Product Designer | BiggerPockets
Email Templates
BiggerPockets has an extensive email program that has been built for the last 10 years. As the program has grown so have the templates they have used. BiggerPockets was looking to align the UI of all email templates while trying to maintain or improve engagement metrics.
Business Problem
There are a lot of user emails that don’t have a consistent look and feel.
Goal
Align the look and feel of the templates.
Elevate the brand of the emails.
Increase/maintain engagement metrics.
Role
As lead designer, I own the discovery, strategy, and design of the project. I am focused on using data to inform my solution in order to create the best user experience while balancing business goals. My core focus for the project was to improve the UI to create consistent branding within the BiggerPockets brand guidelines and increase/maintain core engagement metrics.
Discovery
External research was conducted to understand the competitive landscape and to extract product-specific features.
Designs
Focused on several key areas of the design to improve user engagement and meet business goals.
Created a consistent header, footer, and structure for the templates.
Developed several reusable layouts for teams to be able to plug and play with different types of communications.
Refreshed the UI to align with current brand standards.
Results
An A/B test was conducted to test the new design against the existing one. After running for several weeks we saw the following results:
Click rate: 7% increase
Revenue: 57% increase
Based on these results we were able to release the template to more emails and have seen a steady increase in engagement MoM.
Testing continues to improve user engagement and business revenue.