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Joss Aguilar

2024 CHRISTMAS WITH PLANTS UK

2024 CHRISTMAS WITH PLANTS UK

Project Overview:

A seasonal winter campaign designed to position plants as meaningful and sustainable gifts for holidays localized across European markets. The goal was to increase seasonal sales, improve user flow during high-traffic holiday shopping, and localize the campaign across multiple European markets while preserving the magic and emotion of gifting.

The campaign combined emotional storytelling with optimized holiday shopping flows for high-volume sales periods.

Key achievements:

  • Designed holiday-specific navigation and gift guides, improving seasonal conversion rates by 15%.
  • Coordinated localized creative assets for UK, France, and Spain within a 3-week turnaround.
  • Integrated cross-selling modules to boost average order value during checkout.
  • Improved load times on high-traffic landing pages by 20% during peak season.
  • Maintained brand cohesion while adapting messaging to cultural holiday traditions.

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1. User Persona

Name: Sophie Keller

  • Age: 41
  • Location: Berlin, Germany (also applicable for UK, France, Spain audiences)
  • Occupation: Corporate HR Manager
  • Tech Behavior: Shops online for family and co-workers during the holiday season, prefers quick, mobile-friendly experiences
  • Lifestyle: Eco-conscious, values wellness and meaningful gifts

2. UX Research and Findings

Research Goals:

  • Understand gifting behavior and seasonal expectations
  • Improve conversion rates on holiday-specific landing pages
  • Ensure consistency and clarity across localized versions of the campaign

Methods:

  • Heatmaps & Analytics: Analyzed click patterns on holiday landing pages, especially on mobile
  • A/B Testing: Ran banner and CTA copy tests to see which drove most traffic to gift sets
  • User Feedback Collection: Used Hotjar polls and email feedback post-purchase
  • Market-Specific Testing: Verified whether local messaging (“Livraison garantie avant Noël”, “Livraison express”) increased trust in each market

Key Findings:

  • Users responded best to calm, gift-oriented design vs. flashy discounts
  • Clear gift categories (“For Mom”, “For Colleagues”, “Pet-Friendly”) helped reduce decision fatigue
  • Delivery cutoff countdowns boosted urgency
  • Gift wrapping and messaging were important emotional drivers

3. UX Design Contributions

  • Redesigned Navigation: Adapted menu hierarchy for French browsing logic (e.g., placing "Aliments" and "Santé" categories more prominently).
  • Simplified UI Elements: Shortened call-to-actions and labels for clarity and space efficiency in French.
  • Mobile Optimization: Improved responsive layouts to handle longer French text without breaking the design.
  • A/B Testing Flows: Iterated checkout funnel based on French user behavior insights, reducing cart abandonment.

4. Localization & Translation

  • Multilingual Campaign Versions: Translated and adapted content for UK, France, Spain, Germany, and French Canada
  • Tone Shift by Market: Used warmer, cozier tones for France and Canada (e.g., “Offrez une touche de nature”), while keeping it straightforward in Germany and Spain
  • Localized Holiday Messages: Tailored gift copy and promo headers to match each region’s festive traditions and language nuances
  • Delivery Language Adjustments: Clarified shipping cutoffs in local formats, including local couriers and delivery expectations

5. Results

  • 35% increase in gift set sales during December
  • 25% reduction in cart abandonment after implementing countdowns and delivery reassurances
  • Positive customer feedback on gift wrapping options and holiday presentation