PROJECT DELIVERABLES
Analyzed existing user flow, customer reviews, and inquiries to identify friction points
As Project Manager:
Project Planning & Execution:
Developed a comprehensive project plan, including timelines, deliverables, and milestones.
Identified key objectives: rebranding, operational efficiency, sustainability workflows, and scalability.
Coordinated with cross-functional teams (marketing, design, operations, logistics) to achieve project goals.
Stakeholder Communication:
Acted as the primary liaison between stakeholders, ensuring alignment on vision and priorities.
Conducted regular check-ins and provided progress updates to the leadership team.
Process Optimization:
Designed workflows for the made-to-order model to minimize order processing times.
Integrated systems to improve transparency for customers (e.g., real-time order status notifications).
Budget and Resource Management:
Allocated resources efficiently to balance cost and quality.
Oversaw the financial planning for rebranding, affiliate program setup, and operational tools.
Risk Management:
Anticipated potential roadblocks, such as production delays or scalability issues.
Developed contingency plans to mitigate risks.
As UX Designer:
User Research:
Conducted user interviews and surveys to understand target audience preferences and pain points.
Analyzed customer behavior data to inform design decisions and refine the brand experience.
Brand Identity Design:
Led the redesign of Dezired Beauty’s brand identity to reflect its commitment to sustainability and timeless, chic styles.
Created a cohesive visual identity across all platforms.
Website Redesign:
Designed a user-friendly e-commerce platform emphasizing ease of navigation and a seamless checkout process.
Improved accessibility and responsiveness to enhance the mobile shopping experience.
Affiliate Program Design:
Designed an automated, user-centric interface for onboarding and managing affiliates.
Streamlined the affiliate experience to make it intuitive and engaging.
Usability Testing:
Conducted usability testing sessions to identify pain points in the user journey.
Iterated on designs based on feedback to optimize customer satisfaction and efficiency.
Key Contributions:
Delivered a visually striking and user-centric brand identity that resonates with the target audience.
Established workflows and digital tools to support the made-to-order model, reducing inefficiencies and supporting sustainability.
Enhanced the customer experience through a reimagined website design and improved order transparency.
Created a scalable framework for future expansion. Through strategic planning, collaborative leadership, and creative problem-solving, I successfully bridged the gap between operational efficiency and a refined customer experience, ensuring Dezired Beauty’s evolution aligned with its values and growth objectives.
TITLE OF PROJECT:
Rebrand, Enhancing Experience and Operational Efficiency for Dezired Beauty, LLC
ROLE:
Project Manager and UX Designer
Identified key objectives, developed a comprehensive project plan, including timelines, deliverables, and milestones.
Analyzed customer behavior data to inform design decisions and refine the brand experience.
The project focused on not only rebranding, but also enhancing both customer experience and operational efficiency. Given the brand's commitment to sustainability and made-to-order business model, our goal was to streamline the user journey from browsing to post-purchase while optimizing back-end processes. By improving the digital experience and operational workflows, Dezired Beauty aimed to elevate customer satisfaction, boost conversion rates, and support the brand's future expansion plans.
Create a new Brand Identity Package
Redesigned logo and branding guidelines (colors, typography, and imagery) reflecting eco-friendliness and timeless chic styles with a modern twist.
Updated website visuals and messaging aligning with the new brand identity.
Sustainability and Eco-friendly Commitments
Public facing sustainability policy and commitments for marketing and website use.
Sustainable packaging solutions and vendor partnerships to align with eco-friendly goals.
Reporting framework to measure and communicate sustainability efforts.
Operational Workflow Optimization
Documented workflows for the made-to-order/minimal stock production model.
Systems to minimize order processing time, such as automated notifications for order stages (received, in production, shipped)
Identifying potential fulfillment center locations in order to streamline the shipping process.
Customer Communication Improvements
Updated website features for customer notifications during the order process.
Email and SMS templates for communication at each order stage (confirmation, production, shipping, etc.)
User friendly FAQ and support resources to enhance customer experience.
Scalability Plan
Strategic roadmap for future scalability.
Assessment of operational and digital infrastructure readiness for growth.
Recommendations for technology/tools to handle increased demand.
Affiliate Program Implementation
Affiliate program setup, including software integration with the website.
Terms and conditions, commission structures, and guidelines for the affiliates.
Recruit materials and onboarding documentation for affiliates.
Reporting and tracking tools for monitoring affiliate performance.
USER PERSONA
"I love shopping from brands that are authentic and transparent. I want my clothes to reflect my personal style without harming the planet. My style is an investment in myself - it has to be timeless but fresh."
Ava Thompson, 28, is a Marketing Specialist at a creative agency living in Brooklyn, NY with an annual income of $65,000. Ava leads a busy urban lifestyle, balancing a demanding career with a love for socializing, travel, and self-expression. She values quantity and is conscious of her environmental impact. Her goal is to invest in high-quality pieces she can mix and match to build a wardrobe that feels chic, confident, and timeless; supporting brands that align with her values of sustainability and inclusivity. Her frustrations lie with fast fashion brands that lack unique styles and ethical practices and don't cater to diverse body types. She stays away from brands that have poor communications and long wait times for online orders.
