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Hallmark Category Pages

2017

After completing the Category & Browse redesign, we focused on providing detailed content strategy for the relaunch of key category pages using the new components.

Roles: UI designer, Content strategist

Tools: Axure, Photoshop

We collaborated with business and marketing partners on content strategy, providing initial art direction and suggesting content for the following category pages: Gifts, Cards, Ornaments, Home Decor, Gift Wrap, and Christmas. This process included taking into account existing marketing mailers, emails, etc. and repurposing imagery and editorial where appropriate.

Gifts page


Suggested content
Final content



Cards page


Suggested content

Final content


Ornaments page


Suggested content

Final content


Home Decor


Suggested content

Final content



Gift Wrap


Suggested content

Final content




Christmas


Suggested content

Final content




After the new pages launched, we provided ongoing peer education regarding components and content strategy, which included extensive documentation regarding component display, function, asset specs, usage, etc.
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© Emily James