E-commerce design for a children's retail brand
Hands down one of the most fun roles I’ve ever had was leading the UX/UI design, creative direction for brand, and digital marketing for this Raleigh e-commerce retailer.
Overview
Rosenberry Rooms was an online retailer specializing in children's furniture, bedding, and décor — carrying 45,000+ products from 400+ wholesale vendors worldwide. As Lead Designer, I owned the full digital design experience: website, email, social media, and digital advertising — all for a family-focused consumer audience.
What I did:
UX/UI, brand, creative direction, marketing, content
Led digital design and content for a children's furniture and décor e-commerce brand.
Designed and distributed HTML email campaigns via Salesforce to a customer base exceeding 150,000 — optimizing for engagement and conversion across a family-focused consumer retail audience.
Collaborated with Marketing and Merchandising leadership to review analytics and develop B2C campaigns that improved user experience and drove online sales.
Brand
Rosenberry Rooms already had a great logo, but the brand needed to better defined. Using the showroom and products as inspiration, I worked with the owner to get to the heart of how she wanted to see the company and brand represented in digital.
Brick-and-mortar showroom, Raleigh, NCColor palette
A fresh color palette and updates to the website and blog would give the brand a more modern, whimsical appeal.
Building from the green logo, I chose a modern and playful range of colors.
Accessibility considerations
Some darker shades were included for instances where color contrast is needed for accessibility.
Existing logo
Website design
The website and blog were updated with the fresh new color palette, patterns, and components.
I partnered regularly with an external developer to update the UI of the site. I also continuously optimized the site to promote with products that were most popular in organic search and site traffic, and incorporated keywords into body content.
Magazines + television
One of the most fun aspects of this job was working with magazines and TV shows on the promotion of our products.
I coordinated editorial features, typically based on some sort of theme, with magazines like Pregnancy & Newborn and HGTV Magazine.
I also coordinated product placement on television for MTV’s Snooki & JWoww and ABC’s Nashville.
Marketing + advertising
I worked with the VP of Marketing to identify key product segments to promote throughout the year. I designed email campaigns, retargeting ads, and social media graphics and content.