Clear positioning as an eco-friendly, sustainable brand.
Plugins
We added widgets to the website to display our commitment to being eco-friendly.
Mission Statement
We successfully updated our mission statement to emphasize sustainability and empowerment in fashion. The revised statement highlights our commitment to creating timeless, stylish pieces that encourage women to feel confident while making environmentally conscious shopping decisions. This update not only reflects our brand's values but also resonated with our customers, increasing brand loyalty and positioning us as a leader in sustainable, empowering fashion.
FAQ
We revamped our FAQ section to make it easily accessible through the main menu and every product page. It addresses common customer inquiries such as shipping information while highlighting our eco-friendly mission. The FAW emphasizes our made-to-order approach to reduce waste, sustainable packaging, and commitment to empowering women with thoughtful, environmentally conscious fashion choices. This update enhances transparency and provides customers with seamless access to important information.
Compostable, Plant Based Packaging
Reduction in packaging waste by 50% through sustainable materials.
USER JOURNEY MAPPING
KPIs & OUTCOMES
PAIN POINTS
BRAND IDENTITY REDESIGN
Outcome: A cohesive and modern brand identity that resonates with the target audience.
KPIs:
Increased website traffic by 35% within 3 months of launch.
Positive customer sentiment measured through surveys with a 90% approval rating for the new branding.
Growth in social media engagement rates by 30% when analyzing an increase in likes, shares, and comments.
Scalability Plan Operational Workflow Optimization
Advertisement
Focusing on acquiring new customers through high converting platforms like Pinterest and Instagram while implementing retargeting strategies to engage past visitors and brand interactors. Paid campaigns will be optimized using date-driven insights, leveraging Pinterest's visual discovery features and Instagram's shopping tools to maximize conversions. Retargeting will include dynamic ads, email marketing integration, and personalized offers to re0engage potential customers and increase brand loyalty. As the business grows, ad spend will scale based on ROI performance, continuously refining targeting strategies to enhance reach and conversion rates.
Automations
Streamlining marketing and customer engagement through automated emails, ads, and live chat responses. Automated email sequences will nurture leads, recover abandoned carts, and engage repeat customers. Ads will be optimized with AI-driven targeting and retargeting strategies to maximize ROI. Live chat automation will provide instant responses to FAQs, improving customer support efficiency. As the business grows, these automations will be continuously refined to enhance personalization, boost conversions, and maintain seamless customer interactions at scale.
Integrating third-party fulfillment centers like ShipBob directly into the Shopify platform to streamline order processing. This integration will automate inventory management, order tracking, and shipping logistics, ensuring faster delivery times and improved customer satisfaction. As order volume increases, fulfillment centers will help regulate demand, reduce manual workload, and maintain efficiency, allowing the business to scale operations seamlessly while focusing on growth and customer experience.
Fulfillment Center Integrations
ORDER PLACED
Customers are notified immediately when they place an order, including an order summary.
PRODUCTION
Once the order has been reviewed the company will start production and notify the customer so they know the order is being worked on.
FINISHING PRODUCTION
When the order is finishing up with production customers are notified
QUALITY ASSURANCE
After production the items go through a quality assurance check before packaging. This helps to increase customer satisfaction.
When the package is out for delivery the customer is notified so that they can be on the look out for their package.
A few days after delivery customers will receive an email where they can leave a review on the product and their experience.
Once the order has reached the destination customers are notified.
OUT FOR DELIVERY
ORDER DELIVERED
ORDER REVIEW
PACKAGING
The order is packaged using eco-friendly packaging. It also includes a packing slip and card with a discount code for their next purchase.
ORDER SHIPPED
Customers are notified as soon as their order ships along with an order summary and tracking number.
Customer Communication Improvements
We enhanced customer communication by introducing automated emails throughout the order process to keep customers informed and engaged. From order confirmation to shipping updates and delivery notifications, these touchpoints create a transparent and seamless experience. Additionally, we've implemented follow-up emails after delivery to gather feedback on their item and overall experience, fostering trust and continuous improvement while reducing customer abrasion by 95%.
COMPETETIVE ANALYSIS
Key Opportunities for Dezired Beauty
Target Market Gaps: Focus on eco-conscious women who value exclusivity and ethical practices.
Brand Storytelling: Highlight made-to-order production, sustainable practices, and timeless designs to differentiate from fast fashion competitors.
Digital Engagement: Leverage strong content marketing (e.g., TikTok and Instagram campaigns) to boost visibility and engagement.
Operational Excellence: Streamline workflows to deliver the quality and transparency modern customers expect.
AFFILIATE MARKETING PROGRAM
We launched a revamped affiliate marketing program witha fresh approach designed to streamline the process and attract passionate partners. The program features clearly outlined terms and conditions, a competitive commission structure, and detailed guidelines to ensure alignment with our brand values. Automated acceptance criteria simplify onboarding, creating a seamess expreience for affiliates. This updated structure not only enhances efficiency but also empowers affiliates to promote our sustainable, empowering fashion with confidence and ease.
MY ROLES