CROSS-CHANNEL LOYALTY


CONCEPT :
The concept was to create efficiencies in the design team in regards to loyalty promotional assets. This led to an ambitious project to create a singular file that would automatically populate and output working files for dedicated emails, site desktop landing pages, and site mobile / app landing pages. We also needed to assure their respective standards, grids, specs, type sizes, etc. would not be sacrificed by the master file.

DEVELOPMENT :
The development initiated with strategy conversation between design, editorial, and marketers from loyalty, site, email, and legal departments. While these assets were essentially similar, there were slight variations in standards that required alignment to be able to achieve a master file. Site and email producers were also brought in to ensure there would be no issues during standard hand-off process.

EXECUTION :
The execution is a singular file that follows streamlined and standardized requirements between site, email, loyalty, and legal. The file contains a target region that allows for desktop to mobile scale without sacrificing design between the platforms. Global navigational elements also turn on / off based on the platform the user is designing in, which can be toggled via actions.

fig. 1

Three different designs were required for each loyalty promotion to accommodate each platform (fig. 1). While the site desktop landing page contained the same information as the site mobile / app landing page, we did not have responsive capabilities which required duplication of work efforts. The dedicated email also had very similar content to the mobile / app landing page, but there were different standards that required a third file to be executed.

fig. 2

fig. 3

Standardizations needed to be revised between the respective platforms to accommodate scale (fig. 2). There also needed to be a middle ground that could accommodate the scale and relationships between desktop and mobile / app without sacrificing design (fig. 3).

fig. 4

The result is a singular file that automatically scales for desktop landing page, mobile / app landing page, and dedicated email (fig. 4). Not only does this file create efficiencies in design, but also provides a consistent user experience between all channels.