TravelSmith

Increasing online e-tailer’s competitive edge

As Senior Web Designer at TravelSmith I was responsible for the e-commerce face of the company. I led the website design of 4 major revisions, growing sales from 18% of total sales to over 85% at present. My ballywick included art direction, design and production of home, landing and product pages, with an emphasis on the path-to-purchase flow. To drive traffic to the website I designed over 200 emails per year, and art directed freelancers on additional emails as needed. I also art directed the design of the Travel Center, a content rich WordPress for travelers. section as well as the usual assortment of ads, banners, logos and more.

As Senior Web Designer at TravelSmith I was responsible for the e-commerce face of the company. I led the website design of 4 major revisions, growing sales from 18% of total sales to over 85% at present. My ballywick included art direction, design and production of home, landing and product pages, with an emphasis on the path-to-purchase flow. To drive traffic to the website I designed over 200 emails per year, and art directed freelancers on additional emails as needed. I also art directed the design of the Travel Center, a content rich WordPress for travelers. section as well as the usual assortment of ads, banners, logos and more.

Major Site Revisions

Home Pages

Landing Pages

Email Campaigns

Email Marketing

A critical driver of TravelSmith’s growth was strategic email marketing. My team and I designed and produced of over 300 emails a year. Using best practices and on-brand design, email productivity shot up, driving online sales from 18% to 85% over catalog sales.

Travel Center

To increase TravelSmith’s competitive edge the content-rich Travel Center was created to provide customers and travelers planning trips a place to find relevant travel content. I designed the first two interations of this section and then directed a San Francisco web agency to create the third major update using a custom theme WordPress theme.