Stand With Owners— Designing a seamless and engaging campaign experience that highlights winners and motivates future participation.

Challenge

Users interested in the Stand with Owners campaign struggled to discover relevant information about current and past winners, eligibility, and how to apply. The experience needed to highlight the campaign’s legacy while seamlessly motivating new applicants.

Solution

We designed an intuitive, dynamic experience that showcased current winners and smoothly transitioned to past winners to emphasize the campaign’s continuity. Clear CTAs, eligibility details, and engaging visuals guided users through the discovery and application journey, fostering participation and trust.

Outcome

Opt-ins

27,700+

+20% YoY

Entries

12,000+

+70% YoY

Visits

326,000+

+55 YoY

Conversions

19.8%

+14% pts

Research & Discovery

Through an initial workshop with stakeholders, we aligned on goals and explored the ideal customer experience. User insights revealed that business owners value recognition, funding, and mentorship, while showcasing past winners helps build credibility and communicate that this has been a legacy campaign. Additionally, we identified that clear eligibility information is crucial to encourage participation. Competitive research allowed us to study other brand campaigns, uncovering best practices for prize-based engagement to inform and help elevate our approach.

Design Process

Working with a content strategist, we took a look at the past campaign pages and evaluated what worked and what didn’t. We then mapped out user flows to ensure smooth navigation from discovery to application. The team also had to consider a phased approach as the campaign first needs to bring awareness, followed by driving excitement, and finally by showcasing the winners . Early wireframes laid the foundation for the overview page, with key sections thoughtfully organized to guide users. Throughout the process, I incorporated feedback iterations, refining transitions between winners to create a more seamless and engaging experience.

Result

Our redesign of the Stand with Owners campaign created a seamless, engaging experience by dynamically showcasing current and past winners to inspire participation and emphasize continuity. Clear CTAs and intuitive navigation streamlined the user journey, while bold visuals aligned with TELUS’ brand values strengthened storytelling.

Learnings

Collaborating with stakeholders highlighted the importance of communicating design decisions clearly, especially when guided by user insights. This open dialogue helped align expectations and build trust throughout the process. Looking back, placing more emphasis on mobile-first design could have ensured a smoother experience across devices. One of the biggest wins was the strong partnership between design and development, leading to an engaging and user-friendly outcome.