Problem: How to establish TSC as a thought leader in core product categories to existing customers?
Quickly launch a digitized version of their Out Here Magazine to their 12 million Neighbors Club members featuring upbeat editorial vignettes of the Out Here lifestyle, helpful how-to articles and listicles, and video content.
Approach: Quickly build a team of editors, designers, and developers to launch an MVP
In the first phase of the project, I assembled a working wireframe of the magazine in Adobe XD and tested with potential users. Initial build, testing and prototype were built in weeks to align launch with seasonal ads and content .
Media kits and a dedicated sales team were built to attract ad placement from the TSC vendor ecosystem
We were given the challenge of making the magazine self-funding. We targeted potential advertisers that aligned with specific stories on the content calendar, and created special opportunities based on their brand.
Email templates were designed and deployed across segmented lists to nearly 12M of TSC’s most active customers
Close attention was paid to open rates. Deployment times were altered to increase click-through and increase engagement from month to month.
Unique Users increased by 37.7% since Launch
Heat maps, scroll maps, and confetti were studied to improve performance
User data was scoured for ways to reduce scrolling between stories and content. We prioritized a Table of Contents redesign that emulated familiar mobile experiences that enable content discovery through scrolling.
Time on Site increased 13%.
UI kits were created to aid designers
The design team executed monthly issues and stories in Adobe XD.