SingleCare is a Rx discount company based in New York City. I was brought on in 2019 as the Lead CRM Designer just as the company was finishing up a top-to-bottom rebrand. I was initially slated to establish the rebrand with our outgoing customer communications but was quickly promoted to Senior Designer as I proved my utility to every other department in the company. Some of my high-level achievements include:
When I started at SingleCare, there was a glaring issue with our product that was hindering our ability to properly iterate: our user-system was a tangled web of fragmented data. We had an optional sign-up and no email verification resulting in a large subset of users having partial data in our system. It was determined that the site needed to be partially gated so we could track and communicate with our user base.
At the time, I was the only designer on staff that could take the project from the planning and UX stages through to a completed design on my own so I took on building out what ultimately resulted in our flagship loyalty program.
The biggest roadblock to getting this system up and running was figuring out a way to seamlessly integrate users for whom we had fragmented data. I worked with our database managers to sort our users into 5 distinct buckets and then build out the process they would go through to get integrated into our new user system. Below is the flowchart for that process:
Click here to expand
Laying out the user flows above allowed me to dive into integrating this program on our site visually. I determined that we needed to reopen the brand book to add an additional color to our company’s palette - one that would be reserved for our loyalty system.
Building out the loyalty program for SingleCare allowed me to showcase my utility in every process of product development along with my talents at marketing and promotion.This earned me a significant raise and a promotion to Senior Designer within 6 months of my start date.
Today, the loyalty program stands as the flagship offering for our users on SingleCare.com. With over a million signups and almost 250k active users since it launched in April 2020, the program has been a resounding success and is the key driver for a majority of our user conversions.
While I got a promotion to Senior Designer, I was still in charge of all of our CRM design. For SingleCare, this included emails, SMS, push notifications and direct mail. I used this opportunity to help establish our new rebrand. I started from scratch and redesigned all of our communication. Below is a small sampling of what I created:
Newsletter Sign-up
| Loyalty Program Promotion | User Initiation | BirthdayCoupon Card
| ReminderPart of our CRM communication was a weekly newsletter consisting of a selection of blog stories that we sent to our entire mailing list. By redesigning this newsletter, I opened the door to also redesigning the associated blog. With another designer on staff, we worked on implementing a variety of solutions to make the blog more readable and useful to our users. Our secondary focus dealt with implementing elements on the blog that would allow us to drive users to SingleCare.com and eventually convert. Below is a before and after of the blog:
Original Newsletter Email
| Redesigned Newsletter EmailOriginal Blog - Desktop | Mobile
Redesigned Blog -
Desktop -
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Mobile -
In addition to maintaining my CRM responsibilities and iterating on the established loyalty designs with the product team, I worked with several departments and executives on various projects and initiatives. My jack-of-all-trades skill set allowed me to be involved in branding projects, ads, blog art and more.
I was tasked with coming up with a name and logo for a lightning-fast launch of a sub-brand of the company. I created over 15 options within a week and worked directly with the president of the company to parse through them.
Branding Exploration
One of SingleCare's annual programs is The Best of The Best Pharmacy Awards. It includes a full suite of creative work from a website to email communication and social posts. I was tasked with handling both the website and email communications and designed the following:
The Best of the Best Website Nomination Email
Winners Email
One of my first tasks after joining SingleCare was to create a library of icons that matched the style of our newly established rebrand. Below is a sample of the library of icons I created.
