Introduction
This test plan was conducted to see what variations of the HP Bar (health percentage bar) component are more effective across multiple verticals: mid-core gaming, food delivery, e-commerce, finance, and mobile tools.
I came up with the HP Bar component when I was ideating for a gaming client and I noticed that their icon is an image of the main character’s face. So I thought, that if I removed the caption section and placed an animated HP Bar there, it would resemble the health status or attribute meter that fighting and RPGs (role-playing games) have. What resulted was pretty interesting. We have 3 test categories that performed positively overall within the five verticals.
STATIC
HP BAR
DATE
Fall 2019
ROLE
Designer/Strategist
DELIVERABLES
Creative Ad Variations, Research, Test Plan, Case Study
APPLICATIONS
Metrics
We measure the efficacy of these advertisements by an ITI (Intention to install) percentage. This percentage sums up the average overall spend, number of impressions, installs, cost per impression, and cost per install.
Based on this, we can determine how efficient one ad is over the other.
Midcore Games
Results by Vertical
Food Delivery
Results by Vertical
E-commerce
Results by Vertical
Finance
Results by Vertical
Results Across Verticals Among Positive Tests
Rounded Corners had an average ITI lift of 5% Monochrome Bar had an average ITI lift of 23.5% Gradient Bar had an average ITI lift of 10%
These findings can be attributed to adjusting the HP Bar component to fit the customer’s brand design. Rounded corners give a more current look, a monochrome bar usually matches a brand’s color theme, and a gradient can accomplish both.
Results Across Verticals Among Negative Tests
Title Swap had an average ITI failure of -58%
No Counter had an average ITI failure of -25%
These findings prove that the overall structure and function don’t need to be changed for success. The design principles that were used to create the original iteration proved to be successful and didn’t need to be changed. As stated before, the design tweaks that match the customer’s branding were more helpful.