Brand and product work during one of the fastest (and most educational) growth periods I've been a part of.
Overview
When I joined LivingSocial, it was roughly 25 people in a small office above the Washington D.C. Hooters in Chinatown. They had just recently launched a daily deals product. Three years later, there were over 5,000 employees across 6 offices in D.C. alone, with a presence in several countries.
In my time as Art Director, I wore many hats and worked at a pace that was incredible. We created the brand in-house, optimized the core product, built new products, launched them, pivoted, and pivoted again. It's hard to sum up all I learned in that short time, but I carry so much of those lessons in speed and discipline with me to this day.
Product Design
LivingSocial's mission was to help folks explore small business in their city by offering discounted specials. At its height, it was offering 6 different product verticals in over 600 markets worldwide.
Part of the challenge I faced was creating a framework to offer this variety of content to customers. I created a standard of image sizes and allotted text for the editorial teams, and a flexible layout framework for each vertical. Usability testing taught us the power of a strikeout price and what needed to be shown up front to a customer.
A city landing page example
LivingSocial Adventures landing page
LivingSocial Escapes landing page
Email was of vital importance to LivingSocial's business model. It was the primary way to get the latest deals to customers and was constantly being iterated on. Small conversion wins were translating into massive sales at the height of the daily deals bubble.
I worked closely with a dedicated email product micro-team to be constantly testing new ideas, big and small, in a state of constant planned iteration, keeping a close eye on the right to remain in someone's inbox.
Family Edition email, targeting family activities
Escapes email example
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