Apellix - Designing a Pop up Ad Experience
Duration
Role
Oct - Dec (2 months)
Lead UXD
Secondary Research
A/B Surveys
Wireframes
Quick Overview
Background & Objective
Apellix asked me to redesign their advertisement for their new US1 Power Wash Drone. What makes this drone unique is that its autopilot system is completely U.S.-made.
Most commercial drones in the past have relied on autopilots created outside of the U.S. Apellix is standing out among their competitors with their new US1.
The US1 Power Wash Drone is part of Apellix's commitment to American-made technology and their dedication to pushing the boundaries of drone capabilities. My goal was to capture this essence in an advertisement that would not only showcase the product's features but also resonate with Apellix's values and patriotic pride.
How might we create a compelling pop-up ad to promote the Apellix US1 drone, highlighting its US-based manufacturing?
Solution
Result
The research plan was developed to understand the significance of creating a U.S.-made autopilot drone for Apellix and to use the insights for design decisions.
Goal
To explore what creating a U.S.-made autopilot drone means to Apellix and its customers.
Objective
Investigate the global drone market.
Understand the domestic benefits of U.S.-made autopilot drones.
Methodologies
Secondary research to gather foundational information about drones.
Stakeholder interviews to identify key reasons why U.S.-made drones would benefit Apellix and its customers.
Secondary Research
Takeaway
Stakeholder Interview
Conducting stakeholder interviews for deeper understanding of Apellix’s purpose for designing a U.S.-made autopilot drone in order to identify key design priorities based on their insights.
Questions I had
Is Apellix the first company in the U.S. to manufacture a power wash drone entirely domestically?
How would the 'Made in USA' aspect of the US1 drone benefit Apellix?
How will this new product benefit Apellix in terms of business growth and brand perception?
Interview Insights
Having a US-made product would serve Apellix better both domestically and internationally, increasing sales.
Apellix: Advantages of US-Made Drones
Increase Trust & Security
Apellix's adoption of US-made autopilots in the US1, driven by their collaboration with the US Army on CBRN defense systems, builds trust with their customers base.
Drives Innovation and Technological Advancement:
Investing in American-made drones fosters innovation within the U.S. allows cutting-edge hardware, software, and design enhancements, improving performance, and ergonomics.
Marketing Advantage
American-made drones strengthen the US economy while enhancing Apellix's brand image and attracting customers who prioritize domestic production and quality.
Create a compelling pop-up ad to promote the Apellix US1 drone, highlighting its US-based manufacturing.
I leveraged Apellix's existing branding to create a seamless and familiar user experience, ensuring the design resonated with their target audience and reinforced their brand identity.
Stakeholder Insights to Final Design: An Iterative Wireframe Process
Throughout the wireframe development process, I worked closely with stakeholders to refine designs through multiple feedback loops. Each iteration involved creating 4 to 6 distinct design options informed by the previous round of input and user surveys. This approach ensured stakeholders had choices that aligned with their vision while addressing user needs, resulting in a well-rounded, stakeholder-approved final design.
Below are chosen designs from each phase:
Layout 1
Layout 2
Design Based on Research Findings
Initial top two favorite design low-fidelity layouts.
Large picture that would highlight the aesthetic of the USA-made drone.
Including the Apellix logo to create a connection for users regarding trust and security for the Apellix brand image and will attract existing and new customers who prioritize domestic production and quality.
Feedback Received:
Layout 2 was more preferred. Make the design 'pop' more. Also, highlight 'Made in USA.
Design Changes Implemented:
60% increase in title text size to create stronger visual hierarchy.
Added a stroke using Apellix's brand color to make the ad stand out more.
Included "Made in the USA" text at the bottom of the ad.
Feedback Received:
Amplify the Americana theme and insert a picture of the new US1 drone after it's assembled.
Design Changes Implemented:
Placed an American flag behind the image of the new US1 drone.
Incorporated the newly provided image of the assembled US1 drone into the design.
To enhance the visual appeal, I suggested that the client photograph the drone in a more dynamic setting, such as outdoors with a clear sky or in an industrial environment where it would be used.
Final Design
Highlighting “Made in USA” by utilizing the picture’s subtle messaging while translating it strongly.
Removed the American flag background after new product images were provided.
Zoomed in on the product image to focus on the "Made in USA" label on the drone itself, making it a more central element in the visual.
Since we were still revamping the Apellix website onto a new platform, we had to continue using their current platform of Squarespace for the pop-up ad. Squarespace does not allow the upload of pop-up ads, and I had to use their pop-up ad with significant design constraints. I adapted my design and leveraged the available tools, ensuring the ‘Made in USA’ message remained prominent while preserving Apellix’s brand identity.
Leveraged Squarespace’s limited tools to design a pop-up ad that resonated with Apellix’s vision.
Recreated the aesthetics of their preferred high-fidelity concept within platform constaints.
Ensured the “Made in USA” message stood out while preserving Apellix’s brand identity.
“I appreciate you working with me on this. Congratulations on figuring out how to get an image in the pop-up on square space. It looks good.”
(Bob - Apellix Ceo)
Reflection & Next Steps
The client was originally bummed out that they couldn’t utilize my original final high fidelity wireframe design. i’ve reached out to the squarespace team to trouble shoot and unfortunately we could not find a way to implement a pop up design from figma. However, the client was still very happy with the final design and how it supports Apellix’s goals and brand positioning and offered another project for me after this.
Lessons
Impact of Sublety:
The design solution of emphasizing “Made in USA” took a nuanced approach. I learned that subtle details, like zooming in on the drone to highlight its "Made in the USA" label, can make a powerful statement. This approach aligned with their brand values and resonated with their target audience, who value quality and innovation.
Patience in Iteration:
While creating multiple design options after each round of feedback was time-intensive, it ultimately provided stakeholders with a variety of directions to explore. This process sparked creativity, deepened collaboration, and led to a design that aligned with their vision.
Next Steps
The next phase involves evaluating user engagement with the pop-up ad. Additionally, I’ll be working with Apellix on migrating their website from Squarespace to a new platform. This project will include:
Collaborating with developers to transition the site.
Creating prototypes and mock-ups for the new platform.
Maintaining consistent communication with stakeholders to ensure their vision is realized throughout the process.