Sample Answer
Situation: On the “Wallet UX Refresh” project at General, Marketing pushed for a bold promotional hero with high-contrast imagery to boost CTR, while Product insisted on a minimal, accessibility-first layout to reduce cognitive load and improve task completion. Task: As lead designer, I needed to reconcile both priorities and deliver a single hero that supported conversion and accessibility. Action: I ran a two-arm moderated usability test with 40 users (20 per arm) and A/B prototype — Variant A (Marketing-first: bold hero, 28% larger CTA) and Variant B (Product-first: simplified hero, 18% higher text contrast, reduced cognitive elements). I measured task success rate, time-to-complete, and perceived trust (Likert). I presented data and a compromise solution: a hybrid hero using Marketing’s imagery but constrained by Product’s accessibility rules (WCAG AA contrast, 16px minimum body copy, clear visual hierarchy). I also proposed motion-minimized micro-interactions to retain impact without distraction. Result: The hybrid increased CTR by 12% vs. baseline and improved task success by 9%; both stakeholders signed off within two days, and the pattern was added to the design system as ‘Hybrid Promo Hero’ with tokens for imagery, contrast, and CTA scale.
Keywords
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