Cameo | Collage

Increasing Cameo account creation with a new free product.

Context

Cameo empowers everyday people to purchase personalized videos from celebrities and online creators.

After COVID, new account creation slowed down, impacting Cameo's ability to successfully market via SMS and email. My team was tasked with innovating a new way to encourage account creation without being too sales-y.

My role

Project stages

  • Brainstorm innovative solutions

  • Research competitors

  • Content design the entire experience

  • Name the product

  • Build out the email lifecycle for three different user groups: recipient, invitee, and purchaser

Collaborators

  • Product Manager

  • Sr. Product Designer

  • Data Analyst

  • Engineer

  • Director of Product Marketing

Brainstorming

As a team, we met up in Chicago and put our minds together to create a unique user referral process that would emotionally evolve the recipient experience of the product and encourage new account creation. We spent hours in conference rooms together brainstorming and empathizing with our users.

After two days and multiple trash cans of sticky notes, we landed on a solution: Make the recipient’s magical moment even more engaging by inviting their family and friends to be part of the fun.

Cameo Collage invites users to create a digital collage of their Cameo video featuring pictures, videos, and written messages from friends and family.

Design sprint

To build this product, our team did a heads-down design sprint where Design, Content, and Engineering worked in tandem for two weeks to get the MVP built. We collaborated daily to do QA, solve challenges we came up against, and get feedback on our progress from product leadership.

My individual contributions during the sprint included:

  • Writing all of the content for the full experience

  • Building out the email journey for three different user groups: recipient, invitee, and purchaser

  • Researching competitors

  • Naming the product

Final designs and results

From the day it launched, Cameo Collage became the leading funnel for new account creation on Cameo.

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