From June 2024 to December 2024, I worked as a product marketing intern for Kayo Conference Series, an event planning service committed to championing women investors across key industries such as private equity, real estate, and debt finance.
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Throughout my internship, I drafted, edited, and designed 2-3 marketing campaigns daily. This included LinkedIn posts, plain-text campaigns, and campaigns designed in Canva. This work helped convert marketing material into ticket sales, and I was able to exceed the monthly ticket revenue goal by 50% in July, August, September, and October. This earned me a shoutout from the Founder and CEO, Lindsay Burton.
Through competitor analysis, industry research, and strategic planning, I gained valuable insights into market analysis and planning. Creating campaigns enhanced my creative and persuasive writing skills. I was tasked to develop and nurture Kayo’s LinkedIn presence, and by the end of my internship I was able to engage 2,000 new followers and boost page visits by 25%. Check out some of the work I did during my internship!
Internship Experience
Internship Experience
One of my biggest solo projects as an intern involved learning and developing my UI and design skills to reimagine Kayo’s website to be more user friendly. This was an ongoing project that I eventually got to pitch to the entire Kayo staff. Check out my design process below!
As a product marketing intern, I reviewed client and internal feedback about the user experience of Kayo’s website. The site-map features a key area of interest- the “Who Are We” page- that needed updating and refining.
Kayo Conference Series Website Audit
Our Problem: We received feedback from clients and internal employees that the “Who Are We” landing page, which houses employee bios, headshots, and contact information, that the page was overall confusing, not updated, and not accurately reflecting the internal organization/ flow of command. Clients were having trouble finding the correct employee to contact for inquiries and questions. With no clear division between departments, clients could not experience the page successfully.
Overwhelming amount of information.
Approaching the problem:
Define:
We began with an internal web audit/ SWOT meeting in which employees could make their ideas and concerns heard.
We made sure to focus on strengths and weakness from the perspective of the client: strengths help a client achieve their objective goal, weaknesses detract from the objective goal.
Prototype:
Context: Kayo puts on nationwide conference events for professional development, networking, and career building for women in debt finance, real estate, healthcare private equity, private equity, and more. Many of Kayo’s roles require employees to maintain active, two way communication with clients.
Empathize:
Knowing the client! We made sure to refocus our website on the goals of the user. Senior women in private equity and finance do not have time to sift through every bio on the team page to find the department and employees they want to connect with. The organization has to be clear, concise, and accessible!
Sketching and framing my ideas to present to our web design specialist.
Areas of Weakness I identified:
Mission statement and founding story, bios, and headshots all on the one drop down page is overcrowded.
Bios appear to be ordered by chain of command, but this does not accurately reflect the company organization.
Every department is located on one page- a client has to scroll through all headshots to find the employee they wish to contact. NOT USER FOCUSED!
Ideate:
Researching current web trends in UX design and compiling ideas for improvement. Reviewing competitor websites for strengths and weaknesses. Researching client interests and needs, reviewing internal and outside feedback.
Ideate:
Focus on separating departments in a clear, manageable way.
Separate pages for separate departments.
Separate team, story, and mission statement.
Decrease the amount of scrolling and time needed to find information.
Testing:
Final internal audit and review by CEO.
A/B testing groups.
Feedback form/ Questionnaire.
Decrease the amount of scrolling and time needed to find information.
Outcome:
New refined landing page
Increased transparency and communication.
Original Low-fidelity Wireframe
Content Examples- LinkedIn
