The Problem & Strategic Imperative

Air Bank launched a major "100 Reasons" campaign to boost brand awareness and relevance.

The challenge was creating a centralized, dynamic web hub to effectively house and leverage this vast content.

‍

Without it, the campaign's potential to strengthen brand perception, engage visitors, and drive acquisition risked fragmentation and underutilization.

My Process & Contribution

My process was strategically aligned with the overarching communication goals, ensuring digital amplification of the brand campaign from concept to tested UI:

Strategic Alignment & Initial Conceptualization

Campaign Ecosystem Integration

‍I deeply studied the communication plan which outlined how the "100 Reasons" concept spread across various channels, including offline (TV, CLV), online (Meta, YT), PR, social media, and organic search.

This deep dive was crucial for defining the web's role as a central anchor.

Defining Digital Touchpoints

‍We identified key web areas—Homepage, a dedicated Landing Page 100, and relevant Product Pages—as crucial for reinforcing the campaign. This ensured seamless extension of the broader strategy.

Initial Wireframing

Based on the communication map and identified web touchpoints, I developed basic wireframes to define the structural needs and dynamic content blocks required to support the campaign's diverse messages effectively.

UI Design & Iteration

Homepage Redesign

‍We began by designing two distinct UI variants for the Homepage—one with prominent visual elements in the main banner area and one without. This allowed us to test the impact of imagery on initial engagement. The UI generally placed a primary accent on the number "100" as a visual motif.

Novel Landing Page 100‍

A core part of the solution was creating an entirely new Landing Page 100. Inspired by content consumption patterns on platforms like Instagram, we designed a dynamic boar-like layout. This involved varying a single card component in diverse visual and font treatments (with/without images, different typography) to create an engaging and visually interesting grid.

This modular approach was critical for accommodating continuous marketing visuals provided for specific reasons, addressing the challenge of combining design consistency with dynamic campaign content.

Prototyping & User Validation

Extensive Prototyping

We developed four distinct high-fidelity prototypes – two UI variants (with/without visuals on HP) for both mobile and desktop – ensuring a comprehensive testing environment.

Qualitative User Testing

‍We conducted qualitative user testing with 16 participants. This focused on observing user interaction with both UI variants to gather direct feedback and uncover any usability issues or misinterpretations.

Key Findings & Iteration

‍

A significant finding was that users preferred the Homepage variant without prominent visuals in the main banner area. This insight informed the final homepage design direction.

‍

A crucial insight emerged regarding the "100" visual:

‍The strong visual emphasis on "100" as a key numerical element was misinterpreted by users as a scoring system. For example,

‍

Reason #59" was often perceived as a "59 out of 100" score, rather than simply an index number.

This initial confusion was resolved when users arrived from external communication (e.g., TV spots) that clearly stated the campaign slogan, such as "This is reason No. 5 to love Air Bank."

This contextual understanding, combined with insights from improved user testing, directly addressed and mitigated the initial misinterpretation, leading to design refinements that clarified the numbering system.

Summary

The Challenge

‍Transform Air Bank's extensive "100 Reasons to Love" campaign into a dynamic, central web presence, combating fragmentation and maximizing its impact.

My Contribution (Senior UX Designer):

• Strategic Alignment: Integrated web design with the overarching communication plan, identifying key digital touchpoints (Homepage, Landing Page 100, Product Pages).

• Iterative Design: Led UI design (including HP variants) and developed the unique "nástenka" (board) layout for Landing Page 100, inspired by social media content consumption.

• User Validation: Conducted usability testing with 16 participants on 4 prototypes (mobile/desktop).

• Key Iteration: Identified and addressed critical user misinterpretation of "100" as a score.

The Impact

‍The project created a highly interactive, user-validated platform that effectively centralized and amplified Air Bank's brand values.