Hard Rock Cafe Email Redesign
UI / UX - Wireframes - Prototypes - HTML & CSS
Summary:
Inconsistent employment and lack of creative direction led the Hard Rock Cafe team to deploy Email Campaigns that were off-brand and behind on industry standards. With Contact Lists in the hundreds of thousands, this was one of the first projects I tackled as Digital Marketing Manager.
Goals:
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Redesign email content to meet brand standards.
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Create a Modular Layout approach so that local teams outside of the corporate office could deploy campaigns with confidence.
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Provide Cafe Marketing with style guide on how to create content optimized for mobile email marketing.
Before Update
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Call to Actions used a blue that was not representative of Brand.
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CAPS LOCK was a commonly used attribute.
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Many images were 600px x 200px and relied on text within image to convey promotional info.
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HTML and CSS errors led to extra white space and inconsistent stylings.
Wireframes:
Lofi Mockups:
After Update
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Custom HTML and CSS allowed for responsive images, layouts, text sizes, padding, and more.
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CSS added that anticipated impact of Dark Mode on images, CTA's, text, etc.
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Call to Actions updated to meet brand standards.
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Emphasis on visually striking images over text-heavy images.
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Module layouts created to allow users with no HTML experience to plug-and-play email content.
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Multiple templates built to meet varying campaign needs.
