Computer monitor displaying a presentation about the complexities of subscription commerce, with icons and text on a blue background. Desk with a white mug, pen, and stack of papers, in front of a wooden wall.
Computer monitor displaying a presentation about the complexities of subscription commerce, with icons and text on a blue background. Desk with a white mug, pen, and stack of papers, in front of a wooden wall.

Awwards Nominated

AppDirect — Guide to Subscription Commerce experience

Award-nominated interactive web experience designed to increase engagement and position AppDirect as a thought leader in subscription commerce..

Role

Lead Product Designer

Focus

Visual Design • UX Design • Content Experience • Brand Integration • Cross-Functional Collaboration • Visual Design • Motion Direction • Stakeholder Leadership

Impact

4:10 avg. time on page · 21% bounce rate · 30% traffic from Awwwards.

Various digital marketing and business strategy documents, including graphs, charts, and chapter titles, displayed on a table.

Opportunity

The Definitive Guide to Subscription Commerce was envisioned as a highly engaging educational hub designed to showcase AppDirect’s thought leadership in subscription commerce through rich content, storytelling, and interactive experiences.

Originally planned for an external agency due to resource constraints, the project was brought in-house, where I led the design and execution of the experience under an aggressive timeline.

Design goals:

  • Create a visually distinctive, high-engagement web experience

  • Increase time on site and reduce bounce rates

  • Translate complex subscription commerce concepts into accessible content journeys

  • Establish a scalable visual and motion design system

  • Deliver a high-quality experience within tight timelines and cross-functional constraints

Visual design

Defined user journeys, interaction flows, and experience architecture based on business objectives and engagement goals while mentoring a junior designer throughout the project lifecycle.

Led project coordination across stakeholders by defining goals, managing timelines and deliverables, creating and organizing Jira tickets, and facilitating regular status updates to ensure alignment and momentum throughout development.

Collaborated closely with an external agency and internal development teams to maintain the integrity of the creative vision through implementation. Directed animation concepts, refined interaction details, and created a documented style guide/toolkit to ensure consistency, scalability, and alignment with the AppDirect brand.

Outcome

Delivered an award-nominated interactive web experience recognized by Awwwards for design, usability, and creativity.

The experience exceeded engagement benchmarks across the AppDirect website, achieving:

  • Average time on page of 4:10 minutes (site average: under 2 minutes)

  • Bounce rate of 21% (site average: 27%)

  • Approximately 30% of website traffic driven from Awwwards, surpassing major organic and direct traffic sources.

Infographic titled "The Definitive Guide to Subscription Commerce" featuring sections on subscription strategies, key takeaways including basics, how-to, and best practices, a pie chart about subscription-based digital product offerings, and a call to download the guide, with a dark blue and teal color scheme.
← Previous project
← Previous project
Next project →
Next project →