Digital Design Manager
Apr 2016 - March 2018
Urbanara is an e-commerce platform located in Berlin that offers homewares made from natural materials at affordable prices.
A/B tests conducted
As Digital Design Manager at Urbanara, I was responsible for designing and providing art direction for sales and seasonal campaigns, newsletters and optimising conversion rate across all touch points (email, website, print and advertising materials)
Made up of a team of 80, I worked most closely with CRM teams, site management, engineers and product managers.
key projects & results
Newsletter Design & Optimisation
Designing 2x newsletters a week and running over 100+ A/B test variants to continuously improve our click through rate
Developing a series of reusable templates and components to increase team velocity
Migrating our design to a new CRM tool (Nosto)
Brand Campaign Design & Art Direction
Designing over 60+ unique campaigns for seasonal events and brand related offers
Trend research and reporting to gather insights into what to focus on each quarter
Working with content teams and product teams to ensure that the messaging was consistent across all touch points and highlighting the correct products
UX Design & Conversion Rate Optimisation
Designing landing pages and reusable components for use across the website
Optimising landing pages to be high performing through the use of heat maps, A/B tests and Google Analytics
Designing a new check out experience that is optimised for conversion
1 - Newsletter design & optimisation
1.CREATING REUSABLE TEMPLATES
When I first joined URBANARA, we were custom designing every newsletter, this took a huge amount of design hours and we found that the best performing newsletters always followed similar templates. I developed a set of reusable components and layouts for various types of campaigns:
Newsletter templates & the customer lifecycle
We ran different newsletter cycles depending on where the customer was in the URBANARA life cycle. Whether they were a loyal customer, a new customer etc. I designed different templates that where optimised for different user journeys through A/B testing. Some examples of the categories:
KPIs: Click through rate / Conversion Rate
Focus on driving people to sales campaign pages and adding time based urgencies
KPIs: Increased brand loyalty and customer retention
Less sales-y approach, focus is on conveying company mission, supplier spotlights and behind the scenes
Seasonal & Collection Launches
KPIs: % CTR / Conversion rate on those particular SKUs
Focus on promoting a specific collection or product category: either a new product, or a collection that needs an extra push.
KPIs: DOI Completion / Initial purchase made with specific discount code
Focus on onboarding new customers to our newsletter cycles and inviting them to spend with a welcome voucher.
Misc: Retail Spotlight / Invitations
Adhoc newsletters for promoting the retail outlet, partner collaborations etc.
Trend Reports & Colour Stories
Product Shot Only Email
Lifestyle Only Email
Product / Lifestyle Mix
Sale Announcement Email
Sales Reminder (Product Focus)
Final Hours / Sales Extensions
Inspirational (Lifestyle Focus)
Product Shot Heavy
Product & Lifestyle Mix
2 - Art Direction & Campaign Planning
As an e-commerce company, we were predominantly focused on seasonal trends and events that would resonate with our users. Part of my job was to conduct trend research and present concepts for sales and other promotional assets that would help encourage sales.
I regularly put together mood boards, campaign concepts in collaboration with the content team and design sets of consistent assets ranging from newsletter cycles, landing pages, print materials and digital advertising banners.
2A - Ideation Workshops
Twice a week, the content team, CRM team and designers would sit together and plan the upcoming sales cycles and marketing stories. We would run highly collaborative ideation sessions where all members of the team could contribute ideas and brainstorm together, we made use of whiteboards, sketches and shared research to come up with unique and engaging campaigns.
2b - art direction & CRITIQUE sessions
After initial ideation workshops, I would work with our photography team to assist with photo shooting and styling for high conversion campaigns i.e, Black Friday, Christmas etc.
Since the photographs would be used across multiple assets and channels and created into videos and GIFs, I would help set the direction and plan the materials in advance.
This planning involved a lot of sketching, wireframing and critique sessions with core stakeholders to ensure the messaging was aligned across teams and the design team could make the best use out of the materials that were being provided to us.