For this project, I worked in tight collaboration with a UX researcher around strategizing, scoping, copywriting, and executing multiple A/B tests focused on app screenshots. Showcasing the original screenshots against MyFitnessPal's new control screenshots, the addition of a mobile device with descriptive caption has resulted in a 1–12% increase in conversion rate. These learnings were then applied to MyFitnessPal's App Store screenshots for iOS.
**Note: We decided to showcase five screenshots instead of the original six because not only did five perform better, but this allows for consistency with the App Store, which only allows five screenshots at most to be uploaded/showcased.
Helpshift // Pitch Deck
MyFitnessPal // Triggered Rewards Concept
MyFitnessPal // Adaptive Screen Design
By the Pound
VentureBeat // CMO Council Promo Video
Square One Creativity Cards
The Deficiency Project // Graduate Thesis
The Deficiency Project
Mood Foods Application
Metropolitan Waterfront Alliance