CASE STUDY
CASE STUDY
CASE STUDY
CASE STUDY
CASE STUDY
Helping Gumtree break the ice with their users
Helping Gumtree break the ice
with their users
Helping Gumtree break the ice
with their users
Helping Gumtree break the ice with their users
Helping Gumtree break the ice with their users
Over the course of two years, I collaborated with a small team of strategists, copywriters & developers to develop an automated, personalised CRM program for Gumtree.
With better segmentation strategy & a deep understanding of the user journey, I designed a modular system that reflects the look and feel of the brand and serves the right message at the right time. The content and combination of each block are unique to each customer with the main goal to reengage and inspire action.
Over the course of two years, I collaborated with a small team of strategists, copywriters & developers to develop an automated, personalised CRM program for Gumtree.
With better segmentation strategy & a deep understanding of the user journey, I designed a modular system that reflects the look and feel of the brand and serves the right message at the right time. The content and combination of each block are unique to each customer with the main goal to reengage and inspire action.
Over the course of two years, I collaborated with a small team of strategists, copywriters & developers to develop an automated, personalised CRM program for Gumtree.
With better segmentation strategy & a deep understanding of the user journey, I designed a modular system that reflects the look and feel of the brand and serves the right message at the right time. The content and combination of each block are unique to each customer with the main goal to reengage and inspire action.
Over the course of two years, I collaborated with a small team of strategists, copywriters & developers to develop an automated, personalised CRM program for Gumtree.
With better segmentation strategy & a deep understanding of the user journey, I designed a modular system that reflects the look and feel of the brand and serves the right message at the right time. The content and combination of each block are unique to each customer with the main goal to reengage and inspire action.
Over the course of two years, I collaborated with a small team of strategists, copywriters & developers to develop an automated, personalised CRM program for Gumtree.
With better segmentation strategy & a deep understanding of the user journey, I designed a modular system that reflects the look and feel of the brand and serves the right message at the right time. The content and combination of each block are unique to each customer with the main goal to reengage and inspire action.
CREDIT
CREDIT
CREDIT
Feed Agency
YEAR
YEAR
YEAR
Year
YEAR
2017-2019
MY ROLE
MY ROLE
MY ROLE
My role
MY ROLE
Design lead
BACKGROUND
BACKGROUND
BACKGROUND
BACKGROUND
BACKGROUND
As design lead, I was also responsible for the quality and timely delivery of all design output for Gumtree as and overseeing a small team of designers.
The work ranged from creating content for email, onsite, display advertising to creating guidelines, templates and ad-hoc projects.
As design lead, I was also responsible for the quality and timely delivery of all design output for Gumtree as and overseeing a small team of designers.
The work ranged from creating content for email, onsite, display advertising to creating guidelines, templates and ad-hoc projects.
THE PROBLEM
With a large number of weekly newsletters being sent to a subscriber base of 6.6 million, Gumtree found that over the years their communications were slowly becoming obsolete and the “one-size-fits-all” approach wasn’t delivering results.
With a large number of weekly newsletters being sent to a subscriber base of 6.6 million, Gumtree found that over the years their communications were slowly becoming obsolete and the “one-size-fits-all” approach wasn’t delivering results.
With a large number of weekly newsletters being sent to a subscriber base of 6.6 million, Gumtree found that over the years their communications were slowly becoming obsolete and the “one-size-fits-all” approach wasn’t delivering results.
With a large number of weekly newsletters being sent to a subscriber base of 6.6 million, Gumtree found that over the years their communications were slowly becoming obsolete and the “one-size-fits-all” approach wasn’t delivering results.
THE SOLUTION
THE PROBLEM
A modern, automated CRM programme that reaches 6.6 million people a month. Each email serves highly personalised content, made up of a unique mix of content cards. No two are the same.
A modern, automated CRM programme with a sophisticated strategy based on user insight. Each email is made up of a unique mix of content cards and serves highly personalised content to each customer in the right point of their journey. No two are the same.
