JESSICA FENDER
Art Director
About BabyCenter: The #1 digital resource for pregnancy and expecting parents. In the United States, 8 in 10 new and expectant moms online use BabyCenter each month. BabyCenter provides parents with trusted information, advice from peers, and support that’s Remarkably Right® at every stage of their child’s development. Products include websites, mobile apps, online communities, email series, social programs, print publications, and public health initiatives.
User acquisition social posts
My role
Art Direction
Instagram Stories
Facebook link ads
Sponsored social content
My role
Art Direction
Cobranded videos from expert content
Cobranded Instagram stories
On boarding app tour
My roles
Art Direction, Video Prototype in After Effects, Visual Design, Storyboard
About
The ask was to create a pre-registration on boarding experience to improve the number of successful registrations on both iOS and Android.
I designed an app tour for users to explore the different offers and tools of the app before signing up.
Process
When I started this project, I was provided analytical data on the features that helped me define which to highlight, after that I continued to plan the storyboard for the tour. I then proceded to build the prototype in After Effects and reviewed my ideas with the developers prior to sharing with the marketing team to ensure the feasibility of the transitions and animations.
Paid search pre-registration landing pages
My roles
Visual design, prototyping in inVision, user testing
About
BabyCenter needed a visual refresh and redesign of the paid search landing pages to improve conversion rates while pushing an art-direction that fosters a sense of trust and legitimacy to their users.
Process
Based on the provided analytics I created 3 registration pages that aligned with the different mindsets of expecting mothers in their different trimesters. Once I aligned with the developers to ensure feasibility of the overall design I continued to build prototypes in inVision and ran several rounds of user testing then iterated on the layouts with the information after each round of tests.
Registration floater pop-up for mobile
My role
Visual Design
About
The goal of this project was to increase the number of registrations by creating a disruptive mobile pop-up inviting users to track their baby's development.
Process
I designed a floating animated pop-up that covered 1/3 off the screen. I used a series fetal development images that would catch the users attention and prompt them to read the message that encourages them register.
