Web Design & Strategy
Turning UFC 327 energy into higher engagement for Total Wireless.
Built a multi-phase campaign system aligned to the UFC event lifecycle, scaling from lightweight entry points to high-intensity, conversion-driven engagement across homepage and landing experiences.
Impact at a glance:
+9.5%
Traffic
+25%
Qualified Visits
+32%
Conversion Rate
1.28s
LCP
Opportunity
UFC fight cards drive high traffic spikes, but prior campaign executions did not effectively translate moment-based excitement into sustained engagement or brand consideration.
This project focused on improving narrative cohesion and engagement flow across a connected homepage and landing page experience.
Role
Senior UX Designer
Led UX strategy and interaction design across homepage and partnership landing page in collaboration with product, design, and creative teams. Embedded AI-assisted workflows into the design process to enable rapid iteration, variation generation, and feedback-driven refinement.
Campaign System
Designed a two-phase experience aligned to the UFC event lifecycle, with distinct roles per surface:
Homepage → Awareness & Entry
Lightweight campaign presence focused on signaling the partnership and driving sweepstakes participation.
Landing Page → Engagement & Conversion
Richer, more immersive experience designed to deepen engagement and support promotional and conversion pathways.
The system evolved from static promotional layouts to a staged, narrative-driven experience using scroll progression, modular content, and escalating visual intensity.
Phase 1 — Awareness & Entry
Early campaign activation focused on sweepstakes participation and lightweight engagement ahead of UFC 327.
Approach — Homepage
Introduced lightweight campaign takeover to signal UFC partnership
Designed bento-style module to prioritize sweepstakes entry
Added animated banner to reinforce campaign presence
Incorporated desktop QR code to reduce entry friction
Balanced promotion with existing homepage hierarchy
Approach — Partnership Landing
Positioned sweepstakes as primary hero message
Introduced countdown timer to build pre-fight anticipation
Structured content for clarity and fast entry
Constraints
Limited to existing brand ambassador assets
Avoided GenAI in Phase 1 asset creation
Required non-disruptive integration into homepage experience
Phase 2 — Fight Night Engagement
Experience shifted toward real-time engagement and conversion during fight week.
Approach — Homepage
Introduced persistent countdown to anchor live event context
Added animated hero (play-once → static state) for visual impact
Directed users to landing page as primary engagement surface
Provided secondary pathways to explore active offers
Leveraged GenAI to rapidly generate campaign visuals
Approach — Partnership Landing Page
Introduced animated hero to increase immersion
Elevated countdown into hero overlay component
Updated visual language to emphasize fight-night energy
Structured multiple promotional entry points:
“Bring Your Own” offer enhanced with AI-assisted imagery
Exclusive UFC promo with checkout integration
Added full-width animated banner linking to deals page
Introduced “Upcoming Events” module to extend campaign lifecycle
Constraints
Rapid turnaround required scalable creative production
Balancing high visual intensity with performance requirements
Maintained consistency across surfaces while increasing depth
Outcome
+25% increase in qualified visits driven by improved engagement flow
+32% lift in conversion interaction rate through modular redesign
Improved page performance with faster LCP (1.35s → 1.28s)
Aligning the experience with the UFC event lifecycle allowed us to convert peak attention into meaningful engagement and measurable outcomes.
This approach created a repeatable framework for future event-based campaigns.
Role
Sr. UX Designer
Team
Creative Director, Copywriter
Creative Director, Design & UX
Design Lead
Designer
Product Manager
Duration
1-week turnaround