Each month Carphone Warehouse sends out a showcase of the latest handsets, called “What’s New”. These emails followed a rigid, repetitive template, with drab presentation and a seasonally-themed header

In February 2015 I was tasked with redesigning “What’s New” from the ground up, to make it sleeker, and optimised for mobile. As 60% of our opens are on mobile, I designed the mobile version first, aiming for a clutter-free layout that worked for both mobile desktop. I put an emphasis on geometry, symmetry, and clean spacing giving the products room to breathe, and show them at their best.

My redesign was hugely successful, with the highest unique open rate in 11 months, and the highest-ever unique click rate on a “What’s New” email. Since then, all “What’s New” emails have followed this aesthetic, consistently delivering high unique click rates and engagement.

I used 3D assets to animate this header, in which the handsets rotate, showing them from all angles.