Weston Table Digital Retail System Case Study 00
Transforming Editorial Retail into a Scalable Digital System
32% Higher Click-Through Rate Through Modular Design
Building a Unified System for Email, Web, Print and Brand Consistency
[Project Overview]
As Weston Table’s Digital Marketing Creative, I redesigned the brand’s email and merchandising systems for speed, scalability, and consistency. Using AI-driven templates and UX principles, I unified commerce and storytelling, increasing engagement and revenue across channels.
The platform struggled with a 40% cart abandonment rate during checkout. Users encountered unclear error messages, redundant fields, and poor mobile optimization, leading to frustration and drop-offs.
[Industry]
Luxury Retail + E-commerce
[My Role]
Lead Digital + Marketing Creative
[Platforms]
Web + Print
[Timeline]
2024- present
From Brief to Impact
Challenge:
Legacy templates slowed execution, limited storytelling, and weakened consistency across 200+ campaigns.
[Goal]
Create a scalable email + merchandising system with consistent storytelling + faster production.
[Scope]
Strategy + planning · modular template system · brand tokens · QA + analytics
[Process]
Built a modular email and merchandising system for repeatability, faster builds, and cross-channel consistency.
[Outcome]
Click + View Email Designs
Results
+32% click-through rate across campaigns
30% lift in revenue from modular templates
40% faster builds + consistent QA standards
Key Learnings
Simplification drives speed and trust; users value clarity over cleverness.
Iterative testing pays off; frequent QA revealed hidden UX issues early.
Details compound; consistent small improvements create major efficiency gains.
Hundreds of emails designed and shipped
From Brief to Impact
Challenge:
Email and editorial features did not connect to on-site destinations. Recipes were not shoppable, and press features lacked product-level links, limiting discoverability and conversion.
[Goal]
Build a repeatable on-site system that connects campaigns, recipes, and press stories to live collections with clear navigation and aligned inventory
[Scope]
Navigation + smart collections · tags + canonical handles · Quick View + PDP rules · “Shop the Recipe” mapping · Press → product deep-links · QA + analytics
Click + View User Journey
[Process]
Designed a scalable navigation and tagging framework that linked editorial stories directly to live inventory.
[Outcome]
Results
+28% increase in add-to-cart rate from campaign and recipe pages
+35% faster navigation to product detail pages
Improved “Shop the Recipe” engagement across seasonal content
Stronger alignment between press coverage and product conversions
Key Learnings
Clarity converts. Users engage more when navigation feels predictable and content paths are direct.
Linking editorial and commerce reduces friction and increases product discovery.
Systemized tagging and deep-link rules save build time and ensure consistency across campaigns.
From Brief to Impact
Challenge:
[Goal]
[Scope]
Click + View Feature Tiles
[Process]
Developed shoppable press templates with governed URLs, feature badges, and SEO-aligned author credits.
[Outcome]
Results
Featured SKUs from press are one click from the story page.
Higher conversion from press traffic vs historical category landings.
Cleaner attribution via canonical handles + UTM governance.
Key Learnings
Clarity converts, the product must be the hero.
Author credits and outlet tags support SEO and trust.
Reusable templates speed production and reduce errors.
From Brief to Impact
Challenge:
Leather-bound book jackets lacked brand alignment, legibility, and production consistency. E-commerce thumbnails and print assets needed clearer hierarchy and unified design direction.
[Goal]
Create a scalable design system for luxury book covers that improves print clarity, thumbnail readability, and cross-vendor consistency.
[Scope]
Art direction · cover redesign · type system · leather/foil/deboss specs · dielines · vendor coordination · e-commerce assets · print QA
Click Toggle + View Cover Redesigns
[Process]
Streamlined the print-to-digital pipeline by unifying dielines, vendor coordination, and e-commerce presentation standards.
[Outcome]
I created a modular production system that translated luxury tactile elements into digital clarity. By unifying dielines, foil specs, and thumbnail readability, I streamlined cross-vendor handoffs and elevated the online presentation of Weston Table’s print titles.
Retailers & Features
Saks Fifth Avenue
One Kings Lane
FAO Schwarz
Over the Moon
Send a Frame
Graphic Image
Landmarks Unlimited
Weston Table
Results
+22% higher product-page engagement on redesigned titles
Improved consistency across vendor outputs and digital listings
Enhanced legibility and perceived quality of luxury collections
Key Learnings
Production design benefits from early vendor collaboration
Scalable dielines reduce turnaround time and errors
Thumbnail clarity directly impacts luxury product perception
From Brief to Impact
Challenge:
Seasonal décor lacked originality and cohesion across product, packaging, and photography. The brand relied on vendor-provided SKUs with inconsistent styling, unclear storytelling, and minimal differentiation from market competitors.
[Goal]
Create a proprietary holiday product line that reflects Weston Table’s brand aesthetic and craftsmanship standards while unifying design, materials, and presentation across ornaments, garlands, and packaging.
[Scope]
Concept development · Material sourcing · Sketching + prototyping · Product + packaging design · Photography art direction · E-commerce presentation · Cross-channel launch assets
Click the Arrows to View Ornamant + Garland Design
[Process]
A scalable on-site system built for navigation clarity, conversion, and editorial integration.
[Outcome]
I created a modular production system that translated luxury tactile elements into digital clarity. By unifying dielines, foil specs, and thumbnail readability, I streamlined cross-vendor handoffs and elevated the online presentation of Weston Table’s print titles.
Retailers & Features
Saks Fifth Avenue
One Kings Lane
FAO Schwarz
Over the Moon
Send a Frame
Graphic Image
Landmarks Unlimited
Weston Table
Results
2× faster vendor turnaround through standardized dielines and shared ornament silhouette
Production-safe detail retained at thumbnail scale for e-commerce clarity
Streamlined approvals: first-article passed QA on both ornament and garland lines
Key Learnings
Consistent vector foundations simplify cross-vendor handoff and reduce reproof cycles
Scale testing early ensures PDP clarity without sacrificing craft detail
Efficiency comes from shared assets — one master system can drive multiple SKUs