CRM Communications & Other Online Assets
Digital Ads
How might we bring a UX perspective to CRM journeys to help improve our customers’ experiences?
COMPANY & DEPARTMENT
Company: Chalhoub Group. The Group is based in Dubai, UAE with retail networks across the GCC and Egypt.
Department: Digital Team, Beauty Vertical
DURATION
June 2019 - August 2021
PROJECT TYPE
Digital Design (CRM comms, digital ads, website banners)
TOOLS USED
Adobe Illustrator & Photoshop
MY ROLE, SCOPE & METHODOLOGY
Role: Design Team Lead working with 2 junior designers as direct reports.
Scope: front-end design
CRM Customer Journeys
Working with the CRM team to collaborate on customer journeys is definitely one of the most engaging parts of CRM. Sending the right communication at the right time helps us be on our customer’s radar and keep our brands at the top of their minds.
5 journeys were accounted for as part of the initial phase — all revolving around customers and their shopping habits.
CRM Emailers
These are emailers that aren’t sent as part of a journey, but are standalone emailers — usually sent to inform customers of a new product launch, new offer, new store opening, etc.
The brands I’ve worked with are:
YSL
Make Up For Ever
NARS
Ghawali
Molton Brown
Penhaligon’s
By Kilian
Faces
Misc. Online Assets
The design team works as service providers, and we help out with other activities beyond UX & UI — we’ve had an active role in creating website assets for YSL, Molton Brown, and Penhaligon’s (all assets created have to sit within brand guidelines and are always subject to brand approval).
Additionally, we also design digital ads for online platforms, which include:
Instagram
Snapchat
Facebook
Google Display Network