Discovery & Research
I started by reviewing Chili’s existing marketing touchpoints including emails, website, Facebook, Instagram, and other customer-facing platforms. This helped identify key patterns in content and tone, as well as common themes in customer engagement. From this, I compiled use cases to understand how their emails could be standardized without sacrificing personality.
Wireframing & Use Case Planning
Using the patterns uncovered, I created a set of flexible wireframes that addressed multiple campaign types, without relying on one-off modules. The goal was to reflect Chili’s marketing voice while ensuring each component could adapt to a range of content types.
Strategy Collaboration
Collaborated with the strategy and copywriting teams to gain further insight into the brand and upcoming campaign goals. This collaborative step confirmed key needs like high-impact visuals, attention-grabbing hero modules, and interactive elements to boost engagement.
Development & Accessibility
Because interaction was a priority, I coordinated closely with the development team. They provided insight into how interactive modules would render across different email clients and shared best practices for fallback behavior. Together, we ensured that even the most dynamic components were accessible, functional, and user-friendly.