Happy birthday!

I was tasked with creating a new, user-centred content strategy and design to engage with fans on their birthdays. This was to replace a series of disjointed experiences that had been created in silos without focusing on the user. 

Many different stakeholders were involved—across CRM, loyalty and ecommerce teams—and had different visions for the project. I began by interviewing all stakeholders to understand their perspectives before creating a content strategy to align on a shared goal: a user-centred moment of celebration. 

We replaced multiple emails and web pages with one email and one landing page, with dynamic and personalised content to account for different user journeys. I took all stakeholder feedback onboard and found compromises to deliver on priorities. When stakeholders disagreed on content order, I referred to user data (such as email open and click through rates) and our aligned content strategy to help everyone agree.

A boring login screen was ruining the mood for users that weren’t signed in. I turned a technical hiccup into a playful moment of anticipation.
Previous versions read “See you next year”, designed for users who waited too late to click through the email. But what if they’re too early? “Next birthday” accounted for these different user journeys.

I wrote with personalised touches and a warm tone of voice, transforming boring login screens to moments of anticipation and out of region errors into well wishes and helpful redirections. I concluded from surveys and cart abandonment rates that users were confused about redeeming their birthday discount, so I edited legal and marketing copy into plain English to clarify. I ensured the experience was accessible, providing heading levels, alt text and labels in the copy matrix and Figma markup, and provided QA help with screen reader and keyboard navigation.

Stakeholders were thrilled with the unified, user-centred experience they’d co-created, and we met our goals in qualitative user surveys and quantitative KPIs like CTRs and page visits. Since launch, we’ve continued to review, optimise and update the content, guided by our strategy.

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