Alternative Digital Style Guide

Dec 12

Written By heather devine

goal

To update and refresh the overall e-comm presence for alternative including email templates, dedicated Series, wireframes & social assets.

stakeholders

Director of eComm
Director of Retail
Web Manager
Site Merchandiser
Consumer Insights Team

audience

Direct to Consumer Market
Brick & Mortar Retail Customers
Newly Acquired Social Audience / Followers

process + Approach

I was asked to update our web style guide for our Magento upgrade so I took the opportunity to go beyond templates and create a design system for our Welcome/Automated emails, First Purchase Series, and Paid & Organic Social Media. Working with our UX Designer I helped map out styling formats to be used both online and in our consumer email templates (sent via HubSpot). We were able to set up A/B testing and gain insights on both creative as well as subject lines. We wanted to ensure a seamless brand experience whether you were new to the brand or an established customer. Once we completed testing we were able to roll out our new look & feel into our daily emails and social assets. My designers continued to concept seasonal themes and font updates with shared inspiration and swipe on InVision. We met monthly to review traffic, engagement and learn the outcome of our creative so we could shift as necessary to drive conversion and ATC.

outcome

We were able to bring a refreshed look to Alternative with a cohesive digital system. Our email open rates and engagement both peaked while our social reach and CTR grew and brought in ~ +5K new followers over the 3 mos refresh period. The cohesion we created helped tell one seamless story with clean visuals, more conversational copy, and greater usability and flow. We watched our CVR go from 1.8 to above 3 within our test period which proved the update and new creative was resonating and converting customers.