The goal was to create a clear flow and merge the various legacy communications that were being sent to new users. An audit revealed that several messages were being repeated without a clear direction or cadence. The final on-boarding flow was divided into hard and soft opt ins, and cadence was directed by the users engagement.
We took the opportunity to inject the brand voice and visuals by integrating our photography and illustrations rather than a plain block of text. Emails dedicated to the education about the brands mission, account perks, sustainability, etc. were scheduled in.
In this email, we took the opportunity to highlight features that made the client unique from both commercial retailers and competitors.. Educating new users on the company’s values and perks, grows brand recognition and loyalty.
A more visually distinctive footer navigation was added which showed a 25% increase in click through rates compared to the header nav. In addition to this, a series of illustrations were used highlight 3 features in collaboration with the product and brand team. This aided in increasing the number of iOS app downloads (alt versions were provided for non iOS users).
All designs were optimized for mobile and desktop.
Copy: Eddie Wright
Illustrations: Julia Gingras