Savings.com helps millions of online shoppers search for the best coupons and deals available for home improvement, retail, electronics, and more. As lead designer on the Savings team, I head both marketing and product design needs. I designed and art directed the rebrand of Savings in early 2021, created the living brand guidelines and continue to maintain and evolve the newly established brand across various channels including web and email.
The old Savings website really hadn't been touched in years and it showed. The homepage was outdated, cluttered, and unfocused. The imagery was unattractive and obviously stock. The design overall was monotone with the reliance on rectangles, heavy usage of grays, and lack of whitespace.
Leadership's only design directive was to modernize the Savings brand and website. A major part of the rebrand strategy was investing into an editorial and content arm for Savings, to drive traffic and conversion through lifestyle articles and the latest shopping trends and deals. Learn more about how that strategy came to life.
Savings.com aims to be the ultimate shopping companion, your trusted resource for discovering the sweetest deals, and your go-to destination for earning Rewards on top of your purchases.
For its audience of primarly female, older millennial, mobile-savvy online shoppers, Savings needed to feel like a trustworthy brand with an trendy layer on top.
The four pillars that define the new Savings are “convenience, trustworthy, rewarding, and innovative.” I designed Savings.com under these attributes, and these pillars informed the color, typography, photography, and illustration of the rebrand.
Taking inspiration from the ecommerce sites that we link out to and partner with, we landed on a photo direction that reflects our modern and clean rebrand. Our photography has a clear focal point, either with a people or product focus. Fashion is one of the main categories our users engage with. For photos with people, the models should evoke a sense of style and be well dressed. For photos of products, larger-than-life, isolated studio shots are ideal.
Many color explorations were done before finalizing the palette. There was special consideration of differentiating from the landspace of the competitive space, as well as a desire to keep the existing blue as an homage and connection to the old brand, but update it by brightening and saturating. Our audience is primarily women aged 30-44 years old, buying Fashion related items 70% of the time, and browsing on mobile. Balancing out the blue with a highly contrasting orange paired with a softer, more feminine corals and pinks, fit the tone.
Savvy is a lifestyle blog that connects brands with millions of consumers through authentic and digestible articles, in-depth features, and the power of influencer marketing.
Since the official launch of the rebrand in early February 2021, the homepage bounce rate lowered by 24% and average session times increased by 84%. User signups increased by 40% over February through April. Overall organic traffic increased by
For email, the winback email campaign won back 80k users. The daily and weekly deals email template redesign resulted in a 5.06% lift in total clickout rate.