Role: Graphic Designer
I designed these promotional materials for the UBC Women in Data Science Club to advertise their Biotech & Beyond event, which was a collaboration event with UBC Biologal Science Society Club (BIOSOC) , which included a data science workshop and a biotech panel discussion.
Design Thought Process:
Visual Theme: I incorporated a futuristic and tech-inspired aesthetic using a hexagonal pattern and gradient blue tones to reflect the fusion of biotechnology and data science.
Typography & Readability: I used bold, modern fonts to ensure clarity while maintaining a sleek and professional look.
Iconography & UI Elements: The event details were framed within a browser window motif, symbolizing digital innovation and engagement. Additionally, search bar elements emphasized exploration and knowledge-sharing, aligning with the theme of the event.
Engagement Focus: I included interactive call-to-action elements like a “RSVP” button and a “Learn More” section to encourage participation.
Post Performance Analysis
Event Promotion Post Insights:
Views: 11,415
Shares: 57
Saves: 11
Profile Activity: 88
Follower vs. Non-follower Reach: 24.1% followers, 75.9% non-followers
Strengths:
High Reach & Discoverability: The fact that over 75.9% of views came from non-followers suggests strong visibility, likely due to shares, algorithmic boosts, or hashtags.
Strong Share Rate (57 shares): The design and messaging were compelling enough for people to share the post, indicating its effectiveness in driving interest.
Good Profile Activity (88 visits): This suggests the post motivated users to learn more, potentially leading to RSVPs.
Areas for Improvement:
Lower Engagement vs. Views: Despite high views, the engagement rate (likes, comments, saves) is relatively low. With only 136 interactions out of 11,415 views (~1.19%), this indicates that while many saw the post, fewer took action.
Saves (11) Could Be Higher: If users saved the post more often, it could suggest they intended to return to it for event details. A stronger CTA encouraging users to "save this post for later" could improve retention.
Low Comment Engagement (10 comments): This indicates that while users saw the post, they weren’t as motivated to start a discussion. Adding an interactive question in the caption (e.g., "What are you most excited to learn at this event?") could increase comment engagement.
Speaker Intros Post Insights:
Post 2 – Speaker Introduction
Views: 7,822
Interactions: 130
Shares: 34
Saves: 6
Profile Activity: 38
Follower vs. Non-follower Reach: 27.5% followers, 72.5% non-followers
Analysis
Strengths:
Maintained High Reach Among Non-Followers: Like the first post, 72.5% of views came from non-followers, reinforcing that the design was appealing beyond the club’s existing audience.
Higher Like & Comment Count Than Post 1: 77 likes and 13 comments vs. 58 likes and 10 comments in the first post. This suggests the audience found the speaker lineup engaging.
Steady Interactions (130): Despite having fewer views than Post 1, it had nearly the same interaction count, meaning this post resonated more with the audience.
Areas for Improvement:
Lower Reach Than Post 1 (~31% fewer views): This could indicate that the event details (Post 1) were more shareable than the speaker introduction. To improve, the speaker post could have had a more compelling hook (e.g., highlighting specific topics speakers would discuss).
Lower Shares & Saves Compared to Post 1: Fewer people saved or shared this post, possibly because the information felt less urgent. A "Why You Shouldn’t Miss These Speakers" section could have increased engagement.
Profile Activity Drop (38 vs. 88 in Post 1): This suggests fewer users were motivated to take further action. A clearer CTA like "Tap the link in bio to learn more about our speakers!" could have helped.
Color Palette:
Tools Used
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