{"id":22929,"date":"2024-12-05T17:54:18","date_gmt":"2024-12-05T17:54:18","guid":{"rendered":"https:\/\/ashleylawton.com\/staging\/6601\/?post_type=portfolio&p=22929"},"modified":"2024-12-11T14:22:57","modified_gmt":"2024-12-11T14:22:57","slug":"100-days-of-holiday","status":"publish","type":"portfolio","link":"https:\/\/ashleylawton.com\/staging\/6601\/portfolio\/100-days-of-holiday\/","title":{"rendered":"100 Days of Holiday"},"content":{"rendered":"

100 Days of Holiday<\/h1>

For the past two years, CNET has run an initiative on site called 84 Days to give users access to gift guides, deals, and more throughout the 84 day period from October through December. In 2024, CNET expanded this initiative, and built a new experience in house, titled it 100 Days of Holiday.<\/span><\/p>\n<\/div>[vc_empty_space height=”64px”][vc_single_image image=”22932″ img_size=”full” alignment=”center” css=””]<\/div><\/div><\/div><\/section>

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  • ROLE<\/span>Lead Senior Product Designer<\/li>
  • TOOLS<\/span>Figma<\/li>
  • TEAM<\/span>Senior Product Designer, Creative Director, Product Manager, Engineering Team, SEO Analysts, Editorial Team, Integrated Marketing Team, Sales Team<\/li>
  • PROJECT LENGTH<\/span>3 months (6 weeks for design, 6 weeks for for development and QA)<\/li>
  • YEAR<\/span>August \u2013 October 2024<\/li>
  • BRAND<\/span>CNET<\/li><\/ul><\/div><\/div><\/div>
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    Project Goals<\/h2><\/div><\/div><\/div><\/section>
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    01.<\/span>BRAND<\/span><\/div>

    Create a unique sub-branded experience for CNET\u2019s 100 Days of Holiday that reflects CNET as the place to shop for this year\u2019s most wanted gifts while also prioritizing our authority in gift guides and holiday advice.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

    02.<\/span>USER EXPERIENCE<\/span><\/div>

    Provide users with an experience that allows them to easily shop gifts for the entire family while also prioritizing discoverable content.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

    03.<\/span>MONETIZATION<\/span><\/div>

    Establish monetization opportunities for the business through ad placements, full page sponsorships, sponsored products, and affiliate revenue streams.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div>

    03.<\/span>EFFICIENCY & OPTIMIZATION<\/span><\/div>

    Optimize our current Flagship Gift Guide and Gift Guide templates to increase shopability for users and increase authority within SEO traffic streams that will work for both 100 Days of Holiday and evergreen content.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>

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    Beginning Phases<\/h2>

    Kicking off this project, the creative director and I knew that branding was going to be an important part of the experience. We began with defining a logo, color palette, and determining an overall structure of the flashship gift guide through competitive research and stakeholder conversations.<\/span><\/p>\n<\/div><\/div><\/div><\/div>

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    Refining 100 Days of Holiday<\/h2>

    Once a brand direction and overall strategy was determined, I began to refine the flagship gift guide experience. The challenge here was to prioritize a shopping experience while also featuring new holiday content and gift guides throughout the experience in unique and discoverable ways.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

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    Go To Market<\/h2>

    One of the larger business goals for this new experience was to be able to sell the experience to partners. To do this, we created a working prototype for our sales team to use during pitches so parters could get a sense of the experience before it was built.<\/span><\/p>\n<\/div>[vc_empty_space][vc_btn title=”View Prototype” style=”outline-custom” outline_custom_color=”#1F1F1F” outline_custom_hover_background=”#45B8AC” outline_custom_hover_text=”#FFFFFF” align=”left” css=”” link=”url:https%3A%2F%2Fwww.figma.com%2Fproto%2FP8z3tastRKQLpzqKQ0jvLS%2F100-Days-of-Holiday-Interactive-Prototype%3Fpage-id%3D0%253A1%26node-id%3D1-7438%26node-type%3Dframe%26viewport%3D630%252C665%252C0.13%26t%3DBCzvQUqj1SFkH5WQ-1%26scaling%3Dscale-down-width%26content-scaling%3Dfixed%26starting-point-node-id%3D1%253A7438%26show-proto-sidebar%3D1″]<\/div><\/div><\/div><\/section>

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    Final 100 Days of Holiday Design<\/h2>

    The final designs of the flagship gift guide featured custom video headers, featured content within the hero, filterable products with multiple purchasing options, numerous sponsorship and advertisement opportunities, and discoverable content all within the 100 Days of Holiday Branding. The new gift guide templates carried through the 100 Days of Holiday branding with the color palette and similar components like the product cards.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

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    Evergreen Gift Guide Template<\/h2>

    Keeping the same structure, the evergreen versions of these templates consisted of stripping out the holiday branding and replacing font styles and colors with global site styles.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

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    Engineering Handoff<\/h2>

    For the engineering handoff, I separated the two page templates on their own pages. Then, for each template I had both the holiday version and the evergreen version of the templates. I also provided detailed notes for each component and the breakdown of screen sizes. One of the more challenging elements to break down was the product cards. They had very specific height minimum and maximums based on product name. I provided rules around how they should flex and where content should become truncated.<\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

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    Business Impact & Learnings<\/h2>

    Overall this project proved to be a huge success. Not only were we able to bring the 100 Days of Holiday experience onto an in-house template, but it also surpassed our overarching business goals. From a monetization perspective, we doubled our revenue from 2023 with over $2M in revenue by mid November. From a performance perspective, the new templates consistently outperformed the year prior in both page views and interaction rates. SEO entries on gift guides were up over 400% vs 2023 and the flagship gift guide was up over 300% in page views vs 2023. <\/span><\/p>\n<\/div><\/div><\/div><\/div><\/section>

    <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"100 Days of HolidayFor the past two years, CNET has run an initiative on site called 84 Days to give users access to gift guides, deals, and more throughout the 84 day period from October through December. In 2024, CNET expanded this initiative, and built a new experience in house, titled it 100 Days of Holiday. [vc_empty_space height=\"64px\"][vc_single_image image=\"22932\" img_size=\"full\" alignment=\"center\" css=\"\"]ROLELead Senior Product DesignerTOOLSFigmaTEAMSenior Product Designer, Creative Director, Product Manager, Engineering Team, SEO Analysts, Editorial Team, Integrated Marketing Team, Sales TeamPROJECT LENGTH3 months (6 weeks for design, 6 weeks for for development and QA)YEARAugust \u2013 October 2024BRANDCNET[vc_single_image image=\"22931\" img_size=\"full\" css=\"\"]Project Goals01.BRANDCreate a unique sub-branded experience for CNET\u2019s 100 Days of Holiday that reflects CNET as the place to shop for this year\u2019s most wanted gifts while also prioritizing our authority in gift guides and holiday advice. 02.USER EXPERIENCEProvide users with an experience that allows them to easily shop gifts for the entire family while also prioritizing discoverable content. 03.MONETIZATIONEstablish monetization opportunities for the business through ad placements, full page sponsorships, sponsored products, and affiliate revenue streams. 03.EFFICIENCY & OPTIMIZATIONOptimize our current Flagship Gift Guide and Gift Guide templates to increase shopability for users and increase authority within SEO traffic...","protected":false},"featured_media":22931,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"closed","template":"","format":"standard","class_list":["post-22929","portfolio","type-portfolio","status-publish","format-standard","has-post-thumbnail","hentry","portfolio-tags-case-study"],"yoast_head":"\n100 Days of Holiday - 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