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Rebranding CVS Photo July 2016 – August 2017

From July 2016 to August 2017, I provided strategic suggestions for improving user experience on the CVS Photo website. This included proposing section-by-section changes to content, layout, and overall site flow. I also developed unique content, wrote order-related emails, and created promotional campaigns to attract new users.

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Rebranding CVS Photo July 2016 – August 2017

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  1. Rebranding CVS PhotoJuly 2016 – August 2017 www.davertisingcopy.com

  2. Site assessmentAfter performing a site audit, I offered strategic suggestions for improving user experience by proposing section-by-section changes to content, layout, and overall site flow.

  3. Strategic Content Development • To differentiate CVS Photo from similar photo printing/gift sites, I proposed capitalizing on the benefit of the physical store and the ability to get non-photo items with photo orders. • I suggested unique content not found on any other photo site that would attract new users by offering easy gift ideas that included photo and other in-store products. • I then created this occasion-based gift guide that paired photo products with in-store items to provide users with easy and original gift-giving solutions.

  4. User ExperienceI wrote all order-related and abandoned cart emails, rewrote Snapfish language to reflect CVS Photo’s brand, created user instructions, and developed a consistent way to indicate Same Day Pickup and Ship to Store.

  5. Public RelationsAfter a site glitch allowed users to stack multiple coupons for nearly 90% savings on canvas prints, I created this apology email and these talking points for customer service agents fielding by calls from angry consumers.

  6. Site content and promotion In addition to seasonal category and home page headlines, I wrote biweekly promotional emails.

  7. 2016 Holiday CampaignThis holiday campaign played with social media terms to encourage users to turn virtual photos into gifts.

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