LG STUDIO Rebrand
PROJECT OVERVIEW
LG STUDIO is LG’s premium in-market kitchen appliance line, designed for consumers seeking high-end design and performance. The goal of the redesign was to enhance the user experience, increase engagement, and drive conversions by making the page more intuitive, visually compelling, and ensuring the communications strategy became aligned with brand storytelling.
Strategy & execution
As Associate Director of Creative Strategy, I led the strategic approach for the redesign, ensuring that the new LG STUDIO page aligned with user expectations and business goals. My role extended beyond just .com execution, integrating broader branding and positioning efforts that reinforced LG STUDIO’s identity in the premium kitchen appliance space. Key initiatives included:
Implementing a content-first approach to highlight LG Studio’s premium positioning
Optimizing the UX/UI for better navigation and discoverability
Enhancing product storytelling through high-quality visuals, engaging copy, and interactive elements
Improving CTA placements to drive conversions and reduce bounce rates
results & impact
Click-Through Rate (CTR): Increased from 17% to 49% (+188%)
Average Time on Page: Improved from 28 seconds to 1.47 minutes (+136%)
Engagement Rate: Increased from 29% to 81% (+179%)
Full Page Users: Grew from 14% to 33% (+215%)
Bounce Rate: Dropped from 78% to 20% (-74%)
Key takeaways
A content-driven approach combined with UX optimizations can significantly enhance user engagement
Strategic CTA placement and interactive elements contributed to increased conversions
Data-driven iterations played a crucial role in refining the experience and achieving substantial performance gains