Discovery included a meeting with digital marketing and communications managers to understand the current state of the email design and usage. We collaborated to determine number and variety of templates needed based on customer journeys, user engagement, and coinciding digital and print campaigns. Together we went over the research, analyzed competitor's approach to establish goals. Then we established the project timeline and scope.

After hearing the marketing manager’s analysis of competitors and click-through rate, we defined three key deliverables.

Needs

• 10 email templates with varying content blocks to use

• A defined color system and content design compliant with WCAG 2.1, Level AA regulations

• Update to current brand standards (new logo)

Within two working days, I created the email concept mockups of the ten templates. Then, I routed the designs to the marketing leaders and developers to collect feedback, determine feasibility, and refine the design concepts over the following two weeks. With their feedback, I established padding, color, and spacing recommendations for developers to begin the next phase.

When I met with our lead developers to review the approved designs, they detailed outstanding assets I could provide for the new designs and custom content blocks I proposed. We collaborated closely, meeting weekly to test designs in light and dark mode to ensure they met accessibility requirements. This part of the process was highly collaborative and required continuous testing and refinement over six weeks.

In the final phase of the project, the marketing and content leaders provided an itemized list of the desired static and animated hero images, and body graphics they would need for their messages. In the final two weeks of the project, I provided over 100 individual graphics.

• 3 animated GIFs

• 7 JPG hero images

• 75+ PNG body images