Homer Learn & Grow Launch
As part of the launch team for Homer Learn & Grow, I partnered closely with product, brand, and performance marketing teams to bring a new personalized learning app to market. The goal was to clearly communicate the app’s educational value to parents, bring delight to children in the in-app experience, while creating a cohesive visual across both product and marketing channels for both the child and parent personas.
I developed the core app and logo animations, which served as hero creative across all major touchpoints, including paid ads, lifecycle emails, web, social campaigns, and App Store previews. These animations were also integrated into the in-app experience to reinforce brand continuity from acquisition through activation.
Alternative Explorations
My Research Methods
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Content Testing & Iteration
I regularly developed multiple versions of paid social creatives to test variations in messaging, pacing, hooks, and visuals. These A/B tests allowed us to quickly identify which narratives were most effective and refine future iterations based on real-world engagement. -
Performance Data Analysis
I reviewed metrics such as CTR, ROAS, thumb-stop rate, and completion rate to understand how each creative performed across platforms. These insights helped inform both creative direction and platform-specific asset development. -
Competitor Research
To stay ahead in the category, I frequently conducted landscape audits of competing brands—tracking trends in voice, visual style, offers, and user feedback. This helped identify white space opportunities for Homer to stand out. -
Parent Community Listening
I spent time in Facebook parenting groups, Reddit threads, and online forums to understand the language, concerns, and emotional triggers of real caregivers. These communities were a valuable source of insight into how parents think about learning, time, and trust.
Aging & Staging Personalization
To further cater to parent personas, I designed parent-facing messaging and motion elements that demonstrated the app’s unique ability to evolve with a child’s developmental stage. This included visualizations of the “Aging & Staging” personalization, which showcased how the app grows with the child over time, offering a tailored learning experience at every stage.
Through strategic design and alignment with user needs, we not only strengthened brand recognition but also contributed to enhanced user acquisition and engagement during the launch phase.
Variant A
Variant B
Variant C
As part of the Learn & Grow product launch, a critical focus was identifying the messaging that would resonate most with parents. We explored several messaging approaches through testing and ultimately identified two key messages to effectively communicate the app’s value.
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On the left, we paired app visuals with a message emphasizing the value proposition of the product—focusing on how it supports children’s learning and growth. On the right, we highlighted an efficacy claim, showcasing the proven impact of the app on child development.
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Through these tests, I gained valuable insights into parent priorities. The key takeaway was that parents are primarily concerned with how the app influences their child’s confidence and abilities. This insight guided future messaging strategies and helped sharpen our communication to align with parents’ core concerns.
To optimize our messaging, we tested a combination of in-app visuals (shown above) and lifestyle visuals to determine which format would resonate more effectively with parents. Through these tests, we found that lifestyle imagery paired with messaging focused on confidence generated stronger initial engagement. However, after conducting several additional rounds of testing, it became clear that messaging centered around the app’s efficacy and using FAB frameworks delivered more consistent and long-term performance across various metrics. This insight led us to refine our messaging strategy, ensuring it aligned with parents' primary concerns about their child’s development.
Alongside refining our messaging, we developed a series of graphic-driven assets to showcase the product's visual redesign and maintain consistency with the in-app experience. These assets included visuals that highlighted our efficacy messaging, featured a skills-based approach to learning, and celebrated key milestones such as the expansion of our curriculum. These designs were crafted to resonate with both parents and children, reinforcing the product's core values and driving engagement across marketing channels.
Positioning Messaging
