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A User-centered Approach to Transactional Email Design: UX Case Study (Phase 02 — Design)
Utilizing hypotheses-driven ideation to rapidly prototype a proof of concept (PoC) for a transactional email ecosystem.
This is part 2 of 2 / If you read part 1 — skip the intro!
If not, you can read Part 1 here: 👇
When it comes to prioritization and resource allocation, the design and definition of transactional emails is typically not at the top of the list. This often results in design and content that is not given the attention necessary to capitalize on the potential impact that an informed, intentionally structured email can drive for a product or service.
I quickly recognized the potential for intentionally structured transactional emails to help us deliver on our target KPI’s.
In my role as the Lead Product Designer at Reserve, a startup in the restaurant technology space, I encountered this very challenge. With limited resources and higher priority tasks, our suite of consumer-facing transaction emails had been given just enough resources to get them up and running, but were rarely though of unless absolutely necessary.
As the Lead Product Designer, I was responsible for the design of all of the products within the consumer product suite, transaction emails included. As we scaled our product ecosystem, I quickly recognized the potential for intentionally structured transactional emails to help us deliver on our target KPI’s.
In order to rally support around the initiative, I decided to take it on as a side project.
The only problem…time and resources, not just my own but also the other team members I would need to contribute to the project: content, marketing, technology, etc… In order to rally support…
