To figure out what we should design, we looked at how other brands created compelling data stories.
We decided on three core elements that strongly communicated the data theme: dot grids, frames, and graphs. We tested various combinations of each core element and gathered feedback.
As a team, we selected concept two because it more explicitly highlights data. However, we realized that we needed to bring up copy to improve readability. Here’s the final version:
The Halo Effect campaign was 58% more efficient in driving purchases than a similar campaign we ran a year prior. We know there are multiple factors that impact purchase behavior — but we know our design work that showcased data contributed significantly to driving more purchases year over year.