Cruella CRO & Email Marketing
Cruella is a fashion e-commerce brand specializing in occasion wear and statement pieces for events, weddings, and special celebrations. The project focused on optimizing key customer touchpoints across the website and email marketing journeys to improve conversion rates and support online sales.
Visual Design
Project Overview
Client: Cruella
Industry: Fashion & E-commerce
Platform: Web & Email Marketing
Role: UX/UI Designer
The Challenge
The existing shopping experience presented opportunities to improve purchase confidence, streamline decision-making, and reduce friction throughout the customer journey. The objective was to enhance conversion performance while maintaining the brand's premium and fashion-forward aesthetic.
My Contributions
Redesigned key e-commerce pages with a conversion-focused approach.
Improved content hierarchy, messaging, and calls-to-action across critical purchase flows.
Optimized product detail and purchase experiences to support customer decision-making.
Designed automated email marketing journeys aligned with different stages of the customer lifecycle.
Created branded email campaigns for customer acquisition, discount promotions, and abandoned cart recovery.
Process
The project combined UX, visual design, and conversion optimization principles to improve both on-site and email-driven customer experiences.
Key activities included:
UX review of existing shopping flows.
Conversion-focused page redesigns.
Content and messaging optimization.
Email journey mapping and campaign design.
Visual alignment across web and email touchpoints.
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