Halfords
Increasing customer interaction and product conversion
I’ve worked on various winter and summer campaigns for Halfords, focusing on full-service executions that connect with customers, including:
- Digital Banners: Designing eye-catching digital display and social banners to drive engagement across platforms.
- Email Campaigns: Crafting responsive, visually appealing emails for seasonal promotions, lifestyle, and service messaging, ensuring a smooth customer experience and high conversions.
Never Beaten on Price
Halfords were experiencing poor performance across their email marketing suite, with low engagement rates and designs that failed to meet basic accessibility standards. Issues included non-selectable text, improper use of brand fonts, and imagery that was neither accessible nor optimised for user interaction.
I was tasked with redesigning the full suite of emails, placing accessibility and user experience at the forefront. The goal was to increase engagement, improve visual clarity, and ensure the emails were fully compliant with accessibility best practices.
I began by meeting with the client to understand their challenges, goals, and expectations. From there, I developed initial design concepts that featured clear, visually engaging layouts and strong calls to action. I incorporated supporting product content to encourage click-throughs and increase sales. I paid close attention to accessibility, ensuring all brand fonts were correctly implemented and supported, incorporating live text rather than flattened graphics, and including alt text descriptions for imagery. I also designed flexible sections that displayed effectively in both light and dark mode without compromising brand integrity or readability.
The final email designs were fully responsive across mobile and desktop, met accessibility requirements, and aligned with Halfords’ brand guidelines. Engagement metrics improved significantly, with noticeable increases in customer interaction and product conversion. The success of this project led Halfords to commission a full redesign of additional email campaigns, adopting the new style and approach as a benchmark moving forward.
