New Email Template
Problem: Mattress Firm's email template and design system was in need of a major refresh to help drive engagement. A new approach was needed to give more hierarchy, attention to important messaging, and update to a more modern overall aesthetic.
Process: started with identifying main challenges with current template and prepared a game plan to tackle each pain point. A competitor analysis within similar retailers gave us a lot of insight into current trends and best practices. Collaborated with promo / copy / art directors / email specialists to get feedback and adjust with each stage of review.
Let's create a more seamless, visually dynamic story for the user.
Main goals: to lean into a more elevated approach to drive engagement with customers and to create a more modern, fluid and easier to consume system of components. New Design system introduced.
Main takeaways: make offers more prominent and above the fold, add more breathing room to create hierarchy, and maintain a mobile-first approach. We tested our new template against our old, finding a higher rate of click throughs and 30% more transactions.
Roles: Art Director | Branding & System Design | Web Design
Tool: Figma
Client: Mattress Firm