With a large number of weekly newsletters being sent to a subscriber base of 6.6 million, Gumtree found that over the years their communications were slowly becoming obsolete and the “one-size-fits-all” approach wasn’t delivering results, nor reflected the look and feel of the brand or conveying the right message to their customers.
A modern, automated CRM programme that reaches 6.6 million people a month. Each email serves highly personalised content, made up of a unique mix of content cards. No two are the same.
DESIGN APPROACH
DESIGN APPROACH
DESIGN APPROACH
Aiming for emotional design
Aiming for emotional design
Aiming for emotional design
Aiming for emotional design
By mapping out all existing user journeys and outstanding categories of content from past sends, helped me categorise them into four content cards - welcome, product, business and engagement cards.
All card types are used as building blocks to form endless unique combinations that serve dynamic and highly engaging content.
By mapping out all existing user journeys and outstanding categories of content from past sends, helped me categorise them into four content cards - welcome, product, business and engagement cards.
All card types are used as building blocks to form endless unique combinations that serve dynamic and highly engaging content.
By mapping out all existing user journeys and outstanding categories of content from past sends, helped me categorise them into four content card types - welcome, product, business and engagement cards.
All card types are used as building blocks to form endless unique combinations that serve dynamic and highly engaging content.
By mapping out all existing user journeys and outstanding categories of content from past sends, helped me categorise them into four content card types - welcome, product, business and engagement cards.
All card types are used as building blocks to form endless unique combinations that serve dynamic and highly engaging content.
By mapping out all existing user journeys and outstanding categories of content from past sends, helped me categorise them into four content card types - welcome, product, business and engagement cards.
All card types are used as building blocks to form endless unique combinations that serve dynamic and highly engaging content.
The content in each email is machine picked to create the perfect mix.
The content in each email is machine picked to create the perfect mix.
The content in each email is machine picked to create the perfect mix.
"The content in each email is machine picked to create the perfect mix."
"The content in each email is machine picked to create the perfect mix."
RESULTS
RESULTS
RESULTS
Delivering highly relevant content to previously disengaged audiences has rapidly increased personalisation and put Gumtree ahead of the curve.
Traffic to site increased considerably and overall has saved us over 130 hours of work.
Delivering highly relevant content to previously disengaged audiences has rapidly increased personalisation and put Gumtree ahead of the curve.
Traffic to site increased considerably and overall has saved us over 130 hours of work.
Delivering highly relevant content to previously disengaged audiences has rapidly increased personalisation and put Gumtree ahead of the curve.
Traffic to site increased considerably and overall has saved us over 130 hours of work.
Delivering highly relevant content to previously disengaged audiences has rapidly increased personalisation and put Gumtree ahead of the curve.
Traffic to site increased considerably and overall has saved us over 130 hours of work.
TAKEAWAYS & CHALLENGES
TAKEAWAYS
Email is only a small part of the digital marketing mix
Email is only a small part of the digital marketing mix
To consistently deliver relevant, personalised content and reach goals, email needs to work simultaneously with other marketing channels. Additionally, I believe Marketing & Product can close the cycle by continuously sharing insight and feedback in order to create a consistent experience across the board.
01 A stronger focus on applying UX principles to marketing design helps to increase a campaign's effectiveness.
02 Unaware of broken data sets, we didn't get any results for over 6 months. The lack of data and control delayed iteration and led to overwhelming, overpopulated emails. This eventually led to creative fatigue and high unsubscribe rates.
01 A stronger focus on applying UX principles to marketing design helps to increase a campaign's effectiveness.
02 Unaware of broken data sets, we didn't get any results for over 6 months. The lack of data and control delayed iteration and led to overwhelming, overpopulated emails. This eventually led to creative fatigue and high unsubscribe rates.
NEXT UP: A SHORT & SWEET ONE 
NEXT UP: A SHORT & SWEET ONE