Choxi (formerly NoMoreRack) was an online shopping destination for those who wanted quality, brand-name apparel and accessories at up to 80% off retail. We offered authentic designer merchandise, non-branded, trendy items, and fabulous fashions at unbelievable prices.
We were ranked number 202 of the Top 500 internet retailers, the second-fastest-growing web-only retailer in 2013 and 2014. In 2013, we experienced a 600 percent revenue by using personalized cross-selling and up-selling promotions for Black Friday, Cyber Monday and VIP events.
Role played.
I was the Creative Director and mentored and led a team of eleven creative professionals. My team was responsible for brand strategy, user experience design, product photography, digital strategy, social media strategy, print stationery, and collateral.
Choxi Brand.
- Design thinking
- Brand Strategy: Promise, Personality, Value Proposition.
- Brand Systems: Graphic Standard Manual and Photography Guidelines
- Digital Templates: UX and UI eCommerce design
- Digital Marketing Strategy
- Results
Design Thinking.
Tools used.
Our mission was to build a brand that engaged users and anticipated expectations. We continuously executed user-testing, research, and competitive analysis to understand trends better and respond to users’ questions during their purchase journey (sales funnel).
- Mind Maps
- Story Boards
- Flow Charts
- Sitemaps
- Wireflows/Wireframes
- High-Fidelity and Low-Fidelity Prototyping
Customer profiling.
User persona.
DEMOGRAPHICS: Age range 22-35 in the US. Moms looking for deals. Elementary and secondary education. Household income 43,558 to $56,89.
PAIN POINTS (Concerns/Fears): Income is limited. Need to look for real deals/Best Prices. Challenging to get good-quality products at low prices. Dissatisfied with the returns process. Don’t like to wait for products. Experienced a recent drop in household income.
GOALS (Motivators/Descriptors): They feel great when they score a real deal. A feeling of success. Easy shopping experience and returns, no question ask. Exclusive deals for fans.
TECHNOLOGY SAVVY: Low to Medium.
SOCIAL MEDIA CHANNELS: Primary: Facebook. Secondary: Instagram.
Brand Strategy.
BRAND Promise: Deep Discount Without Losing Quality
UPS: Everything we sell is straight from the manufacturer or a licensed agent, so you know it’s 100% authentic. We guarantee it! By finding the best products and suppliers and utilizing up-to-date technology wherever we can, we could pass these extreme savings on to our users—and we love doing it.
TAG LINE: Everything you love for less.
VALUES: Honesty (New and authentic products). Friendly (Best and exclusive discounts). Service (Easy buying and Easy returns)
BRAND PERSONALITY: Choxi is a young mom in her thirties. She is the friend who is always there for you. She always loves to advise on how to get the best deals. Financially conscious, witty, thoughtful, and contemporary. She always loves to advise on how to get the best deals. She can dress the part when necessary. She drinks wine, likes to entertain, and has goals to be in shape but doesn’t mind taking that cheat day.
Brand Systems.
Graphic Standard Manual.
We ideated, implemented and continuously improved Choxi Graphic Standard Manual to create a consistent feel and look and increase Choxi’s brand value and recognition. My team of designers followed the guide, achieving a consistent visual identity and cohesive message from piece to piece regardless of the media channel. The company’s image had one look and one voice, and customers identified themselves with it. You can see the full Graphic Standard Manual.
Photography Guidelines.
Quality in photography plays a decisive role in selling products online. Our clients could not touch or feel the items online; thus, the more visual information we provided to showcase the product, the more attractive and well-understood it was, and the more it incited a purchase.
In collaboration with the team, we defined photography guidelines and provided them to our suppliers and in-house photography so that we made sure there was consistent quality, feel, and look of products throughout the site (image resolution, sharpness, lighting, and variety of views of the products). As a result, the site attracted more visitors and sold more items. You can check the full Photography Guides document.
Digital Templates: UX and UI eCommerce web design.
