Web & Digital Design ⎯⎯ 2023
Designing Cohesive Digital Experiences
Overview
In 2018, I led the digital design efforts for a suite of marketing and product-driven projects, encompassing mobile app page designs, responsive web pages, email campaigns, promotional site banners, motion graphics, and social media creatives. The goal was to maintain brand consistency while optimizing for user engagement and conversion across each platform.
My Role
• Designed mobile app UI pages with a focus on intuitive navigation and flows.
• Created responsive landing pages tailored for both product storytelling and seasonal campaigns.
• Designed and tested email templates optimized for engagement (clicks, open rates).
• Produced site-wide promotional banners for product launches, sales events, and editorial content.
• Developed social media posts aligned with brand tone, campaign messaging, and platform specs.
Design Process
1. Discovery & Briefing
• Met with product managers and marketing stakeholders to define project goals.
• Analyzed existing design gaps across platforms to identify brand alignment opportunities.
2. User-Centered Research
• Studied user engagement data on previous campaigns.
• Reviewed email open/click rates and bounce data to inform redesigns.
• Conducted competitive audits of mobile and web UI patterns.
3. Design Execution
• Developed UI mockups for app pages with mobile-first principles.
• Used modular design systems for faster turnaround on promotional web and email assets.
• Leveraged A/B testing insights to iterate email and landing page design for better CTAs and visual hierarchy.
4. Collaboration & Handoff
• Collaborated with developers to ensure visual fidelity across devices.
• Delivered assets and specs to developers.
• Worked with copywriters and marketers for message alignment.
Key Highlights
• Increased email engagement: CTR improved by 28% after redesigning the layout and CTA hierarchy.
• Boosted campaign performance: Landing page redesigns contributed to a 15% increase in conversions for a summer sale.
• Social reach: Instagram posts designed for a winter campaign saw a 40% increase in shares and saves.
Web page designs for new home, lifestyle products and accessories
Winter digital banner ads ( static & animated ) for various screen layouts
Summer digital banner ads for various screen layouts
Tile design and social media posts for holiday season
Email design for Sports Licensing & Tailgate Show
Digital banners ads for clearance sale event