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Motorola Mobility
As a creative designer at Motorola Mobility for nearly 3 years, I collaborated with cross-functional teams (product, social media, CRM) to create unified, distinctive designs.
My Roles
Product Designer Visual Designer
Design Researcher Leadership
Motion Designer
Goal
Led the CRM Global Design team and crafted compelling new product launch pages, boosting website efficiency by 10x. Designed engaging social media posts and seasonal campaigns. Enhanced customer relationships by creating user-friendly and visually appealing emails and notifications.
Design Tools
Figma Adobe Creative Suite Procreate
Duration
2 Years 7 Months
Collaborators
Web Publishing Team,
Social Media Team,
Customer Relationship Management (CRM) Team,
Content Team
Project Categories
Project Overview
Product Page Design
Shipped
Responsive Design
Project Scope:
-
Designed new Product Launch Pages for Motorola mobile devices, including the Moto G series and Motorola Edge 30 Neo.
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Created and shipped production assets for a co-branded Product Page for the Motorola Razr special edition with Pantone.
Challenges Overcome:
Balancing unique product series identities within a unified brand experience.
Key Accomplishments:
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Established a cohesive brand narrative across Edge and G series product pages.
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Shipped interactive online experiences for potential customers.
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Collaborated with the analytics team to enhance customer experience.
UX Collaboration and Learning:
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Collaborated with UX designers on developing new interactive product page components.
-
Expanded UX knowledge for future projects.
Selected
Product Launch Pages
Motorola
edge 30 Neo
Product:
Impact: Edge 30 Neo PDP
2x
Increase in user engagement on the mobile website.
Increase in user engagement on the website compared to previous launches.
25%
Increase in scroll depth compared to previous generations of mobile launches.
20%
Impact: Razr Launch
50%
Growth in Gen Z audience.
Increase in user engagement on the website.
2x
Showed higher engagement with this product page.
iOS users
Impact: Moto G G
5
Increase in scroll depth. Users scroll to the bottom of the page.
12%
Increase in overall user engagement on the website compared to previous launches.
30%
Project Overview
Email Design
CRM Design Lead
Notification Design
Goal:
Increase brand loyalty and improve product communication for Motorola mobile devices.
Strategy:
-
Collaborated with the senior digital CRM analyst to create engaging email layouts and visuals.
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Focused on user engagement through interactive design elements and A/B testing.
Project Deliverables:
I designed emails and notifications for device announcements, seasonal offers, and follow-ups.
Execution:
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As leader of the Global CRM Design team, I spearheaded the CRM Improvement Project, analyzing user data to identify areas for improvement and redesign email layouts.
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Partnered with the senior digital CRM analyst and content team to generate campaign ideas.
Selected
Emails
Selected
Notifications
Impact: CRM
$100M
Incremental revenue (highest revenue target in the last 3 years).
28%
Retention rate (highest rate in last 4 years).
95%
Cost decrease by delivering 1.35M across 32 countries (Highest to date)
Achievements
FY2022 | Global CRM Team
MBG Team Excellence Award
Great teamwork is one of the key pillars of our culture. Thanks to your extraordinary efforts coming from you, this team conquered challenges and delivered results that significantly benefited our mobile business.
Thank you for being a critical pillar for us in managing the end-to-end creative development, and also ensuring that all requests are turned around within the due timelines...ALWAYS!
~Toron Sen
Global Digital and CRM Head
Innovation FY 2022/23 January | MBG Global Marketing
MBG Bravo Award
Shruti's impact as a Designer has been tremendous, managing projects from start to finish, and earning a reputation for delivering high-quality designs. Recently, she developed new components for our premium product launch pages, collaborating with other teams to ensure the live designs were accurate. Her willingness to learn and take up UX projects shows Shruti's desire to innovate. One of Shruti's most innovative ideas was to create sticker packs for social. Her winning idea demonstrated her ability to develop unique concepts that benefit our brand and enhance engagement.
~Amira Strobel
Key Learnings
Embracing Imperfection
Knowing that perfectionism isn't realistic in a fast-paced environment, I've embraced the importance of sharing work that isn't initially polished. This allows for iterative improvements and keeps projects moving forward.
The Art of Feedback
Working with different teams helped me learn how to give and get good feedback. These critique sessions were important for creating open communication and making designs better.
Cross-Functional Collaboration
The collaboration with diverse teams taught me the importance of clear communication, task distribution, and mutual respect. It's what allowed us to achieve excellent results within tight deadlines.
Adaptability in the Face of Change
Working on different projects with different teams meant things changed a lot. I learned to be flexible, handle uncertainty well, and switch gears quickly when needed.
What my mentor has to say
I have had the pleasure of working with Shruti as part of her internship at Motorola Mobility. Shruti is an extremely talented designer who is very creative, always thinking outside the box, and coming up with fresh, innovative work. Shruti’s drawing skills and unique approach to design gives her a competitive edge - she conceptualized and designed our highest-performing CRM this year, created many impactful social posts, and developed new UI designs for several product launches. Shruti is also skilled at communicating her ideas and has done a fantastic job presenting new concepts to upper management. Additionally, she works well within our team and always gives thoughtful feedback. It has been wonderful having her as a part of our team and I hope to continue working with her in the future.
Global Digital Design Manager at Motorola Mobility (a Lenovo Company)
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