CRM Lifecycle &
Loyalty Initiatives

Project Overview:

Led visual direction from concept through execution, developing cohesive design systems that translated business objectives into high-impact creative across channels.

Designed a scalable lifecycle design system supporting personalized customer experiences across multiple engagement stages.

Role: Senior Digital Designer
Focus: CRM lifecycle design, post-purchase engagement, and loyalty program experiences across email, site, and app touchpoints
Tools: Figma, Adobe Photoshop, Adobe Illustrator
Team: CRM Manager, Marketing, Site Merchandise, Product Design

The Challenge

Disney Store’s CRM efforts needed to support multiple customer goals at different moments in the journey. Post-purchase communications required clear sequencing and restraint to guide customers without overwhelming them, while the beta loyalty program needed to communicate value, incentivize sign-up, and integrate seamlessly across existing CRM channels.

Both initiatives demanded fast turnarounds, frequent iteration, and design systems that could scale and evolve over time.

I approached both initiatives through a shared CRM lens, focusing on lifecycle intent, modular systems, and consistency across channels. Rather than treating CRM as isolated emails or pages, I worked to design connected experiences that reinforced value at each touchpoint.
For the post-purchase lifecycle, I mapped timing and messaging intent across a 90-day window to inform content hierarchy and visual decisions. For the loyalty beta, I focused on clearly communicating benefits and creating a flexible framework that could live across email, site, and product surfaces as the program evolved.
I designed scalable CRM systems that balanced brand storytelling with performance needs.
For post-purchase emails, I created modular templates that emphasized hierarchy, readability, and mobile-first execution. For the loyalty beta, I designed a connected set of CRM touchpoints, including email, a curated landing page, global banners, and product-level indicators, ensuring the program felt integrated rather than bolted on.
- Delivered a scalable CRM lifecycle email system supporting post-purchase engagement over a 90-day window
- Established a cohesive visual foundation for a beta loyalty program across email, site, and product touchpoints
- Enabled faster iteration and production through modular templates and reusable components
- Strengthened clarity and consistency across CRM communications during high-volume sends
- A tiered loyalty offer supported by CRM email and on-site experiences exceeded sales projections by over $1M, reinforcing the value of the program and supporting broader CRM adoption