Dynamic Banner
Marketing initiative – flash sale component
Company
DIRECTV
Project context
The Marketing team requested a dynamic promotional banner for directv.com. The goal was to design a flexible component that could highlight promotions in a bold, attention-grabbing way, while staying consistent with the site’s look and feel. The banner needed to support multiple variations (different CTAs, images, countdown timers, copy space, and legal disclaimers) and be adaptable across desktop and mobile.
Goals
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Attract customer attention immediately with bold visuals and dynamic layouts.
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Support multiple promotional needs (reward cards, flash sales, seasonal campaigns).
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Provide flexible layouts with slots for CTA, promotional image, countdowntimer, copy space and legal disclaimers.
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Ensure consistency and accessibility across responsive breakpoints.
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Increase engagement and conversions, driving clicks to promotional offers.
Role
I worked closely with the Marketing team to translate business requirements into a reusable, scalable design component. My responsibilities included:
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Designing several variations of the banner to cover different campaign needs.
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Defining layout rules and hierarchy to balance visuals, copy, and legal.
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Ensuring accessibility standards (color contrast, readable type, keyboard focus).
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Collaborating with developers to confirm the design would be feasible and adaptable across platforms.
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Iterating based on stakeholder feedback to refine emphasis on CTAs and timers.
Problem statement
Existing promotions on the site were often static and overlooked by customers. Marketing needed a banner solution that was eye-catching, flexible, and reusable, allowing them to launch high-visibility campaigns quickly without redesigning from scratch each time.
The process
Discovery & Alignment
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Collected requirements from Marketing (CTAs, countdowns, images, copy, legal).
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Analyzed limitations of existing banners.​​
Exploration & Variants
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Created multiple layout options (horizontal, stacked, modular).
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Designed for different use cases: flash sales, rewards, account sign-ins.​​
Prototyping
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Built clickable prototypes to visualize states (timed banners, expanded views, mobile adjustments).
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Feedback & Iteration
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Incorporated Marketing’s feedback on CTA prominence and urgency cues.
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Refined typography and visual balance for better readability.​
Final Delivery
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Delivered a dynamic, reusable component adaptable across campaigns.
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Supported QA and developer handoff to ensure accurate build.​​
Impact
Increased visibility & engagement: Promotional click-through rates improved by +18% compared to static banners.
Faster campaign launches: Marketing gained a reusable component that reduced design and development time for new promos.
Consistent experience: Users saw clearer, more accessible banners across desktop and mobile, improving trust and usability.
Scalable solution: The banner system became the foundation for multiple seasonal and flash sale campaigns, supporting evolving business needs without redesign.
Lessons Learned
This project showed me how small, high-visibility components can have an outsized impact on business goals. I learned to:
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Balance marketing urgency (timers, bold CTAs) with usability and accessibility.
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Design for reusability, so one banner system could power multiple campaigns.
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Collaborate effectively with marketing stakeholders to ensure business needs translated into practical, user-friendly UI.