What’s West Elm UK’s most clicked-on Page? Fun fact, it’s their clearance page.
I redesigned the clearance thumbnails’ look and feel on email, desktop, and mobile.
West Elm’s old page was outdated and felt off-brand. My improved version is above and my systems based approach is below.
Senior Designer: Amanda Derosa
Creative Lead: Hannah Berk
UK Marketing Manager: Christopher Eckert
AU Marketing Manager: Arthur Kapera
How do you start a project when the assignment is simply, “make it look better”?
Start by designing the email. West Elm sends emails out a few times a week therefore it’s easy to start with a more out-there design and change it if it’s not working.
I pitched three different email options. My updates would be permanent so I looked for ways to make the clearance thumbnails on-brand but not too trendy (top left image). It was important that the thumbnails looked good even as the content around them changed.
We decided that option 1 (top left image) was the most versatile and so I expanded the design to desktop and mobile. I made sure that each icon was evenly proportioned and perfectly spaced for delivery to Australia, United Kingdom, Canada, and Franchise. I created solutions for when icons needed to be added and subtracted and rules around using them (bottom left image).