SOMA INTIMATES
Cross-Channel Experience Design for E-commerce Campaigns
OVERVIEW
At Soma Intimates, I worked within a fast-paced promotional environment where seasonal campaigns required coordinated creative across paid media, e-commerce, and brand marketing channels.
While much of my work focused on designing high-performing paid media assets, I also contributed to improving the on-site experience by aligning homepage and product listing layouts with campaign messaging. This helped create a more cohesive journey from ad engagement to product discovery.
My work required balancing marketing performance goals with clear visual hierarchy and usability across multiple touch points.
Role: Digital Designer (UX-Focused Responsibilities)
Company: Soma Intimates, Chico’s FAS
Scope: 30+ Homepages · 40+ PLPs · Mobile Optimization · Design Systems
CAMPAIGN ECOSYSTEM
Campaign messaging appears across multiple touch points including paid media, homepage promotions, and product listing pages. Ensuring visual and messaging consistency across these channels helps create a smoother journey from ad engagement to product discovery.
PAID MEDIA DESIGN
I designed 30+ paid media creatives per month across Meta and display platforms to support seasonal promotions and product launches. Several creatives were adopted as top-performing assets within campaign rotations, contributing to high-visibility campaign placements.
Design considerations
Strong messaging hierarchy for quick attention
Adaptable layouts across multiple ad formats
Clear visual focal points to highlight product and promotion
Consistent brand expression across campaign assets
HOMEPAGE DESIGN
Across 30+ homepage launches, I structured promotional layouts to balance campaign messaging with product discovery.
Design considerations included:
clear hero messaging hierarchy
balanced promotional modules
strong CTA visibility
adaptable layout structures for different campaigns
PRODUCT LISTING PAGE STRUCTURE
Across 10+ PLPs and category pages each month, promotional elements needed to support campaign messaging without disrupting product discovery.
Key improvements focused on:
consistent promotional headers
improved spacing and typography hierarchy
stronger product visibility within listing grids
The PLP layout prioritizes product visibility and structured browsing while integrating campaign storytelling within the grid.
SCALABLE DESIGN PATTERNS
Because campaigns required frequent updates, reusable design patterns were essential.
Modular layout components such as promotional headers, hero modules, and CTA styles helped maintain consistency across campaigns while improving production efficiency.
MOBILE OPTIMIZATION
Mobile layouts prioritize simplified hierarchy and stacked content modules to support efficient browsing on smaller screens.
Because a majority of e-commerce traffic occurs on mobile devices, layouts were designed to maintain clear hierarchy and product visibility while reducing visual density.
200+
Paid media creatives
30+
Homepage launches
40+
PLPs maintained
REFLECTIONS
• What I learned
Designing within a high-volume campaign environment highlighted the importance of reusable layout patterns that allow teams to launch seasonal campaigns quickly while maintaining a consistent browsing experience.
• What I’d improve
With more time, I would explore deeper user behavior insights to further optimize content hierarchy and ensure promotional messaging does not compete with product discovery.
• What I’d test next
I would run A/B tests on promotional module placement and CTA hierarchy to understand how campaign messaging influences product engagement and browsing patterns.