The Mór Card
Launched in mid-2021, the startup platform was packed with discounts, exclusives, bundles and limited editions from independent British brands.
The goal was to create the UK’s biggest and best platform for independent brands with a focus on premium products and experiences, while partnering with businesses whose focuses on sustainability, equality, diversity, and accessibility aligned with The Mór Card and made it easier for users to shop the causes that matter to them most.
Joining the team in early 2022, I led content design across the business’s main products, The Mór Card and Journal Magazine, which was the digital lifestyle magazine offshoot of The Mór Card. You can view my work on Journal here. Through digital platforms, we were able to grow social followings by 30%, saw our vendor count hit 300 and sign ups grow, and saw realised sales growth.
01. Improving UX & Branding Across the Platform
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Taking the reins in early 2022 as the Lead Content Designer, my goals were to lead content creation across platforms, including social, web, and physical events. We not only wanted to attract new members, but also new businesses and partners. A key part of this was conducting a thorough site audit to determine where we could improve UX and encourage new signups and longer site duration.
1a. Strategic Site Audit & Redesigns
Badges & Custom Content
Highlights a few key areas I worked on, including more robust Badge pages (value-driven collections) and customised product pages. I helped develop a design system for best practices on logo treatment, photo sizing / editing, and colour themes for elements on branded product pages. We also developed an interlinking of badges across the site to enable navigation to those collections from most site locations.
Highlights a few key areas I worked on, including more robust Badge pages (value-driven collections) and customised product pages. I helped develop a design system for best practices on logo treatment, photo sizing / editing, and colour themes for elements on branded product pages. We also developed an interlinking of badges across the site to enable navigation to those collections from most site locations.
Breaking Down What The Mór Card Is
These were a few of the key pages I redesigned or developed for the Mór Card platform. Both Badges and Membership were redesigned from the ground up, and the About page had significant edits and alterations to structure and hierarchy. The goal with these pages in particular was to help create easy-to-navigate, in-depth resources that explained how The Mór Card worked, why it was started, and what was included in Membership.
These were a few of the key pages I redesigned or developed for the Mór Card platform. Both Badges and Membership were redesigned from the ground up, and the About page had significant edits and alterations to structure and hierarchy. The goal with these pages in particular was to help create easy-to-navigate, in-depth resources that explained how The Mór Card worked, why it was started, and what was included in Membership.
This was crucial on the Membership page where the differences between Individual, Plus, and Corporate (Employee Rewards) tiers were broke down. The redesigned About Us page became a hub for useful content and links about The Mór Card, its vision, how membership worked, latest news from Journal and the blog, and how to reach out and join the platform.
Interactive FAQs & Member Dashboard
The FAQ page was updated, replacing the old, dated long scroll content form with section / category cards at the top. These cards linked to the appropriate section below, with accordion menus nesting all the relevant help topics. This kept the page compact, and easily navigatable. Custom code also ensured only one tab would remain open at a time.
The FAQ page was updated, replacing the old, dated long scroll content form with section / category cards at the top. These cards linked to the appropriate section below, with accordion menus nesting all the relevant help topics. This kept the page compact, and easily navigatable. Custom code also ensured only one tab would remain open at a time.
The reimagined Member Dashboard featured relevant recommendations front and center, with quick access to membership details, orders, preferences, and plan benefits. Links were included to our FAQ and support channels, and an interactive smart content block displayed content according to your membership level.
Creating a unique and intuitive way to shop value-driven and standard collections was paramount on The Mór Card.
Working with the development team, I was able to help build out Collection pages based on diverse categories. These included more traditional categories such as outdoors, food & drink, and fashion, but also included our unique Badges categories, which were value-driven and independently reviewed before each brand / product was included.
Product Pages
A key element of the platform, I helped develop a design system to ensure product pages retained the quality look and feel of Mór while capturing the essence of each unique brand. From copy to colour, photography, and more.
