American Bankers Association
ABA Non-Member Conversion Landing Page
A non-member conversion campaign shaped through collaborative design leadership and delivered as a production-ready front-end experience for a major launch.
What I contributed
- Led the non-member conversion campaign, partnering with ABA's marketing designer on the page design.
- Led design review meetings to discuss direction, align cross-functional teams, and prepare the experience for a major campaign launch.
- Developed the production-ready page using Figma, Kajoo, React, JavaScript, and Sitecore CMS.
- Ensured full Section 508 compliance by validating color contrast, keyboard navigation, and screen‑reader behavior across all interactive components.
- Leveraged Lucky Orange analytics to monitor user behavior, identify friction points, and inform iterative UX improvements for the campaign experience.
Context
ABA needed a landing page aimed squarely at non-members — bankers who had never converted — timed to a major campaign launch. I led the non-member conversion campaign, coordinating the people and decisions needed to move the page from direction-setting to production.
Process
I partnered with ABA's marketing designer on the page design and led review meetings to discuss options, establish direction, and align cross-functional stakeholders. After the design was agreed, I built the production-ready experience using Figma, Kajoo, React, JavaScript, and Sitecore CMS.
Gallery
