Small Packages - Website & Email Redesign

The Challenge
Small Packages makes thoughtful gift-giving easy through expertly curated and customizable boxes for every occasion. While the brand had a strong mission and loyal audience, the digital experience wasn’t living up to its potential. The site suffered from slow load times, under-optimized SEO, and a confusing collections structure that made browsing and gifting difficult. Visually, the experience felt dated, and the email marketing lacked cohesion and conversion impact, missing opportunities to inspire new gifting occasions and repeat purchases.

The Approach
I began by auditing the full customer journey, from site navigation and SEO performance to the tone and design of marketing emails. The goal was to streamline and modernize every touchpoint while amplifying what made the brand special: its warmth, thoughtfulness, and celebration of meaningful connection.

The Execution

• Website UX Refresh: Simplified navigation and restructured collections pages to make discovery and checkout intuitive and fast.
• Visual Redesign: Updated the brand’s digital aesthetic with clean layouts, balanced white space, and a modern, inviting color palette that reflected the emotional value of gift-giving.
• Performance & SEO Fixes: Optimized page load times, refined metadata, and implemented lightweight technical improvements to enhance visibility and ranking.
• Email Overhaul: Designed a new, cohesive email system with refreshed visuals and storytelling that showcased gift ideas, seasonal moments, and thoughtful reasons to send a box, turning inspiration into action.

The Impact
The refreshed experience gave Small Packages a more polished, emotionally resonant, and high-performing digital presence. The site became faster, easier to navigate, and more aligned with the brand’s mission, while the new email system drove stronger engagement and higher conversion through occasion-based storytelling.

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