Problem:
Customers were having difficulty distinguishing between the different fits of Roots’ iconic sweatpants when shopping online. Traditional marketing emails provided minimal context, leading to choice paralysis and lower conversion rates from email campaigns.
Solution:
To improve product understanding and streamline the decision-making process, I created an educational and visually engaging newsletter that showcased all sweatpant styles (for both men and women) within the viewport. A looping GIF allowed customers to preview each fit without scrolling, creating a frictionless comparison experience and driving traffic directly to each product’s detail page.
Methodology:
Led UX and visual design, coded the newsletter in HTML/CSS, and conducted QA testing across major email platforms to ensure consistency. Worked closely with the Marketing team on messaging and campaign strategy, and partnered with Data Analysts to define target segments and measure performance impact.
Impact:
This approach helped drive a 27% increase in sales for the featured products during the campaign window. The combination of intuitive UX, targeted messaging, and thoughtful motion design significantly improved engagement and conversion.
[ VIEW FULL NEWSLETTER BELOW ]