01 // Building an Efficient Process
The growth team prioritized showcasing a wide variety of products and creating visually engaging elements in the emails, often at the expense of design refinement and polish. However, it was essential to ensure that our data-driven approach did not compromise the vitality or alignment with the overall brand. By establishing a set of guidelines, documentation, and design systems, the team could minimize time spent on repetitive tasks and debates, allowing more focus on iteration, impact, and optimizing the user experience.
-> Discovery
During the brainstorming phase, we re-evaluated our existing templates to pinpoint their limitations. Additionally, we explored methods of making the system more modular while preserving flexibility in creativity. Our goal was to strike a balance that allows for diverse creative expressions while ensuring coherence and consistency across campaigns.
-> Design
Leveraging the research and data from the research phase, we begin brainstorming for template ideas that we could test into. We created templates and components based on our existing best-performing templates and also inspirations that we found, and ran a series of AB tests.
-> Testing
We initially began by testing a broad, general template layout to establish a foundational structure. From there, we progressively refined the templates, narrowing them down to more specific component layouts tailored to different content types, ensuring each layout was optimized for its intended purpose.
02 // Typography, Buttons & Special Headline Treatments
A comprehensive system for typography scaling, type treatments, and CTA styles was developed to ensure a consistent look and feel across all email communications. This system was then implemented in Figma as a style library, enabling seamless collaboration and easy access for all designers on the team.
