Topdrawer

AUTOMATED EMAIL REDESIGN

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this presentation. All information in this redesign is my own and does not necessarily reflect the views of Topdrawer.

REDESIGN GOALS

The goal of the automated email redesign was to increase email to website conversion, as well as make the emails match the brand identity. Using user research and marketing research, each email was designed with a specific flow in mind to better user experience.

RESEARCH

User Interviews and Analysis

Working closely with the Marketing Analytics Coordinator, we looked at the statistics of previous emails and put together surveys to determine where users were disengaging. This allowed us to refine the direction of each email.

Questions from our surveys included:

How would you describe the products offered by Topdrawer?
Please Rate your experience with our emails on a scale of 1-5 with 5 being excellent experience?
How easy was it to navigate to the product you were searching for through our emails?
What is the most difficult part about navigating our emails?

DEFINITION

Defining Each Email’s Goal

Using the user surveys as a base, we then created email flows for each email with a notation on coded trigger points. The main goal of each flow was to get the user to convert to the website.

The Marketing Coordinator and I worked with the email developer to establish the trigger points for each email.

Defining User Flows

Knowing the goal of each email allowed me to create user flows based on the user surveys as well as the company’s conversion goals.

DESIGN

Design Goals

Each email was designed with a specific goal in mind. These emails are a staple of the website marketing campaign, and it was important that the brand identity and company mission shine through each email.

With that in mind, the color palette of the emails remained on brand, as well as the subtle design elements that highlight the photography.

Component Library

As I was working on multiple projects at once, it was important that the designs of the email could be passed down to another person without losing brand consistency. In order to achieve that I created a component library that each email asset could be pulled from.