Email design overhaul for e-commerce
Overhaul proposal of the existing static emails. The goal for the experience design team was to make it more user-friendly, cater to our complex business model and more aesthetically pleasing.
Process
To proceed, I did some research to find out the flow of our existing email journey, business rules and what can be improved/ automated. Below is an email journey map which I came up with from my understanding. This helps us make sure the copy, information flow and design make sense from start to end.
Data Sources
- data from customer service software, Intercom
- collect and map available email template flow from Backend
- feedback and request from stakeholders and HODs
Tools
- Sketch
- Adobe Illustrator
- Adobe Photoshop
- Invision prototyping
- Atlassian Jira & confluence
- Sublime for font-end coding
- Github
Challenges
In honestbee, our shoppers are able to shop from multiple stores for the customer. Eg: Sam is ordering his weekly grocery from Fairprice, a few boxes of chocolates from Anjali and some ribs from Zac Butchery. The goal is to group items from each store and inside that store receipt. We have 3 distinct product status to display as well as explained below.
Available - items found by shopper
Replaced - replace the item with alternative as requested by the customer
Out of stock - item is not available
The challenge is to tabulate this info without overcrowding the receipt and within the limits of the email development best practice.
Available - items found by shopper
Replaced - replace the item with alternative as requested by the customer
Out of stock - item is not available
The challenge is to tabulate this info without overcrowding the receipt and within the limits of the email development best practice.
The email design and copy has to be fluid enough to fit various language which are Chinese, Indo, English, Japanese and Thai yet look pleasing on mobile as well. To give an example of an interesting case, Japanese Yen price tag for a a bottle of wine is ¥3070.85 which is longer than RM80.00 hence we need take it into consideration to make the price tag column wider to fit various currency.
