L O A D I N G
Web Design UI/UX
May, 2025

M Drive

Role/Services
Web Design UI/UX
Designed
Figma
Client
Celebrate 250, Designed at Klever Cookie
Category & Year
Web design & UI/UX ©2025
Celebrate 250 - Cover
Project Overview

Celebrate 250 is a national campaign commemorating the 250th anniversary of the United States, combining public awareness content with a licensing program spanning more than 50 product categories. I was brought in as UI/UX designer to structure the landing page's information architecture around the campaign's brief, balancing two distinct audiences on a single page: the general public interested in participating in the celebration, and potential business licensees interested in the product licensing opportunity. I designed the landing page and prepared the handoff for a developer to implement.

Problem
The page needed to serve two very different audiences with two very different intents on the same landing page: consumers looking to engage with a national celebration (events, merchandise, storytelling), and businesses evaluating a licensing opportunity across more than 50 product categories. Without clear information architecture, the page risked either burying the licensing opportunity under consumer content, or making the page feel purely commercial to the general public audience it also needed to engage.
Goals
  • Structure a single page to clearly serve two distinct audiences: general public and prospective licensees
  • Apply usability, accessibility, and conversion best practices throughout, in the absence of dedicated research
  • Ensure the licensing opportunity, the page's primary business objective, had clear visibility and a direct path to contact
  • Present campaign content (merchandise, cause partnership, campaign anthem) provided in the brief in a structure that supported both engagement and conversion
Key insights
  • Two audiences with different intents can share a single page, but only if the information architecture makes it immediately clear which content is for which visitor, rather than mixing consumer and business messaging together
  • The licensing opportunity was the page's core business objective, so it needed prominent placement and a clear, direct contact path rather than being positioned as just another section among many
  • Without dedicated research, applying established usability, accessibility, and conversion best practices was the way to keep both audience paths functional and effective
User profile
Two primary audiences: the general public interested in participating in the 250th anniversary celebration through events and merchandise, and prospective business licensees evaluating a licensing opportunity across more than 50 product categories.
Main user flow

For general public visitors:

  1. Learn about the anniversary celebration and how to participate
  2. Explore campaign content and merchandise
  3. Engage further through events or purchases

For prospective licensees:

  1. Identify the licensing opportunity and relevant product categories
  2. Understand the scope of the program
  3. Reach out through a direct contact path with minimal friction
UX & UI decisions
  • Information architecture structured to clearly separate consumer-facing content from the licensing opportunity, avoiding confusion between the two audiences
  • Licensing opportunity given prominent placement and a direct, low-friction contact path
  • Usability, accessibility, and conversion best practices applied throughout in the absence of dedicated research
  • Campaign content provided in the brief (merchandise, cause partnership, anthem) organized to support engagement without competing with the licensing objective
  • Clean, developer-ready handoff to support implementation
Outcome
The landing page organized two distinct audiences, general public and prospective business licensees, into a single coherent experience, giving the licensing opportunity, the campaign's core business objective, clear visibility without diminishing the consumer-facing content also outlined in the brief. Usability, accessibility, and conversion best practices were applied throughout in the absence of dedicated research. No post-launch results or feedback are available for this project at this time.

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