DESIGN FOR CONVERSION

Macys.com

  • While on the marketing design side of the business, I was asked by our VP Creative to take a look at the previous year’s Cyber Monday and Black Friday marketing assets (homepages, emails) to see if I could suggest some improvements.

  • I redesigned the look of all homepages and emails for the events, using larger images and larger text in a bolder, more browsable format to entice customers to look at every single item.

  • The results? The assets helped deliver a significant year-over-year increase in sales and conversions for Cyber Monday and Black Friday, (up 40% YOY and 18% above plan) and achieving the highest (to that day) one days sales figures in the history of Macys.com. 

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DailyCandy.com

DailyCandy Shop – a full e-commerce shopping platform

The Ask: "Could you design the UI of our new e-commerce site? We have 16 weeks."
The Approach: I worked closely with Product team, IA and UX designers and product director to deliver design assets in a structured delivery window. Site featured lander, grid-view category and subcategory pages, featured collections, and I proposed an upgrade to a single-page tiered checkout. Assets and modules were also designed for on-site marketing and integration of the DailyCandy Shop throughout the existing DailyCandy site.
The Outcome: We did it! DailyCandy Shop launched in beta, on schedule, in January, 2014.

DailyCandy Collaborations – an on-site pop-up shop

DailyCandy Collaborations launched in early 2013 to offer curated designer items to the DailyCandy audience. I worked with the product, commerce and editorial teams to bring this program to life, through a dedicated microsite with specially-designed interface and original photography featuring the DailyCandy editors. I also worked with our PR department to design and plan the launch party event at The Standard Hotel in New York City.

DailyCandy Deals – daily, exclusive deals from curated partners

  • From 2011 through the end of 2012, DailyCandy ran the successful DailyCandy Deals venture, featuring up to 50 merchants per week, specially chosen for the DailyCandy audience. My role as Deals photo editor included hiring photographers in each of our 11 target cities, managing all photography for the site, training and supervising interns, and establishing metadata and archiving standards for the large volume of original photography we produced. I also handled marketing design requests, including banner ads, promotional modules and social integrations. Initiated social media visual strategy and innovations, specifically targeting higher Pinterest engagement for increased UV’s and conversions.

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