ezCater • Summer 2019 – Spring 2020
Curating first impressions
Human-centric acquisitionIn my role as a Growth Designer at ezCater, I validated ideas by balancing qualitative and quantitative mechanisms with my cross-functional squad. We worked to personalize our landing experiences and anticipate anonymous visitors' needs by finding levers of growth. We experimented holistically and aimed to bring relevance and focus across pages and flows.
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AudienceOur audience included anyone who orders food at work, including examples like:
👩💼 Office admin ordering breakfast for entire office 👨💼 Team lead ordering lunch for celebration 🧑💼 Executive assistant ordering for board meeting 
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Personalized SEMBecause of the experimental nature of our workflow, we were able to take risks and learn quickly. Even with data-driven hypotheses, we explored many directions that didn't yield the boost we were looking for— but some were successful! Dynamic H1s personalized our SEO strategy. Full splash food photography proved less is more. Customized inputs, CTAs that set realistic expectations, and quick links gave visitors specific pathways resulting in better engagement down the funnel.
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ExperimentationWhile A/B tests across landing pages helped us learn where and when was the right time to express ezCater's strength and brand, qualitative research taught us which language and imagery aligned with our goal. Our moderated interviews informed my designs to establish a clear, visitor-centric approach for our product.
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Abby Luke • 2022
