Redwood Outdoors | LP & Creative Campaigns

1
Client
Redwood Outdoors
Year
Nov. 2023 - July 2025
Site
https://tinyurl.com/mrxk6uy5

The Challenge

What Opportunity Were We Maximizing?

The Redwood Outdoors Sauna Landing Page was already a critical gateway for lead generation, performing well but with clear potential for exponential growth. Our deep analytics revealed opportunities to further optimize user engagement: we observed areas with user drop-offs after the Sauna Benefits section, and identified that key Schedule a Demo CTAs, while active, could be significantly enhanced.

The goal was clear: unlock maximum conversion potential by truly understanding and refining user behavior.

My Role

Driving the Solution

As the lead Product Designer, my role was multifaceted and pivotal to the initiative. I was the sole creative and UX strategist for all campaign ad designs, and the lead designer responsible for the 0-to-1 wireframes of the Sauna Landing Page. My leadership extended beyond this foundational work; I also led the charge in identifying user friction points, devising A/B test strategies, and collaborating closely with marketing and development to implement data-backed improvements. I owned the end-to-end UX/UI, ensuring that every design choice served both user needs and business objectives.

The Journey

My Data-Driven Design Process

Our journey began with a deep dive into data. Google Analytics provided the macro view [23,881 total sessions, 26.5% bounce rate], while Hotjar offered invaluable qualitative insights through heatmaps, scroll maps, and session recordings. We saw users actively scrolling, but a significant drop-off occurred after the Sauna Benefits [75% on mobile, 85% on desktop reaching Shop with Confidence but then dropping off towards the footer].

This led to a key hypothesis: users might be getting sufficient information early or content further down was repetitive.

Armed with these insights, I moved into 0-to-1 wireframing, structuring the LP's content and user flow to address identified opportunities for enhancement. I then spearheaded the ideation of strategic A/B tests for elements like the hero image, sticky navigation height, and CTA copy/color.

This iterative, rapid prototyping approach, honed in my project management days [expediting testing cycles by 26%], allowed us to swiftly validate solutions. We also redefined content hierarchy and proposed redesigns for underperforming sections, like renaming Customer Stories to emphasize athlete endorsements.

The Solution

Bringing the Vision to Life

Our solution involved a series of strategic design refinements focused on clarity, prioritization, and visual appeal. This included optimizing the LP layout, built upon my foundational wireframes, to guide users more effectively and streamline content. In addition to the LP optimizations, my creative work on the following campaigns provided a seamless, persuasive user journey from initial ad impression to final conversion:

[Spring '25] Ultimate Wellness; [Summer '25] Your Summer, Your Sanctuary

Note: The final color and image input for the LP were handled by an esteemed design colleague based on my foundational wireframes and the brand guidelines.

The Impact

Quantifying Success for Users and Business

The results were powerful. By elevating product visuals through my ad creatives and optimizing the LP's foundational design, we achieved a remarkable 15% boost in lead generation for Redwood Outdoors, directly translating into a 7% increase in conversion rates.

This project underscored how strategic design, fueled by data and executed from foundational wireframes to compelling ad creatives, can directly impact a client's bottom line.

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Reflections

Lessons Learned and Future Growth

This project solidified my belief in the power of continuous data analysis as a compass for design, from initial structural decisions to ongoing optimization. It taught me the nuanced art of A/B testing – not just running tests, but interpreting their psychological implications [serial position effect] to refine conversion funnels.

This project reinforced that even foundational UX work and direct creative output, informed by deep user understanding, can yield significant business gains.

{Key Tools} Hotjar, Google Analytics, Figma, Adobe XD

{Project Type} E-commerce LP Optimization, Creative Ad Campaign Strategy, UX Research