Plum District was a daily deals business “by moms, for moms”. Local mothers formed the nation-wide sales force to generate side income while staying home with their children.
As the company’s sole designer after their Series A, I developed much of the visual identity of Plum District’s new brand and was responsible for introducing several new ecommerce features.
Plum District undertook a major rebranding project led by an outside branding agency shortly after I joined. It was a great experience to be part of the entire brand generation and exploration process for a brand with big goals, a niche audience, and VC backing.
I can’t take credit for the visual design of the brand, but shortly after this project was completed, we needed to redesign the purchase flow to allow sales to present offers for more than one product from the same vendor.
I worked with Sales and Engineering to identify what features were required, how the feature would integrate with the Salesforce backend and the constraints that imposed, as well as resolving the visual design changes required in order to support the new options.
The deal page incorporating multiple line items.
The new design also included automatic calculation of discounted price when the user had credit available in their account to provide further purchase incentive, as well as the ability to support multiple redemption locations for a Deal.
I worked closely with the in-house marketing team to design and produce assets to support promotions on the marketing calendar. Promotions frequently featured a unique badge that was added to the normal deal page design, as well as a promotional header for the web site and daily deal email.
Because of the frequency of marketing promotions, I also worked with Product and Engineering to implement a mini publishing system for these promotions that allowed them to be scheduled and run without needing to coordinate the timing with engineering deployments.
During the holiday season Sales focused their deals into several promotional categories. I worked to develop badges for each type of deal.