Timeline
06 months
Project Name
Product Email Redesign
My Role
Lead Designer
BUSINESS CHALLENGE
How can we streamline the email design for efficiency and consistency?
Only
10%
of emails follow a unified design
Average
4
days taken to design a new email
Less than
25%
emails optimised for mobile and dark mode
INFORMATION gathering
I reviewed 100+ existing emails & conducted interviews with 20+ stakeholders
A detailed research plan over 8 weeks involved Product Managers, Engineers and Designers
Participants included key users of our email system across various departments
I uncovered critical insights as described below
Ensure seamless responsiveness across all devices and compatibility with major email clients. This guarantees an optimal user experience regardless of platform or environment
The system should efficiently accommodate diverse content types while maintaining a cohesive layout
Design should strengthen and standardise brand consistency across the entire organisation. By creating a unified visual language, it enhances brand recognition and trust among users
UX CHALLENGE
How might we enhance email consistency and efficiency at CleverTap?
DEFINE
Key Objectives
01
Consistency
Unified design to enhance brand consistency and familiarity across 2 million+ monthly emails
02
Efficiency
Streamlined process reducing email creation time from 4 days to 30 minutes, boosting productivity
03
Compatibility
Ensuring emails are compatible across different clients and devices, including mobile and dark mode
04
Scalability
Design system to accommodate various types of content and scale, facilitating seamless collaboration
prioritisation matrix
Identifying touchpoints and prioritising features
45+ email templates tested
20+ design iterations
No. of users across 5 departments
prioritisation matrix
Wireframing and quick testing
Perfecting the Email Communication Experience
design system
Bringing consistency by building a robust design system
The design system created a foundation for consistent email design, including reusable components, scalable templates, and design tokens for efficient updates
By documenting every step in real-time, I ensured a single source of truth for all stakeholders
This streamlined collaboration and made onboarding to the new design system easier and more efficient
GUIDELINES & DOCUMENTATION
Creating a Comprehensive and Collaborative Documentation Process
impact
Significant improvements and ongoing opportunities
2M+
emails sent monthly using the new design system
85%
increase in design consistency across all emails
87.5%
reduction in email creation time (from 4 days to 30 minutes)
Start Small: Involving stakeholders early helps gain insights into product functionality and usability
Early Launch: Launch the first version early to gather feedback and iterate faster
Document and Communicate: Clear documentation ensures smooth adoption across teams and reduces assumptions
KEY LEARNINGS
Key Takeaways from the Email Design System Project