From my little monitor to millions
NOW
UI, UX, Art Direction, Design, CRM
2021 - present
Overview
Over the past four years at NOW, I have transformed our CRM strategy by evolving a disorganised design process into a high-performing, data-driven system. I spearheaded the creation of a comprehensive template library and design system, utilising rigorous A/B testing and platform insights (Lyssna) to optimise UI/UX across emails and push notifications. By navigating technical challenges – such as dark mode compatibility and accessibility compliance (EAA) – I have ensured our campaigns not only meet user needs but consistently exceed sales targets across onboarding, winback, and cross-selling initiatives.
Beyond design execution, I overhauled our cross-functional workflow by developing a centralised timeline approach that serves as the "source of truth" for copywriters, CRM leads, and developers. This system has streamlined stakeholder visibility and build accuracy, moving us away from inefficient spreadsheets to a structured, collaborative environment. I continue to refine this process by integrating accessibility features like alt-tagging and exploring AI solutions to further automate brief integration, ensuring our CRM ecosystem remains both scalable and innovative.
The selection below showcases a range of high-performing CRM communications, from evergreen BAU engagement to strategic winback and cross-sell lifecycles. The journey begins with my latest 2025 seasonal campaigns, transitioning back to the 2022 Christmas "Wrapping Paper" toolkit and standard BAU assets. Note a shift in visual language – specifically within the CTA styling – marking the successful transition to ‘Project Gold,’ a major brand evolution. Also featured are some custom-animated GIFs designed to drive visual interest in both hero and in-body placements.
