TD Email Design System
The Problem: The email development process is time consuming and inefficient and relies heavily on development and QA teams.
Project Goals: Firstly, create a platform to allow non-developers to build emails with a drag & drop system based on predefined templates. Secondly, create a series of user friendly email templates incorporating current usability and accessibility standards. Our ultimate aim was to reduce the turnaround time for building, testing and deploying HTML emails, while creating concise and engaging communications.
Working with a multidisciplinary team of designers, developers, data analysts and account managers, we compiled a variety of perspectives on the required functionality and consolidated our findings to create the MVP requirements.
We worked through the stages of sketching, wireframing and prototyping and completed usability testing with a variety of team members on both the design and account teams to obtain their insights into the user flow and how it could be improved based on their needs and expertise.
To bring the email design system to life, we created a series of pre-defined email templates along with a library of corresponding content modules. We implemented a single column, fully responsive design with concise messaging for easier scanning, larger text for legibility, high contrast text and background colour for vision impairment, engaging imagery and a clearer and more meaningful button hierarchy to increase click throughs.