Building a connected customer journey for a trusted camera marketplace.
At KEH Camera, the work extended beyond campaign design. It connected email automation, ecommerce UX, promotional strategy, customer education, and brand storytelling into a more cohesive buying and selling experience.
Help customers understand the value of buying and selling used camera gear.
KEH already had decades of category authority, but the digital experience needed to communicate that trust more clearly across ecommerce, lifecycle email, and promotional campaigns.
Customers needed confidence at several points in the journey: deciding whether to sell their gear, understanding the quote process, evaluating used equipment, activating an account, and returning to complete an abandoned transaction.
- Explain the trade-in and quote process more clearly
- Reduce friction between quote submission and completed sale
- Create stronger welcome and account-activation experiences
- Support repeat engagement through automated lifecycle campaigns
- Modernize the ecommerce experience around trust and transparency
Organized around customer decisions, not individual emails.
Clarify the value exchange
Explain why selling through KEH was easier and more dependable than navigating peer-to-peer marketplaces or a private sale.
Build confidence through proof
Reinforce KEH's experience, inspection process, service standards, inventory depth, and price-match promise throughout.
Automate the customer journey
Create lifecycle messages that responded to customer behavior and helped people continue unfinished tasks.
Campaigns worked together as one connected growth engine.
| Stage | Campaign | Purpose |
|---|---|---|
| Acquire | Sell Your Gear | Introduced the trade-in value proposition and showed customers how simple the process could be. |
| Activate | Welcome & Signup | Registration and welcome messages helped customers activate accounts and understand KEH's primary services. |
| Convert | Quote Completion | Reminder and abandoned-quote campaigns encouraged customers to finish submissions. |
| Retain | Promotional & Birthday | Personalized and seasonal campaigns supported repeat engagement and retention. |
Sell Your Gear campaigns made the trade-in process easier to understand.
These campaigns combined environmental messaging, financial value, product education, and the convenience of KEH's quote process — balancing brand storytelling with direct-response structure.
Abandoned-quote campaigns addressed a specific revenue leak.
Instead of treating abandonment as a simple reminder problem, the campaign addressed practical barriers: uncertainty about value, questions about shipping, hesitation around condition grading, and the need for additional proof.
Welcome campaigns introduced the full KEH customer experience.
Signup and account-activation messages helped new customers understand that KEH was more than a used-camera storefront — introducing buying, selling, and repair services while reinforcing value, service, quality, and experience.
Promotional campaigns combined merchandising with brand consistency.
Product and seasonal campaigns were designed to work across email, social, display, and onsite placements — a repeatable visual structure with room for different product categories and offers.
Birthday campaigns used personalization to encourage repeat engagement.
The birthday program tested different incentive approaches — including a free gift and a percentage discount — while staying connected to KEH's broader brand system, demonstrating how behavioral and profile data could support a more relevant customer relationship.
Trust became the center of the ecommerce experience.
The redesign concept focused on making KEH's differentiators more visible: value, quality, service, and decades of category experience.
Value
Make the financial benefit of buying used and selling equipment more visible throughout the experience.
Quality & service
Explain inspection, grading, repair support, and service standards in a way that reduces purchase hesitation.
Buying and selling paths were designed as related experiences.
Comparison content, process explanations, proof, and service information were incorporated into the same experience rather than treated as disconnected support materials.
Connecting creative execution with behavioral data and operations.
Identify the customer decision
Define the behavior the experience needed to support — account activation, quote completion, trade-in education, or repeat purchase.
Translate requirements into a clear message
Work with marketing, merchandising, and operations to determine the most relevant offer, proof, product, or process information.
Design for mobile behavior
Build scannable layouts with strong hierarchy, clear CTAs, and responsive content structures.
Test, report, and refine
Use A/B testing, campaign reporting, and customer behavior to improve messaging, direction, and lifecycle timing.
Design acted as the connective layer between teams.
Campaigns and site concepts depended on collaboration across marketing, merchandising, customer experience, operations, content, and development — helping the creative reflect how the business actually worked, including quoting, shipping, grading, inventory, repair, and customer service.
A more connected digital experience across acquisition, conversion, and retention.
The work at KEH Camera extended beyond individual email campaigns. It connected lifecycle automation, promotional strategy, ecommerce UX, customer education, and brand storytelling into a clearer customer journey — a more systematic approach to helping people buy, sell, and engage with the brand over time.