Revolutionizing Brand Web Presence and User Experience
In my role as a Web Production Coordinator, I spearheaded the management and updating of websites for three major brands. My focus was on enhancing user experience, ensuring seamless navigation, and maintaining high performance across all digital platforms."
Project overview
As a Web Production Coordinator at Marc Fisher Footwear, my primary responsibility was to manage and update the websites of three distinguished brands: Nine West, Easy Spirit, and Marc Fisher. This involved regular maintenance and updates within the Shopify eCommerce platform, ensuring that each site remained current, user-friendly, and visually appealing. I played a key role in email and website homepage scheduling, aligning content with marketing strategies and promotional calendars. My commitment to excellence was evident in the routine health checks performed each morning, confirming the accuracy of promotions and the relevance of homepage content. This role required a blend of technical expertise, creative vision, and strategic planning, and it significantly contributed to the enhanced online presence and improved user engagement for each brand.
How Did the Project Start
The journey began with an in-depth analysis of the existing digital footprint of the three brands. I identified key areas for improvement, such as outdated content, lackluster user interface design, and inconsistent brand messaging across different platforms. Recognizing the potential for leveraging the Shopify eCommerce platform, I proposed a comprehensive strategy to revitalize the online presence of Nine West, Easy Spirit, and Marc Fisher.
The initial phase involved collaborating closely with marketing teams to understand their vision and objectives. This collaboration was crucial in aligning the website content with upcoming marketing campaigns and promotions. I then conducted a thorough audit of the current website designs, assessing their functionality, aesthetic appeal, and user experience. Based on these insights, I developed a detailed plan for website updates and redesigns, prioritizing features that would enhance user engagement and ease of navigation.
One of the significant challenges was to streamline the content management process across multiple brands while maintaining a distinct identity for each. To address this, I implemented a structured content update schedule, utilizing Trello for project management, ensuring that each brand's website remained fresh and relevant.
Another critical aspect was the integration of email campaigns with the website content. I developed a scripting framework to coordinate email and website promotions, creating a cohesive user experience from inbox to website. This involved producing over 35 email campaigns weekly, a task that demanded meticulous attention to detail and a deep understanding of each brand's audience.
The project's success hinged on my ability to balance technical skills with creative insights. I regularly engaged in quality assurance processes for new builds and updates, ensuring that every change enhanced the overall user experience. Additionally, I worked on backend improvements, optimizing website performance, and ensuring that all content was up-to-date and aligned with the brands' overall marketing strategies.
This project was more than just a technical endeavor; it was a journey in understanding and translating brand essences into digital experiences. Through this process, I not only sharpened my skills in web development and digital marketing but also gained invaluable insights into brand storytelling and user engagement.
Project execution
The execution phase of the project was marked by meticulous planning and effective collaboration with cross-functional teams. The images from the final report document vividly illustrate the transformation of the websites. These visual representations showcase the new layouts, updated color schemes, and improved navigation menus, highlighting the attention to detail and dedication to creating a seamless user experience.
From the initial concept to the final implementation, each step was carefully documented, providing a transparent view of the project's progress. The images serve as a testament to the hard work and creativity invested in revitalizing the digital presence of these brands.