Notable Awards:
Webby - Best Visual Design Function
Webby - Best Streaming Service
Webby - Best User Interface
Types of Work
Campaigns
Web Design
Key Art Design
Social Banners
Design Systems for Email Templates
Evolution of Email content components
HBO Max | GROWTH MARKETING
During my 3 years at HBO Max, I was instrumental in creating an effective design system in collaboration with my team, resulting in a 30% increase in office efficiency. The industry recognized our efforts as we received multiple Webby awards for our exceptional work.
During my time at the company, I provided my service to help create campaign development, responsive website design, key art product production, and lifestyle email creation. I expanded my skillset by learning a new program known as Figma. I contributed to the development of a comprehensive library of component templates for emails and web curations using Figma, resulting in streamlined workflows and increased productivity.
Furthermore, I demonstrated strong leadership qualities by mentoring and guiding interns and junior designers while working on our projects. My efforts helped foster a culture of learning and growth, leading to a highly collaborative and effective work environment.
Campaigns
I was tasked with developing several unique designs for every campaign that was assigned to my team. Specifically, I created 13 campaigns for HBO Max. Although I have more work to showcase, there is a limit to the number of pages I can make available on Squarespace. You can select from the options below to learn about each campaign.
HBO Max Web DESIGN
As part of my role, I was assigned the task of creating editorial microsites that would display information about upcoming and recently released movies. These microsites were designed to provide customers with comprehensive details regarding each title. I was also responsible for developing the homepage, which included SVOD/AVOD options and stylized components, and designed campaign microsites.
Large Tile Collection Keyarts
From 2021 to 2022, I took on a more active role in designing for the in-app department. Together, we created a multitude of stunning key art for various genres that were prominently featured within the product. Our designs were meticulously crafted to elevate the user experience and captivate the audience's attention.
Social Banners
In the beginning, before we launched HBO Max, I was tasked with creating a couple of social banner ads to showcase multi-titles and attract more subscribers to try the first week of the trial with HBO Max during the start of the pandemic. I mocked a couple of templates to create a banner that worked well with HBO Max’s Brand.
We showcased a well-known tv series, a movie that will launch on HBO Max, and a new title coming to our streaming platform,
The Evolution of Hbo Max Lifestyle Emails
Between 2020 and 2021, a fellow Senior Designer and I collaborated to create a plethora of components for HBO Max’s email design system with Figma. This involved creating a set of components that would compile a series of highlighted titles. Each message was accompanied by a uniquely customized hero introducing the topic to the reader. Through this newsletter, we aimed to keep our readers updated about the latest releases, episodes, and upcoming shows that were soon to be available on HBO Max.
In 2020, our primary focus was enhancing content designers' user experience. We aimed to empower them with a system facilitating seamless content addition and removal, fostering creative freedom to craft unique email templates for various campaigns. We aimed to prioritize the prominence of key art titles and ensure effective message conveyance to readers.
To achieve this, we meticulously developed a system within MailChimp that allowed for precise spacing between each component and template. We also communicated detailed annotations to the developers to ensure the accuracy of our design specifications.
Our approach, which prioritized user experience and enabled flexibility for content designers, has proven to streamline the template creation process and enhance the effectiveness of email campaigns. This not only benefits our content designers but also contributes to the overall success of our campaigns.
In 2021, our objective was to streamline our email templates for improved user engagement and conversion rates. Research findings indicated that recipients tended to skim through promotional emails, prioritizing key art titles over lengthy copy. We opted for a minimalist design approach to cater to this behavior, focusing on simplicity and clarity.
Our design strategy centered on elevating key art titles while reducing visual clutter. By increasing white space and eliminating colored sections, we ensured that the key art remained the focal point of the email. Embracing white negative space and adjusting padding between components enhanced visual hierarchy and increased scannability.
Ultimately, these design decisions aimed to facilitate a seamless user experience, guiding customers toward the desired action of exploring our webpage and potentially subscribing. The outcome of this redesign was an engaging and effective email marketing campaign, evidenced by improved click-through rates and subscription conversions by 40%.
In 2022, we spearheaded a campaign to elevate email marketing for upcoming releases. To maximize viewer engagement, we designed a bold and contemporary email template. Utilizing a black-and-white color palette ensured a clean, sophisticated aesthetic. Furthermore, we incorporated captivating movie quotes, authentic fan tweets, and a high-impact gold call-to-action button, seamlessly directing viewers to subscribe or access the featured title on our platform.