Art Direction Portfolio
As manager of the design team at Miravia I oversee the production of campaings, this commercial campaings are the core of the app and web and drive the business objetives. We deliver world class communication that caters to different business objetives. We produce different levels of campaings, from unique brand campaings to multi category such us Black Friday, CHristmas campaings. THese campaings are localized to be relevant to the local market and they are a place for brands to shine.
We look for effective sops when collaborating with the user growth and mk department. We have implemented a library of templates that allow us to be very agile in production peaks. We also leverage IA initiatives to reduce cost in production and increase the efficiency.
Campaigns go beyond designing the home page banner. I am responsible of the end to end journey for the user. From the splash screen that open when the user just opens the app, the differnt smaller touchpongs. We are also responsible for designing the campaing landing pages with different modules. We colaborate closely with the UX designers tod evelop new modules to fit the busines needs.
we are also responsible to Manage end-to-end localisation process and quality control when a campaign is publish, analyzing performance metrics of creative assets and campaigns like CTR, DAU. We also run AB testings of design to establish best performance assets design
1. Introduction to Your Role as a Design Manager at Miravia
Text:
"As the Design Manager at Miravia, I lead a talented team responsible for producing high-impact commercial campaigns that drive both the business and user engagement. These campaigns are central to the functionality of our app and website, shaping the user experience while delivering on key business objectives. Whether it’s crafting an exclusive brand campaign or orchestrating large-scale events like Black Friday and Christmas promotions, I ensure that each campaign is a standout experience that resonates with the local market."
What to include:
- Brief introduction of your role, emphasizing leadership and strategic input.
- Highlight the significance of campaigns in driving business outcomes.
Image Suggestion:
- A collage or carousel of some prominent campaign examples you’ve led (like Black Friday or a specific brand campaign). Alternatively, you could show an image of your team collaborating in a creative environment, a brainstorming session, or a digital wireframe showcasing one of the campaigns in progress.
2. The Process: How You Ensure Effective Campaign Execution
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"Our campaigns are not just about designing banners. I oversee the entire user journey, from the splash screen users first encounter when opening the app to the various touchpoints along the way, ensuring that each visual and interaction enhances the user’s experience. We create impactful landing pages with dynamic modules that evolve to meet business needs. This holistic approach ensures that our campaigns aren’t just seen, but felt, across the user’s interaction with the platform."
What to include:
- Explain the breadth of your work beyond just banner design, showcasing the full user journey.
- Highlight your collaboration with UX designers and developers to ensure seamless integration of campaign elements.
Image Suggestion:
- Screenshots or mockups of various campaign touchpoints, like splash screens, landing pages, and dynamic modules. You could also showcase a "before" and "after" of a user interface with design changes from your campaigns.
3. Efficiency and Agility: The Importance of SOPs and Templates
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"In the fast-paced world of e-commerce, efficiency is key. That’s why we’ve developed a library of templates to support swift execution during peak production periods. These templates streamline the process and ensure consistency across all campaign assets. By working closely with the user growth and marketing departments, we ensure that we align creatively and strategically, achieving both fast delivery and impactful results."
What to include:
- Emphasize the importance of standardized procedures (SOPs) and the template library.
- Describe how this approach improves efficiency, especially in high-volume periods like sales events.
Image Suggestion:
- Visuals of templates in action, either showing the design process of creating a campaign or a screenshot of your design system interface that includes the templates. You can also display an example of a campaign with consistent design elements across various touchpoints.
4. Leveraging AI for Enhanced Productivity
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"We continuously explore innovative tools and technologies to drive efficiency. By incorporating AI initiatives, we’ve been able to reduce production costs and streamline our creative processes. AI allows us to better predict user preferences, automate certain design tasks, and enhance decision-making, all of which contribute to smarter and faster campaign production."
What to include:
- Explain the specific AI initiatives you’ve implemented, and their impact on both cost reduction and campaign effectiveness.
- Consider including insights into AI tools that help in design prediction or content personalization.
Image Suggestion:
- Infographics or diagrams showing how AI has enhanced campaign workflows. You could also highlight a specific tool or automation in use, possibly with a comparison of campaign performance before and after AI integration.
5. End-to-End Localization & Quality Control
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"Localization is crucial for Miravia’s international presence. Our team ensures that every campaign is tailored to local market needs, from language nuances to cultural relevance. We manage the full localization process, ensuring that assets are not only translated but culturally adapted to ensure they resonate with the local audience. Quality control is a priority, with a rigorous review process to guarantee the highest standards before any campaign is launched."
What to include:
- Elaborate on the process of localization, both linguistically and culturally.
- Mention your role in overseeing the quality control process to ensure that campaigns meet high standards before going live.
Image Suggestion:
- A comparison of the same campaign in different languages or tailored to different markets. Alternatively, you could show a map with market localization pins or a quality control checklist.
6. Data-Driven Design: Performance Metrics & A/B Testing
Text:
"Campaign performance is critical to our success, and we analyze key metrics like click-through rates (CTR) and daily active users (DAU) to optimize our assets. I lead A/B testing efforts to refine design elements and maximize engagement. By continually assessing the effectiveness of creative assets, we are able to enhance our campaigns based on real data, ensuring that each campaign drives optimal results."
What to include:
- Discuss how you use performance metrics to evaluate and refine campaigns.
- Detail the A/B testing process, and how it feeds into future campaigns.
Image Suggestion:
- Screenshots of A/B testing results, graphs showing performance improvement over time, or an example of how data informs design iterations.
Final Thoughts & Call to Action:
Text:
"At Miravia, we thrive on delivering outstanding campaigns that drive both business growth and positive user experiences. My role as Design Manager enables me to oversee the creative process from ideation to execution, ensuring that every campaign is both effective and innovative. Feel free to explore my portfolio to see more of our work and how we continue to push the boundaries of e-commerce design."
What to include:
- A conclusion that invites the visitor to explore more of your work.
Image Suggestion:
- A high-level, clean visual that represents your overall design philosophy. You could use a dynamic collage of the campaigns you've worked on or an overarching brand image that represents the diversity of your work.
Follow-Up Questions to Enhance Your Portfolio:
- Can you provide more specific examples of campaigns you've led (Black Friday, Christmas, etc.)? This would help add concrete examples to your narrative.
- Do you use specific AI tools or software? This could make your approach to AI more tangible for the audience.
- Can you share any metrics or case studies of campaigns that performed particularly well under your leadership? This would provide measurable results to support your design approach.
This structure will help you present a clear and cohesive picture of your role, the work your team does, and the results you’ve achieved. Let me know if you need further adjustments!