Moments of impact from Cheryl D'Souza's career
Follett Higher Education · Graphic DesignerAt Follett Higher Education, I identified a critical brand consistency problem: major retail partners like Apple, Nike, and adidas were experiencing inconsistent visual treatment across our campus retail channels, both in-store and online. This inconsistency was diluting brand recognition and eroding partner satisfaction, prompting leadership to task me with standardizing how these high-profile brands were represented across all touchpoints. I began by conducting a comprehensive audit of existing in-store and digital assets to identify gaps and inconsistencies. From there, I developed brand-specific style guides paired with ready-to-use templates for signage, displays, and web banners—designed specifically to streamline partner approval processes. To ensure consistent execution across all locations, I trained regional teams on proper implementation of these new visual systems. The results were measurable and significant: partner satisfaction survey scores rose from 72% to 90%, and asset approval turnaround time dropped dramatically from three weeks to just five days—all within two quarters of rollout. This initiative not only strengthened relationships with major retail partners but also created a scalable framework for maintaining brand integrity across Follett's campus retail network.
D'Souza D'Signs · Senior Brand DesignerSeveral long-time e-commerce clients approached me with a shared problem: stagnant sales and outdated websites that failed to convert visitors into buyers. Recognizing the scope of the issue, I proposed and led a full redesign initiative spanning their entire web presence to modernize the user experience and reverse declining performance. I owned the end-to-end redesign process for 5 clients, beginning each engagement with UX audits and customer journey mapping to identify exactly where visitors were dropping off. Using insights from heatmaps and A/B testing, I rebuilt each site's visual identity, navigation, and checkout flow to remove friction and guide users more effectively toward purchase. Each redesign took roughly 6-8 weeks to complete, and I measured results 3 months post-launch to ensure the improvements held up over time. The results were significant: across the 5 redesigns, we saw an overall ~56% increase in sessions, ~126% increase in orders, and ~74% boost in conversion rate. The standout case was a home goods retailer whose monthly orders jumped from 400 to over 1,000 following the new checkout flow — a result compelling enough that it convinced the other clients to fully commit to the redesigned experience across their own sites.
Motorola Mobility · Lead CRM DesignerAs Lead CRM Designer at Motorola Mobility, I spearheaded the email and lifecycle design strategy for a series of high-profile co-branded campaigns with partners including FIFA, the NBA, and Swarovski. Leadership had identified an opportunity to boost e-commerce revenue during key shopping seasons by tapping into the massive fan bases of these major brands, and I was tasked with ensuring every campaign's creative stayed true to both Motorola's brand identity and each partner's distinct visual language, all while optimizing for conversion. To solve for speed and consistency across multiple high-stakes launches, I built a modular email template system that allowed us to swap in partner-specific colors and imagery while preserving Motorola's core layout. For the FIFA campaign, I used this system as the foundation for rigorous A/B testing on subject lines and CTA placement, which boosted click-through rates by 18% before rolling the winning variant out across the full lifecycle series. The results were significant: the FIFA campaign alone generated approximately $3M in revenue over a 6-week World Cup push. More importantly, the modular template approach I developed became a scalable asset for the broader partnership program — enabling the NBA and Swarovski campaigns to launch 40% faster than previous efforts. Collectively, these four brand partnerships drove $13M in revenue within the year, demonstrating both the creative and operational impact of a well-architected CRM design system.