioned correctly, generated high-quality outputs, and dynamically populated our designed templates.
User Persona Development: Developed detailed personas based on data insights to guide AI content creation, ensuring relevance and engagement across diverse customer segments.
Content Strategy and Guidelines: Created content frameworks and design guidelines to ensure all AI-generated content was consistent, on-brand, and strategically aligned with campaigns like the Vogue feature.
Execution:
Collaborating with Engineering:
Partnered with engineering teams to define AI requirements, ensuring that algorithms could analyze user data (e.g., behavior, demographics) and generate meaningful, personalized content.
Conducted regular design and technical reviews to ensure the AI outputs met the desired quality standards and were seamlessly integrated into our email and landing page templates.
Aligning with the Vogue Feature:
Designed email and landing page templates that mirrored the visual style and messaging of the Vogue collaboration, emphasizing high-fashion themes and curated collections.
Ensured that AI-generated content supported the Vogue feature by highlighting similar high-value items and fashion insights.
Persona and Content Strategy Development:
Created user personas like “Jen” (Gen Z fashion enthusiast) and “Matt” (Millennial collectibles aficionado) to inform AI content generation.
Developed targeted content strategies that ensured the AI-generated emails and landing pages resonated with different audience segments.
Design and Asset Creation:
Designed flexible, modular templates for emails and landing pages that accommodated dynamic AI-generated content while maintaining brand consistency.
Provided detailed design specifications and guidelines to the engineering team to ensure templates functioned as intended with AI inputs.
Testing, Iteration, and Optimization:
Led A/B testing initiatives to measure the effectiveness of AI-generated content against standard templates.
Used insights from tests to work with engineering on refining the AI model and adjusting content strategies, driving higher engagement rates.
Outcome:
The integration of AI-driven personalization, in coordination with the Vogue feature, resulted in:
18% increase in email engagement rates, with tailored content resonating with individual user segments.
12% boost in landing page conversion rates by delivering highly relevant and visually aligned content.
35% reduction in manual workload, allowing the team to focus on other high-impact initiatives, including strategic partnerships like the Vogue collaboration.
My role involved developing user-centric design guidelines, creating detailed user personas to guide AI content strategy, and collaborating closely with engineering to ensure the AI-generated content functioned seamlessly and aligned with eBay’s brand objectives. Additionally, I led testing strategies to measure the effectiveness of AI-driven personalization, continuously refining the approach to maximize engagement and conversion rates.
Challenge:
eBay needed to increase customer engagement and conversions through personalized marketing while maintaining brand consistency and quality. The challenge was to leverage AI-driven content creation to scale personalized experiences effectively and align these efforts with high-visibility campaigns like the Vogue feature, without adding significant manual effort.
Approach:
To tackle this challenge, I took a multi-faceted approach:
Strategic Design Leadership: As the design lead, I defined the creative direction for AI-generated content, ensuring it aligned with eBay’s brand voice, marketing goals, and the aesthetic of the Vogue feature.
Cross-Functional Collaboration: I worked closely with engineering to integrate AI algorithms into the marketing tech stack, ensuring that the AI functioned correctly, generated high-quality outputs, and dynamically populated our designed templates.
User Persona Development: Developed detailed personas based on data insights to guide AI content creation, ensuring relevance and engagement across diverse customer segments.
Content Strategy and Guidelines: Created content frameworks and design guidelines to ensure all AI-generated content was consistent, on-brand, and strategically aligned with campaigns like the Vogue feature.
Execution:
Collaborating with Engineering:
Partnered with engineering teams to define AI requirements, ensuring that algorithms could analyze user data (e.g., behavior, demographics) and generate meaningful, personalized content.
Conducted regular design and technical reviews to ensure the AI outputs met the desired quality standards and were seamlessly integrated into our email and landing page templates.
Aligning with the Vogue Feature:
Designed email and landing page templates that mirrored the visual style and messaging of the Vogue collaboration, emphasizing high-fashion themes and curated collections.
Ensured that AI-generated content supported the Vogue feature by highlighting similar high-value items and fashion insights.
