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Made In is an award-winning, chef-backed cookware company known for its restaurant-quality, performance kitchenware. Born out of a small family-owned restaurant supply business more than ten decades ago, Made In aims to expand its reach to a broader audience of cooking enthusiasts through digital and e-commerce channels.
Client Goals
After making the leap from supplying to creating, Made In Cookware is now proudly found in thousands of restaurants and home kitchens worldwide. With the brand's growing reputation and popularity, Made In turned to Wunderkind to maximize user conversion for its digital channels and potentially unlock a new performance medium.
Opportunity Discovery
Utilizing Wunderkind's data-driven segmentation technology to gain insights into consumer behavior, campaign traffic, and conversion rates, we are able to craft and deliver an unobtrusive yet personalized omnichannel experience for current and prospective customers.
Before joining Wunderkind, Made In used email as the primary means of communication with their customer base. The client outsourced the majority of their design work, including email campaigns, leading to a lack of cohesion in their visual identity and brand messaging. As the sole designer for this client project, I took over the redesign of Made In's emails and presented new interactive experiences focused on text message marketing. As one of the most direct and personal communication channels, text messaging has become one of the fastest-growing – and most effective – revenue channels for brands.
Before ( Generic Marketing Blasts )
After ( Behaviorally Triggered Emails )
Design Decisions
Ergonomic-friendly, mobile-first designs. Excited to launch a new performance channel for the client, my goal was to ensure that the functionality and aesthetics of the user experience were optimized for mobile users. I paid particular attention to designing interfaces that align with the user's natural physical interactions, minimizing strain and enhancing comfort. In the context of text message (SMS) marketing, this meant prioritizing touch-friendly features, such as appropriately sized touch targets, thumb-friendly navigation, and reducing the need for excessive scrolling or typing.
Designing for inclusivity and accessibility. To maximize reach and performance, it was a priority to design interfaces that were inclusive and accessible to a broad range of audiences. I ensured all designs adhered to the Web Content Accessibility Guidelines (WCAG) through considerations for proper color contrast ratios, scalable text, and support for screen reader functionality. To ensure device compatibility, I conducted thorough testing across a range of screen sizes and operating systems to validate consistency in layout and functionality. This process involved fine-tuning responsive breakpoints, optimizing layouts to accommodate older mobile devices, and minimizing load times to enhance usability.
A/B testing various layouts and content. During our client call, I presented various design options, including fullscreen layouts and imagery-free evergreen designs. The client shared insights from past performance data, highlighting that designs with imagery typically outperformed those without. However, they were receptive to experimenting with different layouts and refining the copy, as adjustments could be made throughout the campaign based on ongoing performance feedback.
Business Impact
While text message marketing presents an exciting opportunity for brands to convert and retain customers, it is critical for marketers to be strategic with their channels and messaging in a world where consumers are constantly flooded with marketing messages. Studies show that nearly half of consumers prefer direct communication from brands but are sensitive to the volume of messages. Therefore, brands need to ensure their texts are relevant but not intrusive.
The final designs treat text messaging as a mobile-first revenue channel. This ensures the brand is positioned to grow its subscriber lists and meaningfully integrate its text marketing plays with other channels and campaigns.
Final Delivery
After reviewing the designs, the client immediately gave the green light to go live with the campaigns. The result? An exponential increase in email opt-ins and onsite impressions within the first three months of deployment! Myself and succeeding designers will continue to follow up with the client and internal stakeholders for seasonal campaign updates and ensure deployments are meeting anticipated performance standards.
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