In early 2020, consumers were focused on cost-cutting home improvement projects, presenting unique opportunities for lighting.
I distilled a brand toolkit while making myself a product expert, then designed and art directed aspirational point-of-purchase imagery that spoke to consumers’ pain points.
Through continuous refinement, my team increased production efficiency by 68%.
Overall, my team drove an overall 200% YOY increase in eCommerce sales. The company still uses my toolkit today.
Time Frame
2020-2023
Objective
Refine eCommerce visual identity to boost sales and increase consumer confidence
Role
Sr. Designer, Art Director
Director of eCommerce
Sarah Sasso
Digital Lead
Adam Watkins
Designer
Frank Li
Data Integrity
Tatiana Chicheva
Software
After Effects, Figma, Illustrator, InDesign, Monday.com, Photoshop
Skills
- Art Direction
- Attention to Detail
- Concepting
- Design
- Leadership
- Photography
- Relationship Building
- Research
- Retouching
- Strategy
- Workflow Optimization
eCommerce Product Pages
The Challenge: Create a flexible, on-brand template for Amazon product detail pages, which could then be expanded to other retailers.
The Solution: I baked answers to consumers’ most common questions into a flexible image template that could accommodate any product.
Development
Template
Compositing
Original
Strategy: Consumers don’t care about the light bulb, they want to see. Most don’t realize the light can make their space to look better. We used aspirational images where lighting was key to achieving the look.
Variations
Strategy: Informed by insights from the Analytics and Customer Reviews teams, we recolored, composited, and simplified to respond to consumer pain points (such as confusion about bulb colors). We also ensured the product was central to the story.
Art Direction
Illustration
I leveraged my Jr. Designer’s illustration talent to evolve the brand.
Animation
I wrote, storyboarded, and art directed a series of aspirational videos.
Strategy: We created interest in smart lighting by showing consumers how it could tangibly improve their day-to-day routines.
Etc.
Information
Social
Web
68% Efficiency Gain
Auto-Layout
My interest in automation long predates AI. I made and adapted Illustrator actions to accelerate repetitive tasks.
Efficiency boost: 88%
Creative Brief
My team built an intake form that minimized revisions and restarts, dramatically accelerating production.
Collaboration
I worked with the Smart and Feedback teams, building trust and reducing back-and-forth.
Faster File Sync
I made the business case for Dropbox, which enabled near real-time feedback and simplified delivery.
Templating
Layouts
I built templates in Illustrator with most of the elements we needed to support each project.
Efficiency boost: 90%