Cross of Gonçalo Melo di Magellano

project

Philips

Philips page

ipad to show the work in Philips

Introduction to Philips Project

Problem
How can Philips have a good banners process design that is more cost efficient, faster and has more impact?
‍
Direct Stakeholders
Philips DA + Amazon Experts + Design Agency
‍‍
Team
Amazon Marketing team + Design Team

My role
UX, Product Designer & Process Design
‍
Time
4 months (2022)

Result of the Project
New Banner Process

How can Philips have a good banners process design that is more cost efficient, faster and has more impact?

Philips DA

This is the company of Philips that deals with the Domestic Appliences. This company has many design teams, however the Amazon team of Philips does not have a clear overview of its goals in regards to Design needs.

My job consists in providing and supporting the amazon team with all of the types of content needed in Amazon.This consists especially into:
- Creating Banners (Amazon banners)
- Create A+ content
- Creating Videos (editing also)
- Creating and editing Amazon pages
- Update products photos

Good research is about
avoiding getting fooled

Adapt to Amazon Guidelines

A great important part of my work is to create banners, for Amazon. And these banners need to obey to specific guidelines of Amazon for that particular banner, in a certain location. It was suggested to me to design banners in all sizes for an important product of a category of the company, and since I never did one for Philips, I struggled.

Before

What was wrong

What was going wrong
- No lifestyle picture
- Not really focused in different stages of the funnel
- Not very clear
- Not fast delivered

By talking with the team it was necessary to create a new strategy.
By doing baby steps, I created the first banners, which was positive for the agency and deeply positive for the team in Philips DA. The first banners were not perfect, but still it was not ambitioned to be perfect, and yes slighly better than previously was.

After

First results

The feedback of the team and agency was really positive, and still with a lot of space for improvement, especially because there was small problems in regards to size specifications.
Not only the feedback was positive, also the KPI numbers shown a significant increase, which contributes to a overall satisfaction for the team, agency and myself.

After

What is a good banner so?

After many banner creation, and after getting familiar to the design protocols of Amazon, it is important to have a certain direction of improvement, which was established:

Impact - A good ad should have impact in a positive way;
Consistency - Should be easy to identify the company consistency;
Communication - The communicatiom accross teams should be following what other teams are being making;
Awareness - It is important to understand the results.

Therefore I created a new process within Philips DA.

To make things pretty
first make pretty things

On figma

Banner

New design process created at Philips DA

1. Being constantly aware of the best practices and results;
2. Request design tasks in a sheet in a clear and specific way (with the marketing leads);
3. Talking to the person that requested to understand the priority;
4. Start doing and ask for feedback;
5. Finish the designs, as soon as possible and in high-quality;
6. Speak to the other design teams about the banners & results;

Banner of airpurifier