Thane Direct | Danoz Direct

Web Designer | Email Specialist

Thane Direct is a home shopping organization that develops innovative home, fitness and beauty products that are distributed among its multiple global subsidiaries. It has more than 30 years of presence in North America and Australia.

Here I worked primarily as a Web Designer in the North America team while seconding as a lead developer and email specialist for Danoz, the Australian subsidiary.

Key Tasks

  • Web development

    Developed and managed e-commerce microsites and custom pages using HTML/CSS/JavaScript and CMS platforms such as Shopify, Buyist (formerly MOJO), Wordpress and WIX. Specific achievement included developing the Total Flex L microsite which became the top-performing product with $3.6mil revenue since its induction.

  • Digital design

    Developed high fidelity UI web designs and wireframes for e-commerce microsites and performed progressive modular design updates. Designed web visuals and creatives for marketing and promotional collaterals for digital marketing platforms: websites, email, Facebook and Amazon/Walmart/Online shopping channels.

  • Email marketing

    Led, managed and maintained email marketing for the Australia subsidiary which included strategizing and designing campaigns, updating email journeys and marketing pop-ups while assisting the North American branch. Increased revenue by 50% within six months, generated 25% overall annual revenue (~$300,000) via email marketing and achieved all-time high of $11,000 per week during Q4 2021.

  • Achievement

    Won Rookie of the Year Award 2021

Total Flex L

Buyist | CMS | HTML | CSS | JS | Illustrator | Photoshop

Brief

A rebranding exercise to relaunch the Nanogym as Total Flex L as well as its sister products, Total Flex M and Total Flex S. The former version of the website was designed and developed on a defunct version of Buyist with dated brand visuals and design.

Outcome

The Total Flex L became one of the best-selling products upon launch in 2021 and continued its strong performance to date with a strong margin profit. The first batch was sold out within three months and the management had forecasted that it would continue to perform exceptionally. To date, it is one of the best-selling products of the fitness line with 3.6mil revenue since its induction.

Live Site

Highlights

Web responsive

Web Responsive

The new layout had to be web responsive as majority of the customer base were making online purchases during the pandemic. Images and content were optimized to achieve consistent experience for different viewport sizes.

Icons design

Icons Design

Emphasis was placed on the design of the icons to present the features in palatable bite-sizes. Each icon was designed through Illustrator and repurposed for product packaging and emails.

Video implementation

Video Implementation

A preview video was filmed to highlight the versatility of the product. This custom element was developed to accomodate the unusual width of the video preview without losing its message and effectiveness. It was also customized to be device-responsive.

Custom code

Custom Code

The CMS platform had limitations in both layout and functionality. Custom code was developed and implemented in sections such as the mobile version of the tech specs to create a more mobile-friendly experience and to parse the information better without the page becoming longer.

BikeNook

Shopify | CMS | HTML | CSS | JS | Figma | Illustrator

Brief

A UX redesign exercise to migrate the BikeNook site to the Shopify platform. The site was redesigned on Figma to have a more modern and cleaner layout while adhering to the product style guide. It was also designed to be device responsive.

Outcome

A couple of A/B tests were performed to test the new design on Shopify against the old version on Buyist. The results proved positive with an uptick towards the Shopify layout and site was eventually migrated. Soon after, the BikeNook Turbo (another product of the same line) site was developed with the same design DNA due to the success of the migration.

Live Site Prototype

Highlights

Wireframes

Wireframes

High fidelity wireframes for both desktop and mobile were developed to present to the stakeholders for faster approval production. Figma was utilized for wireframing due to ease of sharing between team members, external parties and note-taking.

Cleaner layouts

Cleaner Layout

Key information was restructured to better suit the users. Some of the design changes were the simplification of the cluttered top fold, the revision of the price segment, the truncation of the review section and the addition of new information.

Web responsive

Web Responsive

The new layout had to be web responsive as majority of the customer base were making online purchases during the pandemic. Images and content were optimized to achieve consistent experience for different viewport sizes.

Custom code

Custom Code

The Shopify platform had limitations in both layout and functionality. Custom code was developed for the pop ups and drop downs to parse the information while keeping them on the page.

Email Marketing

Klaviyo | Buyist | Yotpo | Illustrator | Canva

Brief

Served as the email marketing specialist for Danoz, the Australian subsidiary. Led, managed and maintained email marketing for the Australia subsidiary which included strategizing, optimizing and designing campaigns, establishing and updating email journeys and marketing pop-ups while assisting the North American and UK branches.

Outcome

Increased email revenue by 50% within six months, generated 25% overall annual revenue (~$300,000) via email marketing and achieved all-time high of $11,000 per week during Q4 2021.

Highlights

Customizable layouts for email

Customizable Layouts

Steamlined designs and branding to indicate that the products were from the same sources and improve brand reliability. Styles were standardized in the email campaigns and easily transferable between products to increase roll out speed.

Promotional events for email

Event Executions

Shopify and Wordpress sale pages, banners, pop-ups, flows and campaign emails were designed and set up for larger promotional events i.e. Black Friday, Year-End Holiday Sale, Summer Sale and other seasonal events.

Email flows

Email Journeys

Welcome and Abandon Cart flows were updated with new designs to engage with new customers and the retain loyal clients. Promotional and event pop-ups were introduced and email flows were attached to the pop-ups to automate the flow, send reminders amd increase email database.

Email scheduling and management

Scheduling and Management

Planned and executed monthly email schedules, tracked and reported on email marketing metrics such as open rates, click through rates and conversions while staying up-to-date with industry trends and best practices.