At BOLD, I served as the lead marketing designer for My Perfect Resume. I owned end-to-end creative execution across marketing initiatives, including high-volume landing pages, animations, product education graphics, and conversion-focused assets. I worked closely with product, content, and engineering to create scalable solutions that supported growth throughout the funnel.
3-Part Seamless Social Ad
Designed a scroll-stopping, multi-frame social ad to drive engagement and conversions in feed. This 3-part sequence was crafted to stitch seamlessly in-platform, guiding users from awareness to action while highlighting key product features. Collaborated with the growth marketing team to align visuals with performance goals and optimize for paid social channels.
Animated How-It-Works Experience (A/B Variants)
Partnered with Bold’s SEM team to design two targeted animations for the How-It-Works page—shown immediately before users entered the product. Each animation was tailored to search intent: the first for “resume templates” queries, the second for “resume builder” queries. Both were designed to reduce friction, clarify next steps, and increase conversions.
The tests produced small, directional lifts for the paid search segments (+1.29% and +1.43%, respectively), but the most significant impact came from other traffic sources, where the resume builder animation drove a +3.15% conversion lift compared to the control.
These insights informed future funnel optimizations and helped validate the use of tailored, motion-led UX moments across channels.
"Resume Templates" Queries
"Resume Builder" Queries
Resume Builder Explainer Animation
Pitched, storyboarded, and art directed this explainer video to introduce users to My Perfect Resume’s builder and reduce signup hesitation. After identifying a repeated user need for a “preview before committing,” I partnered with SEO and copy teams to shape the script, illustrated each frame, and directed the final animation to ensure clarity, helpfulness, and brand consistency.
Resume Builder Landing Page Redesign
Redesigned the Resume Builder landing page to improve clarity, build trust, and drive conversions. This project focused on simplifying the user journey, incorporating social proof, and addressing SEO and SEM needs without sacrificing user experience. For a full breakdown of the design process, testing, and outcomes, view the case study.
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chrystal k. ulanday