Challenge
How might I design a cohesive site experience that aligns with email campaigns while balancing tight timelines, cross-functional collaboration, and a seamless, user-first journey.
Solution
• Collaborated closely with email, merchandising, and copy teams to ensure a consistent user experience and visual language across inbox and site.
• Designed with user intent in mind, validating product availability and prioritizing clear hierarchy, scannability, and ease of navigation.
• Leveraged Bloomreach components and custom code when needed to balance efficiency, flexibility, and UX best practices.
• Iterated through feedback loops with leadership and cross-functional partners to refine designs and deliver polished, accessible experiences.
Timeline 2-3 weeks
Category Web Design, Layout, Animation
Tools Photoshop, Miro, Bloomreach CMS
Category Web Design, Layout, Animation
Tools Photoshop, Miro, Bloomreach CMS
Our email and site teams work in close partnership, with all projects reviewed during a shared weekly Work-In-Progress (WIP) meeting. This cadence ensures that messaging, visual hierarchy, and user experience remain cohesive across channels.
Each week, site merchandisers submit projects through Wrike, our project management system, where they’re assigned to the design team. After reviewing the brief, I focus on understanding the user goal behind the request—whether that’s promoting a campaign, highlighting a product category, or driving conversion—before asking clarifying questions. I then collaborate closely with the email team to ensure creative alignment and a consistent experience for users moving between inbox and site.
From there, I source imagery through our digital asset management system, validate product availability on the live site to avoid user friction, and begin designing assets in Photoshop. Throughout the design process, I explore multiple variations, considering layout, visual hierarchy, and clarity to ensure the content is both engaging and easy to navigate.
I present initial concepts to my manager and review them with the email team, incorporating feedback to refine the experience. The work is then shared with leadership, and I make any final adjustments based on their input before moving the project toward approval.
Once approved, I export and upload assets to our digital asset management system and build the site experience in Bloomreach. We typically leverage pre-built components for consistency and speed, but I also implement custom code when needed to better support the user experience or creative vision.
Before launch, I add links and accessibility-focused alt text provided by the copy team, then notify the OSMs that the project is ready for final review and scheduling. This final step ensures the experience is accurate, accessible, and seamless for users across touchpoints.
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