Through the process of rebranding BowFlex, our marketing team decided to take a closer look at our evergreen email streams. My overarching goals were to realign our emails to resonate with our new target audience, and to put together a strategic approach to several prominent email streams: newsletter welcome email, Browse abandonment, Cart Abandonment, CASL and product review emails.

The first phase of the strategic research involved a comprehensive email audit, and remapping our email flow to get a baseline of needs. After that, I conducted both direct and competitive research to gauge the behavior common in similar email flows. Using insights from the initial research, I ideated multiple options for potential user flows and landed on an orchestrated approach that leveraged cookied-data from product affinity to send segmented emails that highlight product features and value propositions specific to the users shown interests.

After a diary study, and some more user testing we did notice that the new system that our email team was using would send the entire email stream multiple times, behaving more like a browse abandonment email rather than product affinity, so we used this as an opportunity to recess the need for a more traditional browse abandonment email, and to tweak our product affinity series.

Our Amazon team had asked us to update the Amazon storefront pages to align with our new branding. I conducted a small indirect competitive analysis, and iterated design solutions that focused on how to elevate the product photography to make sure the quality of our products really stood out on our transitory PLP pages. I decided on a direction that focused on using descriptive photography to show features, and highlighting product textures to draw the user in and further accentuate the elevated look and ‘feel’ of our products in the sea of a competitive Amazon landscape.

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I also focused on adding additional content about our JRNY app, using chunking and typographic hierarchy to highlight how JRNY can elevate the product experience. We broke text features into more manageable chunks to increase overall legibility and information retention, which increased engagement to our JRNY PLP page. Overall, the amazon team was astounded by the performance of the Amazon storefront rebrand, and saw noticeable results.