Strategy
Visual Design
Interaction Design
UX
Strategy
Visual Design
Interaction Design
UX
Increased weekly active users by 1.6%
Sessions by 0.4%
Decreased unsubscriptions by 4%
Web
With thousands of live emails, I looked at emails that had the highest volume but also had below-average click-through-rates.
Preserves members' trust and privacy.
Highly personalized to directly help members achieve their most important jobs-to-done.
Has a specific, clear next step for the member to accomplish their job.
Considers and reflects where the member is in their professional journey.
An audit revealed that our emails did not meet the principles in the following ways and that email owners lacked the tools and resources to drive performance in emails:
Inconsistently-styled emails can deteriorate member trust
Content lacks the “so what?”
Vague CTAs that were not very direct
It’s unclear what a member’s next steps should be
We piggy-backed on the migration of the email code to make platform-level improvements to the UX, visual design, and interaction design. Our principles guided me in making the following changes:
Style all emails in a consistent way by implementing our current design system.
Increasing relevancy of content by adding social proof.
Clarify CTA copy to inspire action
Guide members to their next best action to make emails more purposeful.
The email platform changes saw impressive metric wins including:
My next step was to create a scalable system for all teams to replicate success in their own emails. I systematically raised the quality bar by partnering with the Design Systems team to create a playbook that consolidated learnings and documented email-specific design patterns. I also guided teams directly through a dedicated Slack channel and office hours. I also ensured quality by leveraging an existing review process to ensure that the principles were met and to make any suggestions from the playbook that would increase their click-through-rate.