Date: Jan 2015 – Dec 2017 ( 3 yrs)
Company: PS Department
Role: Content/Art Directing, Visual Design
Team: Creatives, Engineers, Marketing,
Operations, Customer Service
PS Department
Transformative service
built for the 21st
century customers
PS Department is a mobile commerce fashion platform with omni-channel global supply, unlimited reach, and transformative services for the future of luxury shopping through the Conversation Design System. PS dept. offers high touch service at scale powered by technology and integrate automations including chatbots and routing with supports of 1000+ global brands networks. Feel free to view a business overview.
I joined the founding group and oversaw 100+ daily front end visual content strategy. Throughout about 3 years with the company, I created an effective content strategy which accounted for 50% of total sales and have average of 85% of daily retention rate; a strong-selling brand with an exceptionally high turn over. When I joined as a co-founding group, I had missions to build a company’s content system from the scratch with strong branding capability. I worked on all content strategy for mobile commerce platform with more than 1000+ global fashion brands national and internationally and funneled their merchandising/ contents into our centralized “Dashboard” flow. I led a creative team and worked on content strategy, ideas/concepts for marketing and branding with collaborations with a team of developers, engineers, marketing, operation, customer service under a management of CEO, Michelle Goad who is currently served as Global Head of Branded Services at Nike.
1000+ Global Brand
Partnerships
1. Content System
Analyzing, strategying,
merchandising and
designing a content system
iOS app and web-based sales dashboard with merchandise fulfillment from centralized product library integrations called “Dashboard”, providing access to > 1.3 M products on mobile or web. As a director at the content team, I worked directly with the engineer team and operation team to defined sales pipeline for requests and CS ticketing.
Dashboard Ecosystem
Dashboard allows our team to manage orders, requests, messages, content for the main feed and trend campaigns in the website as well as the mobile platform.
24/7 Conversational
Commerce Technology
With an iOS app is primary platform, conversational commerce centered around message threads focused on sales and service by secondary channels of SMS, WhatsApp, Email, and WeChat platforms and the 24/7 operating main content feed. I developed an algorithmic content strategy based on recent requests and activities and operated in an automation system in Dashboard.
Content Strategy &
Editorial Calendar
I designed and executed 100+ digital luxury/trend content strategy I for the main feed. With centralizing merchandises over 1000+ partner brands, I developed 5-10 content types based on the high margin, trend on-demand products, brand networks, most sought-out products, brand contents, top selling products and sales/ seasonal push. All contents scheduled and managed in “Editorial Calendar” in Excel and Dashboard and created in Adobe Creative Suite.
Content Type
I created content types based on brand’s aesthetic and business goals. Main types are consisted of ten types and each has been operating into the content strategy.
"PS Dept. is a new Vogue"
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Superb Retention Rate
The main feed sales are accounting for 50% of total sales and 85% of the daily retention rate. Below chart shows the last 365 days of the clients’ histories- green color indicates orders and black color indicates attendance to the app. This client visited our platform almost everyday.
Daily Trend Campaigns
With main product library in Dashboard, up to five trends operated throughout the main feed of application. I published 3-5 trends weekly basis and the strategy including most requested products from Conversational System, brand collaboration campaigns, and priority brand product lists
1 : 1 High touch service
via any channel,
delivered at scale.
2. Branding and Email Marketing
Brand, creative direction,
responsive design and
A/B test for email campaigns
I had a mission to create PS Dept. as a brand which know everything about fashion and people can source any fashion product in the world from us. This mission was a core DNA of all content, creative, brand, and marketing strategy. This allowed to build a strong customer engagement and brand partnerships via branding, creating directing and e-mail marketing practices.
Build Loyal Relationship
Each stylist had a set of target users based on their speciality. Through PS Dept. iOS, we had direct relationship with customers and we became building a friendship whom they could ask anything about their fashion products and styling looks. Most of time, they also shared their personal life story.
Visual Graphics &
Art Directing
I directed all visual contents and art directing for the brand collaboration. Also, I curated and produced high visual photographies to establish a strong brand identity and expression in communication of the digital ecosystem. The main tool I used were Adobe Creative Suite: Photoshop, Illustrator, InDesign, Lightroom, and keynote.
Content Automation
Major e-commerce platform partners such as Net-a-Porter, Moda Operandi were able to integrate their digital contents directly to our Dashboard. This was enable to update the main library automatically and offers the most updated products to the customers while they are searching our database.
E-mail Marketing
Campaigns
We developed e-mail marketing campaigns 2-3 times per week. The main strategy generated with trend, partnership, popularity, sourcing, and business decisions. Each e-mail campaigns integrated and reflected directly to the main feed in iOS platform to generate the feed sales.
Major Global Brand
Collaborations &
A/B Testing
We worked various collaborations with major fashion brands to push different e-mail campaigns to promote seasonal sales. We’ve managed experimenting with A/B testing for Amazon marketplace. The results of testing testified the next steps for pushing merchandise and iterate the process.
3. Subscription / Membership Service
A mysterious home
delivery subscription
service
Successfully implemented a website design and digital trends for the subscription service launch. This subscription service offered seasonal boxes for the client’s lifestyle. The November box was consisted of 10-12 pieces from major brand partners and most requested products. People took photos of their moment to open the box and shared in their social media. This surprise promotion provide unique and exiting digital shopping experience.
Website design
for a membership
at beta stage
We decided to build a website when we officially started the membership program. This website was necessary before promoting through e-mail marketing. We had to build a whole website page and sending out corresponding e-mail in two days everything, so it’s very time constraint. I designed all UX design for the page and teamed up with an engineer team to build up. The click-thru e-mail marketing rate was 43% and had 300 follow up messages sent through iOS app for that same day sending out e-mail.
