Email Redesign

Client

plick

Industry

Tech, Ecommerse

Position

UX Designer & IA

Case

plick, like many companies, faced email challenges—too many, not always well-designed. Moving from Mailchimp to admin-based emails caused problems. Issues included messy emails, design problems, and no proper structure or overview. This caused user frustration, prompting a need for a strategic redesign and better management.

The challenge was two-fold: carefully tracing and categorizing each email and deciding with the

marketing team which emails to keep and redesign.

Challenge

Many redundant or confusing emails were identified, resulting in user frustration. Another challenge was the lack of metrics beyond just tracing email opens.

I debated with with the data engineer and we decided to work on incorporating new data metrics for CTA buttons, to make sure that the emails that we sent, actually were read. This would also enable us to learn from our users and enhance our processes in the future.

The plick email design consisted of a yellow background, creating a issue for users using dark mode on their email clients. We had to find a way to incorporate branding assets while keeping the user experience intact. Additionally, the absence of an opt-out option for users led to increased frustration, resulting in multiple support cases for the support team.

Process

Working with a developer, we traced and mapped each email and analyzed its content, purpose and triggers. Collaborating with the marketing team, we decided on 10 essential emails to keep, together with 4 marketing email templates that aligned with the overall design.

Redesigning each email and testing became crucial, since we run into some technical issues with email client behaviour interfering with the design. We worked in a iterative process, where I designed and the developer test sent each email to me for feedback. Initially complex designs shifted to accommodate technical constraints and a Figma file was assigned to each mapped email, ensuring a clear overview of both the old

and new designs.

Solution

The redesign phase navigated through intricate technical aspects while ensuring alignment with the distinctive plick aesthetic. The introduction of an HTML plugin for Figma streamlined the design process, offering a practical solution for in- app user action triggered mail.

Marketing emails showcased a creative blend of information and visual appeal, balancing user engagement and

aesthetic coherence.

The significance of comprehensive metrics, especially those gauging user interactions, became evident, informing more nuanced design decisions.

Flexibility emerged as a critical trait, as the project navigated the constraints of email clients and plugin limitations. Creative problem-solving was crucial in navigating email client limitations and plugin constraints. This case illustrated the balance between design, technical considerations, and user expectations in

email communication.

New marketing design templates