02. Growing Social Channels & Brand Awareness
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After an audit of Mór's social channels, the content writer and I identified key areas of improvement. Although the brand had demonstrated strong growth through almost its first year, numbers had slowed. A few of the highlighted steps in our action plan dealt with staying consistent, relevant, and creating content that played to the strengths of our vendors and the algorithm.
These key steps included:
• Increase content publishing schedule (4x / week minimum)
• Focus on dynamic content (video / reels, carousels)
• Collaborative posting (tagging vendors, engaging their community)
• Identify trends and events to highlight
• Tailor channel content
• Increase brand engagement (responding on posts, commenting on / sharing vendors content)
• Push physical tradeshow / conference attendance
• Utilise stories as a community update hub
• Lean into paid social marketing
• Increase content publishing schedule (4x / week minimum)
• Focus on dynamic content (video / reels, carousels)
• Collaborative posting (tagging vendors, engaging their community)
• Identify trends and events to highlight
• Tailor channel content
• Increase brand engagement (responding on posts, commenting on / sharing vendors content)
• Push physical tradeshow / conference attendance
• Utilise stories as a community update hub
• Lean into paid social marketing
A Refined Social Content Strategy
Through consistent posting and a refined, engaging, and collaborative strategy, utilising trends, dynamic content, and collaborative posting, we were able to grow social channels almost 30% in 6 months.
Through consistent posting and a refined, engaging, and collaborative strategy, utilising trends, dynamic content, and collaborative posting, we were able to grow social channels almost 30% in 6 months.
You can view more of my creative work on The Mór Card's Instagram →.
03. Building Out Email Marketing
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To continue growing The Mór Card's audience and improve the experience for our vendors, I was in charge of helping spearhead our new email marketing campaigns.
Our email marketing strategy broke down into two key campaigns:
• For B2C, we initiated a series of automated welcome / onboarding emails spaced out for new members (this was also a useful remarketing tool), and developed targeted e-blasts for our marketing and member lists. These e-blasts revolved around events, causes, seasonal specials, and company milestones (i.e. when we hit 300 vendors on platform). Aiding the sales team, I also developed more specific B2B / Corporate E-blasts.
• For our vendors, we built out monthly email updates. These updates gave our vendors access to their free account, company news, encouraged filling out experience surveys, and marketed discounted memberships to additional employees within the business aside from our primary contact. All vendors also received the same onboarding emails as our individual members, and targeted e-blasts, unless they opted out.
Shop conscious e-blast leading up to Earth Day
Pride Month email
Interactive & Automated Emails
Examples of automated emails for individual members, vendors, and marketing lists. Included onboarding, update, and marketing campaigns.
Examples of automated emails for individual members, vendors, and marketing lists. Included onboarding, update, and marketing campaigns.
Email Campaign Automation, Design, & Segmentation
A quick look at the process of how we used email marketing for partner experience and business growth
A quick look at the process of how we used email marketing for partner experience and business growth
04. Diversifying Content
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Journal Magazine was a partner brand of Mór and a digital publication focused on sustainable and small business culture across the UK and promoting the best in 'life's little luxuries'. A shout out to the small brands shaking things up across the island. What this platform allowed us to do was develop and offer creative and diverse content outlets for helping our partners grow.
From podcasts to articles, awards, and more, Journal was a key hub for fulfilling our goal of making shopping small, sustainable, and value-driven businesses achievable, and helping our partners grow.
You can read more about my work on Journal here.
Results:
A few key highlights:
Launched key product and page redesigns, including About, Badges, Membership, FAQ, Category Pages, Member Dashboard, and helped build out design system for managing new vendor onboards
We hit 300 vendors on platform, with around 400 product variations
Our social followings grew about 30%, peaking at around 11,500 followers on Instagram (our primary channel)
We had our first tentative corporate employee rewards programme client, and saw individual sign ups grow
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Helping clients, teams, and brands
bring creative visions to life.
bring creative visions to life.
Let's chat
If you’ve had the opportunity to view my work and would like to discuss working together, I’d love to hear from you.
© 2023 Scott Durbin