conjure
Creative Direction | Product | Art Direction | UI | UX | Visual | Brand | Web
Conjure’s mission was to provide consumers with access to designer-curated collections at an affordable price and on a flexible schedule, allowing homes to evolve as frequently as its occupants’ tastes, needs, and preferences shift.
As Creative Director, I oversaw branding, art direction for photo and video, website design, marketing visuals and verbal identity. I design directed a host of Instagram, Tiktok, Facebook and Google campaigns. We saw extraordinary growth on social, showing that the mix of high and low brow — intellectual aesthetic references + cheeky humor, designer interiors + a box of pizza, etc. — registered with our target demographic.
Lifestyle photography: Seth Caplan
Videography: Adam Barish, Vasilios Sfinarolakis
Models: Liz Harlan (America’s Next Top Model), Keenan (Ford Models), and Kim Shui (fashion designer).
In leading product design direction and execution for Conjure.co, I worked to optimize the shopping experience to drive conversion by providing multiple shopping avenues. Based on research, user interviews and understanding of the market, I designed four main avenues for shopping Conjure furniture.
01 Shopping by category type.
To optimizing shopping by category, I upgraded our searching, filtering and sorting functionality. Key product features here included improved classification of assets to improve accuracy of search, addition of top search terms, updated with each keystroke, updated search result suggestions, updated with each keystroke, and a more attractive UI that feels higher-end and more in line with editorial content.
02 Shopping by room.
Driving customers to this path allowed them to fill out a room (living, dining, bedroom or home office). Users have the option to shop a fully-fleshed out package of items, shop individual pieces curated for the room they need to outfit, chat with our team, who will help customers pick out furniture based on their space’s dimensions and their personal style
03 Shopping The Edit.
This strategy caters to customers who want the latest drop. This aspect of Conjure’s product design allows Conjure to showcase new adds, mixed with the favorite pieces and pieces that we’re keen to promote. It’s refreshed more frequently, so it encourages users to check back in with us. And it’s a part of product that gives us lots of marketing fodder to promote new edits.
04 Shopping by Collections.
I developed personality driven collections based on four user personality / aesthetic preference types. This UX path meets the needs of customers who are confident in their personal style and who see style and curation as key value propositions that attract them to the Conjure experience.
I curated the product to fit each of these collections. This aspect of product aligns with personality-driven and targeted marketing efforts.
End of Lease Renewal Flow
For users ready to trade in at the end of their leasing term, I conducted user research (qualitative and quantitative) and improved our user flow for end-of-lease decision-making to be more clear and lower friction. Adjustments were made to ensure the cost difference between different options was more clear, and we reduced the number of steps in the flow to save users time.