Persona and Content Strategy Development:
Created user personas like “Jen” (Gen Z fashion enthusiast) and “Matt” (Millennial collectibles aficionado) to inform AI content generation.
Developed targeted content strategies that ensured the AI-generated emails and landing pages resonated with different audience segments.
Design and Asset Creation:
Designed flexible, modular templates for emails and landing pages that accommodated dynamic AI-generated content while maintaining brand consistency.
Provided detailed design specifications and guidelines to the engineering team to ensure templates functioned as intended with AI inputs.
Testing, Iteration, and Optimization:
Led A/B testing initiatives to measure the effectiveness of AI-generated content against standard templates.
Used insights from tests to work with engineering on refining the AI model and adjusting content strategies, driving higher engagement rates.
Outcome:
The integration of AI-driven personalization, in coordination with the Vogue feature, resulted in:
18% increase in email engagement rates, with tailored content resonating with individual user segments.
12% boost in landing page conversion rates by delivering highly relevant and visually aligned content.
35% reduction in manual workload, allowing the team to focus on other high-impact initiatives, including strategic partnerships like the Vogue collaboration.
My role involved developing user-centric design guidelines, creating detailed user personas to guide AI content strategy, and collaborating closely with engineering to ensure the AI-generated content functioned seamlessly and aligned with eBay’s brand objectives. Additionally, I led testing strategies to measure the effectiveness of AI-driven personalization, continuously refining the approach to maximize engagement and conversion rates.
Challenge:
eBay needed to increase customer engagement and conversions through personalized marketing while maintaining brand consistency and quality. The challenge was to leverage AI-driven content creation to scale personalized experiences effectively and align these efforts with high-visibility campaigns like the Vogue feature, without adding significant manual effort.
Approach:
To tackle this challenge, I took a multi-faceted approach:
Strategic Design Leadership: As the design lead, I defined the creative direction for AI-generated content, ensuring it aligned with eBay’s brand voice, marketing goals, and the aesthetic of the Vogue feature.
Cross-Functional Collaboration: I worked closely with engineering to integrate AI algorithms into the marketing tech stack, ensuring that the AI functioned correctly, generated high-quality outputs, and dynamically populated our designed templates.
User Persona Development: Developed detailed personas based on data insights to guide AI content creation, ensuring relevance and engagement across diverse customer segments.
Content Strategy and Guidelines: Created content frameworks and design guidelines to ensure all AI-generated content was consistent, on-brand, and strategically aligned with campaigns like the Vogue feature.
Execution:
Collaborating with Engineering:
Partnered with engineering teams to define AI requirements, ensuring that algorithms could analyze user data (e.g., behavior, demographics) and generate meaningful, personalized content.
Conducted regular design and technical reviews to ensure the AI outputs met the desired quality standards and were seamlessly integrated into our email and landing page templates.
Aligning with the Vogue Feature:
Designed email and landing page templates that mirrored the visual style and messaging of the Vogue collaboration, emphasizing high-fashion themes and curated collections.
Ensured that AI-generated content supported the Vogue feature by highlighting similar high-value items and fashion insights.
Persona and Content Strategy Development:
Created user personas like “Jen” (Gen Z fashion enthusiast) and “Matt” (Millennial collectibles aficionado) to inform AI content generation.
Developed targeted content strategies that ensured the AI-generated emails and landing pages resonated with different audience segments.
Design and Asset Creation:
Designed flexible, modular templates for emails and landing pages that accommodated dynamic AI-generated content while maintaining brand consistency.
Provided detailed design specifications and guidelines to the engineering team to ensure templates functioned as intended with AI inputs.
Testing, Iteration, and Optimization:
Led A/B testing initiatives to measure the effectiveness of AI-generated content against standard templates.
Used insights from tests to work with engineering on refining the AI model and adjusting content strategies, driving higher engagement rates.
Outcome:
The integration of AI-driven personalization, in coordination with the Vogue feature, resulted in:
18% increase in email engagement rates, with tailored content resonating with individual user segments.
12% boost in landing page conversion rates by delivering highly relevant and visually aligned content.
35% reduction in manual workload, allowing the team to focus on other high-impact initiatives, including strategic partnerships like the Vogue collaboration.
