The Solution:

To address this issue, the focus shifted to updating Target Deals creative to utilize a digital-first design system. This new system aimed to be a flexible design framework that can adapt to various promotional needs while maintaining brand consistency.

My Actions:

I spearheaded the redesign and development of the Category Amplification (Deals) and Priority Offers design system, which included creating a new scalable framework, as well as simplifying and standardizing inputs. Additionally, I led the development of new tools to automate weekly production, within a Dynamic Creative Optimization (DCO) environment.

Accessibility features were integrated to ensure all ads meet ADA standards and was inclusive to everyone. I also created animations for the ads, collaborated with stakeholders, defined digital requirements, led quality assurance, and conducted training sessions for team members on system usage.

Results:

The project led to improved team efficiency and a refined overall process. This included optimizing image and copy handling for a more streamlined system. Notably, the project yielded visually appealing results and showcased the ability to make real-time creative adjustments. The personalized 19-category amplification banners were particularly successful, with a 47% average increase in click-through rates (CTR). Priority offers banners saw a 16% increase in CTR, and priority offers social ads saw a 4% increase. Overall, our process's timing was reduced by 82%.