Enabling a leap forward in reader engagement.

Challenge

Revive a stale email program of various newsletters for a new generation of readers. Increase traffic to the Canadian Living website and improve the quality of the email subscription lists to increase engagement.

 

Approach

Each client I work with has different capabilities and needs – I might alter my approach and apply my skills where and how they are best suited for the project. This also means that I vary my activities and deliverables per client and per project.

 

Research

By working with our analytics team to assess the current problems, we were able to understand the challenges with various subscription lists. By conducting a competitive audit and benchmark review, I was able to understand what aspects of the design to focus on.

 

 

Strategy

By working with an email strategist and the client, we came up with a plan to remove inactive subscribers, improving the ROI of email deployment costs through focusing on subscribers who were more engaged. We also came up with a strategy for content management and factors that influenced the registration process and inbox experience.

 

Specification

The specified elements of this project included improvements to registration and preferences UX, the email UX (including a new responsive templating system) and the unsubscribe UX.  My specifications started with research, prototyping and testing using simple paper prototypes.

Registration UX

Our experts analyzed the email engagement data along with the database age and suggested that we try pruning our inactive users, redesigning the registration pages and reducing the number of email newsletters. Armed with this data, I used simple paper prototypes to test assumptions about placement and type of links to the email registration page. I was able to quickly iterate my prototypes in order to improve the user’s flow through the various registration pages.

Paper test of placement of email registration call-outsPaper prototypes allowed me to quickly iterate if information was unclear.

Email UX

The system that I created for the UX of the email templates included consistent and variable parts, based on a grid. The most important factors in the email templates were usability and content clarity. The result is a responsive email system that is usable and effective at different screen sizes (handheld, tablet, and desktop).

The work to complete these email templates was a highly effective collaboration between myself, the developer and graphic designer.

Canadian Living Test Kitchen responsive email