Shutterfly is an e-commerce company specializing in printing personalized photo gifts. My role at Shutterfly involved coordinating efforts between our business partners, internal creative team and our creative agency. Here is an overview of my process and some of the improvements made to creative and marketing approach .
Here is an example of pushing the creative to meet business and marketing objectives by incentivizing new customers.
- We have room to use the space in the image here a little better. Shift risers up, the bag down and add more product to the bottom left corner.
- Revise the sub-copy below the offer to speak to our personalization and breadth of product we offer
- Base align the 5 so that everything becomes more prominent
- Update headline to 'Showcase all of summer' so that we are not narrowing our audience or experiences.
- The sub-copy this is repetitive and not really adding to the headline. Let's speak to breadth of design or one of benefits we offer.
- Add flag behind upgrade messaging to make it more prominent
Round 1 Creative
Round 2 Revisions
Suggested changes to improve design, reduce level of effort and impact revenue.
ASSETS AS BRIEFED IN:
Listing and showing all products in the promotion.
- Products are too small to decipher what they are or see any of the personalized detail
Having to make additional assets in the case of product going out of stock
Listing all and featuring only one product in the promotion
- Having to make additional assets in the case of product going out of stock
- Shows the personalization detail of the product
The element of surprise, neither listing or showing the product in the promotion
- Reduced level of effort eliminating additional assets that potentially would not be used
Improved the design to make the offer more appealing
- Click through increases by 55%
- Install increase by 44%
- Revenue increase of 47%
- Reduced level of effort on all ends and allowed for more flexibility for promotional changes
Finding strategic solutions that are not only efficient but design centric are key for successful creative management.
By testing our customers behavior rather than assuming it we were able to push back on outdated stigmas.