custom product pages

October 2024 - January 2025

To improve the user journey from ad engagement to app installation, I collaborated with the Growth team to design custom product pages (CPPs)—the App Store screenshots users see after clicking a selected ad set. Our goal was to increase installs by ensuring a seamless and compelling experience that resonated with our target audience.

growth CREATIVE STRATEGY + DESIGN

Current Screenshots

Since our TikTok ads are fresh, Gen Z-focused, and visually engaging, I saw an opportunity to align the CPP visuals with that same energy. I identified key areas for improvement:

  • Stronger brand storytelling – Poshmark's community is one of its biggest differentiators, yet our previous app store visuals lacked this emphasis. I introduced lifestyle photography from in-person events to highlight real users and create a more authentic, relatable feel.

  • People-first approach – Rather than focusing solely on app screens, I shifted the creative direction to emphasize human connection and real-life use cases.

  • Sustainability messaging – Knowing that Gen Z values sustainability, I introduced a dedicated slide to highlight Poshmark’s role in circular fashion—an aspect that had been underrepresented in previous creatives.

CPP Test 1

This was the first major revamp of our App Store screenshots within a CPP test, driven by my Growth Creative strategy. The test led to lower CPI, higher install volume, and an increased install-to-registration rate.

The success of this test validated our hypothesis and paved the way for ongoing CPP experimentation. The insights gained are now helping shape broader App Store creative updates, reinforcing our ability to use data-driven creative strategies to enhance user acquisition performance.

CPP Test 2

This was our second CPP experiment, designed to test seasonal screenshots by aligning them with our holiday ads to measure their impact on ad performance and user acquisition.

CPP Test 3

This was a full holiday-themed redesign of our CPPs, aimed at creating a more festive and timely experience. We wanted to see how incorporating seasonal visuals and messaging could enhance engagement, improve ad performance, and drive higher conversions during the holiday shopping period.

CPP Test 4

For the launch of Smart List AI, I led the growth creative strategy, writing influencer and creator video briefs to highlight the feature. In just two days, I completely rebranded the entire campaign, ensuring a cohesive, high-impact visual direction. To maximize installs, I also designed custom product pages that reinforced the feature’s benefits and created a seamless, high-converting user journey from ad to install.