Challenge: Create a design solution that would keep business costs down, while giving the customer a pleasing experience that would help build brand loyalty and interaction with the product.
Solution: I created a series of templated email designs that allowed for segmentation with targeted content. The designs would need to have easily swappable components, so that we could create a numerous amount of content in a short amount of time. The email designs would also need to be adaptive, with layouts working for desktop and mobile devices.
We created different layouts to engage customers in different ways. Our editorial feature was designed to be the most custom, requiring a higher level of design work involved, though still templated to remain time-efficient. Creating a custom collage combined with a templated headline layout allowed us to achieve this. We would be able to build several editorial campaigns that feel like custom designs, while being able to efficiently target the content to the appropriate segment.
All other campaigns would showcase our user-generated content, helping to surface numerous amounts of products and people. We wanted to disguise the fact that emails were segmented, so the customer would feel they were receiving relevant content, without any negative feelings associated with being targeted. The headline layout would be hand-set typography, allowing the designer and writer to collaborate on the right creative solution, and the body content would be easily swapped by production designers or auto-generated with code, resulting in a unique and highly-targeted email with a personal feel.
Editorial layout—custom collage paired with templated headline
Featured layout—merchandising collection, presented as a grid-collage, and product feed
Collections and Trending layouts—showcasing users and the content they’ve created
Products layout—featuring items with desirable price-points
