PXG Rebranding
Objectives
The objective of this project was to contribute to the development and implementation of a new branding and design system across all digital touchpoints of the brand. My primary focus was to apply the new design system to email marketing by redesigning and standardizing email templates. This included aligning visual elements, typography, and layout with the updated brand identity to ensure consistency, improve user experience, and enhance overall engagement. Create a Figma library for easy scalability and consistency in design. Revise the user flow to improve the Click-to-Open rate (CTOR) by optimizing content presentation and delivery timing.
Role
Design Lead
User Research
Visual Design
Prototyping & Testing Content Creation.
Deliverables
Design System
Mobile-Friendly email template.
Implementation.
Marketing calendar planning.
Challenges
PXG's previous email marketing strategy was outdated and inefficient, leading to a low Click-to-Open rate. The team sent similar or duplicate emails to the same targeted audience within short time frames. The content was not optimized for mobile devices, and the copy was overly wordy, further hindering engagement.
Footer update: Email footers needed redesign to match new branding and dynamically display user-specific locations.
Content hierarchy and mobile issue:
Poor content hierarchy and lack of mobile optimization confused users and weakened the email’s message.
Font and copy issues: Font size was too small on mobile, and lengthy copy led to low user engagement.
During the revamp period, I conducted A/B testing across multiple email campaigns to better understand what messaging resonates with PXG customers and to analyze purchasing behavior driven by email content. I also researched competitors’ email marketing strategies and experimented with various approaches to improve the effectiveness and efficiency of our email communications.
Ideation
I streamlined the email content by shortening the copy and increasing the height of elements to encourage users to scroll. The design was updated to reflect the new design system, ensuring consistency across all communications. I also implemented a marketing calendar to strategically plan and space out emails, ensuring that content was relevant, timely, and well-paced for the target audience.
