Ecommerce + Email Marketing

travelSmith, Novato, CA

As Senior Web Designer at TravelSmith I was responsible for the e-commerce face of the company. Over seven years I lead the design of the website through 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, and the path-to-purchase. In support of the website I designed 200 emails per year, art directing freelancers on overflow projects 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. Over seven years I lead the design of the website through 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, and the path-to-purchase. In support of the website I designed 200 emails per year, art directing freelancers on overflow projects 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 Campaigns

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%—and growing—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.