Thomson Reuters

Thomson Reuters

Role

Senior UX/UI Designer

Timeline

2022

TOOLS

Clover is a dating app designed to help users meet new people, competing with services like Bumble, Tinder, and Hinge. My focus was on creating motion graphic ads to drive user acquisition and differentiate Clover positively from competitors.

Clover is a dating app designed to help users meet new people, competing with services like Bumble, Tinder, and Hinge. My focus was on creating motion graphic ads to drive user acquisition and differentiate Clover positively from competitors.

Target Users

  • Age Group: 19-42 years old

  • Gender Focus: Increase female user acquisition

Platform Users: Social media savvy individuals using platforms like Facebook, Twitter, Instagram, Google, YouTube, Snapchat

Solution

Analyzed existing ad engagement data and platforms used, identifying that the 19-42 age group, with a focus on males, responded well to ads.

  • Researched competitor ads to understand what worked well and adapted these insights to create compelling ads for Clover.

  • Designed image-based motion graphics for web and mobile, collaborating with marketing and user acquisition teams to ensure alignment with user preferences and brand identity.

  • Utilized platforms such as Facebook, Twitter, Instagram, Google, YouTube, and Snapchat to reach a broader audience. Tailored ads to each platform's unique strengths and user base.

  • Created multiple ad variants and tested their performance. Replaced underperforming ads with new ones based on data-driven insights to continuously improve engagement and acquisition rates.

  • Developed specific ad campaigns targeted at females, using imagery and messaging that resonated with this demographic.

Target Users

  • Analyzed existing ad engagement data and platforms used, identifying that the 19-42 age group, with a focus on males, responded well to ads.

  • Researched competitor ads to understand what worked well and adapted these insights to create compelling ads for Clover.

Impact

  • User Acquisition: Successfully increased the user base, particularly among the target demographic of 19-42-year-olds.

  • Gender Balance: Improved the ratio of female to male users by creating targeted ad campaigns.

  • Ad Performance: Enhanced ad engagement and effectiveness through data-driven design and testing.

  • Competitive Positioning: Differentiated Clover from competitors with unique, visually engaging motion graphic ads.

By employing a user-centered design thinking approach, I was able to create effective motion graphic ad campaigns that significantly boosted user acquisition and improved gender balance on Clover. This project highlights my ability to leverage user insights and data analysis to drive design and marketing strategies that achieve tangible business results.

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Home
Mentorship
About
[ 02 ] Get in contact
hello@catesilva.com
[ 01 ] Booking
Slots available for 2025

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Let my expertise as a seasoned product designer transform your ideas into standout designs. I specialize in bringing innovation and functionality to the table, ensuring your project surpasses expectations.


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