Strategy, wireframes, and design for a data-driven mobile ad.
Booking.com is a brand that approaches their marketing from a very considered perspective. They asked our team to develop a flexible, data-driven solution that could speak to a range of users throughout the customer journey.
The two-week timeframe for this project required that we move intelligently and quickly. We focused our efforts on one representative consumer segment for this pitch creative, and I created the below user flow to gain a greater understanding of our audience.
We considered a range of approaches, from modular frameworks to individual ads to robust, content-heavy experiences — and did lots of wireframing in the process.
After an intense two weeks of brainstorms, user flows, sketches, and wireframes, my final proposed solution was an immersive, app-like ad experience. The sample below showcases one potential scenario, targeting users with an upcoming holiday weekend and highlighting great nearby destinations. All content shown is powered by Booking.com and/or publicly-available APIs, making this a flexible and reusable format.
Senior designer on the project.
Creative Director: Gannon Mooney
Proposed pitch creative. Designed at Essence Digital, spring 2017.