The idea here was to develop a few different illustration visual styles that we could test in marketing campaigns to see what style might resonate. We used performance learnings from previous campaigns to inform the styles and use elements we knew were high performers. I spent almost 2 years at Uber leading these testing efforts in what we called the “creative testing platform”. Over that time we tested everything from headlines to colors, to negative space. It’s the foundation for what I know about what works visually in performance marketing. For this test, the really fun part was getting to the all of the visual styles and bring them to several focus groups in Denver and Dallas. It was my first time doing that and I learned so much. For the test I printed out all of the visual styles (without copy), then printed out the headlines separately. We had the focus group participants pick out the images that resonated the most and the headlines that did as well. Then we had them mix and match and tell us why they preferred those combinations.