Customer Experience and Branding Case Study for PopLush Embroidery.
Lead Designer: Jeffrey Opp
Brand Manager: Megan Eckman
Goal
Build deep customer-brand relationships that sustain the business so it can provide fans with bold embroidery designs.
Audience
People who do some crafts or creative things such as knitting and cross-stitch but are not serious about sewing. This brand has a high percentage of tattooed librarians, body-positive belly dancers, and ex-roller derby players as fans.
Research Conducted
For the rebrand, we worked with Lucky Break Consulting and conducted customer research, competitor analysis, and conversational research.
Ongoing research includes:
Surveys, customer interviews, conversational research, website analytics, email metrics, club subscriber stats, and subscription churn analysis.
Logotype for PopLush Embroidery crafted from custom type.
PopLush Design Guidelines
Brand inspiration
Brand color guide
Brand logo
Type treatments
Graphic elements
PopLush Embroidery Website
Website homepage
Kit collection page
Single product page
After rebranding and redesigning the website we observed a 70% expansion in returning user traffic.
Email Marketing Templates
These simple email templates put the focus on the content and the message of the marketing. They consistently provide an open rate twice the average for e-commerce. Some customers have been engaging consistently with the mailing list for six years.
Certificate of Achievement
Certificate of achievement part of customer engagement campaign.
Packaging design
Packaged Solar System Kit front composite image
Packaged Solar System Kit back composite image
Packaged Kraken Kit front composite image
Packaged Kraken Kit back composite image
This composite image is made up of a mixture of rendered pages, 3D models, and photographs to provide a clear image of what a packaged-up kit looks like. This solution avoids the excess glare involved in photographing cellophane and makes introducing new designs less time-consuming.
Product Photography
Solar System labeled kit
Salty Sailor labeled kit
The Kraken labeled kit
Quad Goals labeled kit
Zinnia Minnia being sewn
Mermaid being sewn
Kit Papers and Instructions
Front of kit paper
Back of kit paper with sewing instructions
Inside of kit paper with how to sew guide
Each kit paper opens, teaching the four basic stitches needed to complete any PopLush Embroidery design. This feature expands access to more users.
Unboxing Experience
Kit wrapped for customer
Customer Thank You card
Printed Envelope
Packing List
We crafted an unboxing experience that delights customers, boosts social media engagement, and supports a 5-star customer rating.
Club Information Flyer
Club information flyer side one.
Club information flyer side two.
This club information flyer was sent out to subscribers with their first order to anticipate their questions and need for help and reassurance. A later redesign of the club products and club FAQ webpage eliminated the need for this flyer.
Rack Cards
These rack cards are sent to resellers to help show off the best features of the kits. The design is intended to work for both reseller employees and their customers.
Wholesale line-sheet/ look-book design
The Impact
The customer-centered design approach to business operations helped drive a 68% repurchase rate. Customers have purchased up to 80 orders for themselves and their loved ones.
43% of our customers trust the brand enough to buy more than one product type.
The average customer purchases five times while the average club subscriber purchases nine times on subscription products alone.
What We Learned
Many customers like to have something to do while watching TV. Others enjoy a tactile pastime in a predominantly digital world. For some, it helps calm their anxiety. Many club subscribers say it is like a gift that they look forward to getting.