In early 2020, consumers were focused on cost-cutting home improvement projects, presenting unique opportunities for lighting. I tailored 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 was to create a flexible base layout for BOFU imagery.
Development
Template
Compositing
Original
Aspirational base image.
Variations
Add/remove objects, change colors, and respond to Analytics insights.
Art Direction
I worked with my Jr. Designer to evolve the brand with a sleek, adaptable illustration style.
Storyboarded, wrote, and art directed a series of inspirational videos that appear with product detail images.
Etc.
Information
Social
Web
68% Efficiency Gain
Auto-Layout
My interest in automation long predates AI. I made and adapted 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%