Shutterstock - Conversion Optimization & Growth Design

CHALLENGE
As the 2nd largest stock image platform globally, Shutterstock needed to optimize conversion rates across key user flows. However, the existing product pipeline was not conducive to agile, on-the-fly testing or iterative design improvements, creating a bottleneck for conversion-driven enhancements.

SOLUTION
We employed a growth design approach, leveraging data-driven insights to identify high-impact landing pages with the most potential for conversion uplift. Our primary strategy included:

1. Data Analysis & User Insights: We conducted a thorough analysis using Google Analytics to pinpoint the top-performing landing pages from the past year. This allowed us to focus our efforts strategically on pages with the highest growth potential. Additionally, we ran user interviews via usertesting.com to gather qualitative insights from our target personas, ensuring our design solutions resonated with their needs and preferences.
2. Innovative Iteration Pipeline: Given the rigid constraints of the existing UX/Product pipeline, we devised a workaround using HTML/CSS hacks directly within the CMS. Collaborating closely with Product Managers, we established a streamlined workflow that empowered our team to make real-time updates independently. After developing the initial prototypes myself, I onboarded and managed an offshore development team in India to support continuous iteration and testing. This enabled us to scale our agile approach effectively.
3. Collaborative Growth Design & Testing: By integrating the Creative team into the broader UX process, we transformed them into active participants in shaping the user journey. Rather than designing in silos, they began considering the entire user flow and funnel dynamics. We also bridged the gap with the Product team, emphasizing the critical role of visual design and image curation in enhancing the overall user experience.
4. A/B Testing & Optimization: Through continuous A/B testing, we experimented with various elements, including headlines, imagery, and layouts, to identify combinations that maximized user engagement and conversions. By merging UX, Product, and SEO efforts, we established a data-driven, cross-functional collaboration model that accelerated measurable, actionable outcomes.

RESULTS

• FInally achieved an uplift in conversion rates on targeted landing pages.    
• Reduced dependency on the Product team by establishing a flexible, independent iteration model.
• Enhanced collaboration between UX, Creative, Product, and Testing teams, aligning them toward common, data-backed goals.

Services: UX/UI Design, Growth Strategy, Creative Direction, Direct Marketing, Conversion Rate Optimization (CRO), Cross-functional Collaboration