We designed a clean and simple User Interface (UI) and User-centred Experience (UX) for each visitor. By defining Graphic Standards, including UI assets, colour palette, texture and typography. The visual hierarchy was essential for the clarity of the message as we had around 200 new deals daily. Our flows (UX design) focused on clients’ needs and with the idea of empowering them to accomplish their goals of getting great deals efficiently.
“To score a real deal, make me happy,
Makes me feel I am saving money for the family.”
—Choxi Client.
Our site base structure consisted of an index page and search field, a Search page, quick view, promo banners, product page, reviews, overlays for login, check-out overlay, invoice, wish list page, social proof and footer.
Site Mailers.
Our essential email set for everyday tasks consisted of Welcome, First Purchase, Birthday, Order Conformation, Order Shipped, Password Reset, Add us to your contact list, Wish List, Wish List Reminder, and We miss you.
Site and Events Banners.
Designer Deals | Event Banner
Digital Marketing Strategy.
- Email Marketing
- Social Media Strategy | Social, TALK & SHARE
- Loyalty, referrals and affiliate programs
- Video Marketing | We ask users to film themselves opening their products and give their reviews for the chance to win electronics. We posted the videos on our site and social media channels.
- Content Marketing | We had a blog with articles to promote high-end products to show how to use them and recipes.
- SEO, SEM, PPC, Digital Ads | We collaborated with the Editorial team to have strong product descriptions on all pages and digital ads.
Email Marketing.
Our email marketing included: daily deals emails, events and exclusive promotions emails, and marketing automation emails (personalized email marketing campaigns based on user behaviour). Our daily deals email was sent to 24 million customers with an average of 26 new deals. The overall conversion rate of 10% and average ROI of 25%.
Personalized email marketing campaigns.
Our essential personalized mailer set consisted of Homepage Browsing, Event browsing, Search field or page use, Abandon Cart and Category Browsing.
Events and exclusive promotions emails.
Promotional Marketing Emails were sent to specific segments on our database with tailored offers or discounts and a clear call to action (CTA). Our copy was about giving, not getting, and all our offers were time-sensitive or limited-access-only. We had personalization strategies for VIP clients, seasonal promotions and brand-specific. We maintained a consistent look, feel and tone in each piece. The content answered our user questions and indicated clear CTA’s. All this was aligned with the overall brand strategy.
Facebook and Instagram Posts & Ads
We created an engaging and cohesive design across all pieces: The central concept was the value of Unbeatable Deals.
We ideated two main pillars:
- Personal Connection: Inspirational quotes 3 times a week
- Unbelievable New Deals: Dailly posting. We promoted our deals online with specific Mental triggers such as
Scarcity Limited inventory with substantial discounts
Urgency Time: this weekend only
Exclusivity For VIP clients ONLY, we sent the email 2 hours earlier with free shipping.
Best price in the market and exclusive for fans. Reached an engagement rate of 8% on average.
We understood and anticipated our users’ wants and provided successful promotions and events by closely following marketing trends and analyzing our user’s behaviours.
Testimonials.
Digital Ads.
Loyalty program (Friendrack).
The Share, Give and Get campaign.
- Share. Share the site and how happy you are with your purchase
- Give. Any referral gets $10 on their first purchase
- Get. Get free products.
We introduced a loyalty program called Friendrack. It promoted the sharing of the site in exchange for points to buy electronics on the site and exclusive discounts and events. We implemented point tracking throughout contests such as trivia night or video submission. We asked the user to send videos with their purchases. They got extra points or special bonus discounts for subsequent purchases. This program successfully transformed itself into
The Results.
We delivered on a weekly bases an average of 1,750 new design compositions; this number includes:
- Daily refresh Index with 100+ new deals
- New Product pages 100+ new deals
- 42 category events with an average of 30 products each
- 20 social media posts
- 14 mailers with 24 new products each, and
- 7 exclusive promo mailers with an overall conversion rate of 10%.