While developing a Black Friday campaign, I identified a recurring usability gap on the website: customers struggled to determine which itineraries best matched their interests and travel goals. Since the existing site experience couldn’t adequately solve the issue, I proposed and developed an interactive quiz that guided users toward personalized itinerary recommendations based on factors such as preferred activities, wildlife interests, and climate preferences. The campaign combined strategic problem-solving, user-centered design, and engaging interactive content to improve the customer experience while driving stronger engagement and conversion during a high-traffic sales period. I researched third-party quiz plugins, co-wrote and built the quiz, and mapped the user journey.  The quiz was a success and was promoted and shared on social media. It was a useful tool to help segment leads based on their travel interests and learn more about potential guests. This was also the first campaign that incorporated a lead generation component and resulted in over 7,000 new leads and supported a record-breaking 11M in revenue in just two weeks, earning an internal award for Best Black Friday Campaign, and was the highest grossing campaign in the history of the company.

This campaign was a success and we reached our sales goals for the campaign, bringing in over 11 million in sales. I won a company award for most revenue ever generated in the history of the company for any campaign across all regions.

Running a longer campaign with multiple touch-points across channels, and transitioning messaging as we approached the week of Black Friday was a successful strategy. In 2022, I broke records again for Black Friday with a team of two—I built, designed, and helped write the quiz, and designed and executed across web, email, display, and direct mail.