Saatva
To evaluate the email drip campaigns through Saatva, we relied on usage metrics in conjunction with competitive analysis and a/b testing. This allowed us to gain a deeper understanding by understanding the quantitative information. Although users were able to click through the campaign, the unsubscribe rate grew as the campaign went deeper. After analyzing the data, we found that we needed to have more user-focused driven campaigns that would be able to retain users and understand their wants & needs. There was a request to have more frequent emails, and our goal was to create a modular system that could be used for daily emails and have more clarity for both the marketing team and users.
HQ
Austin, Texas
2012
Ecommerce
Challenge
How will we design more effective, intentionally structured, transactional emails but also build brand awareness? And continue to keep the user engaged?
How can we design more intentionally structured emails?
How will we analyze and build the structure for other parts of the team to grow and manage them efficiently?
Results
Create a strategic plan to launch an MVP. This helps deal with out-of-scope requests that could potentially derail the project and helps deliver a quality product in time.
User testing doesn't end after development. Design is a constant iteration of improving the experience for the end user. Always find ways to collect and listen to your user's feedback.
Involve engineering upfront. This helps to reduce any rework later on as an understanding of the technical limitations upfront will help to inform your design strategy.
Process
Research & Analysis: We conducted user interviews, surveys, and analyzed in-app analytics to understand the pain points and user needs. We also studied competitor apps and industry trends to gather insights
Information Architecture: Based on the research findings, we restructured the app's navigation and content, prioritizing features and information according to user needs.
Wireframing & Prototyping: We designed low-fidelity wireframes to visualize the new layout and navigation, iteratively refining them based on user feedback. Afterward, we built a high-fidelity, interactive prototype to test the design.
Usability Testing: We conducted usability tests with a diverse group of users to validate the design and identify areas for improvement. Based on the feedback, we made necessary adjustments to the design.
Visual Design & Style Guide: We developed a cohesive visual language, including color schemes, typography, and iconography, ensuring consistency throughout the app. We also created a style guide to maintain design consistency in future updates.
Conclusion
The streamlined email process successfully targeted our user audience and catered to their wants and needs. The improved approach led to increased user engagement and satisfaction, demonstrating the value of a well-designed email strategy.