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Email analysis · Email design system
A project that transformed email engagement data and marketing and sales needs into a scalable email design system that improved HCP communication.
summary
As the project lead, UX researcher, and UX designer, I led the creation of an email design system to improve how colleagues communicate with healthcare professionals (HCPs).
The challenge was that email performance varied significantly, and teams lacked a shared framework for creating effective communications. I collaborated with a data scientist to analyze historical email performance, identifying patterns between content, layout, engagement, and conversion. These insights allowed us to define the principles of a high-performing HCP email experience.
We translated these principles into a scalable design system and a set of reusable email templates, enabling teams to create more consistent, user-focused communications while improving efficiency and confidence in email creation.
Client
Pharmaceutical company
Customer
Healthcare professionals
Role
UX Researcher - UX Designer - Project Lead
Year
2023
Context
Growing demand for Email Marketing Following the COVID-19 Outbreak
The growing volume of emails risked overwhelming customers, leading to lower engagement
approach
We started by analyzing historical email performance data to uncover the relationship between content, layout, engagement, and conversion. These insights informed the principles of a high-performing HCP email experience and guided the development of a data-driven email design system.
1
Align on the wishes & Requirement
2
Desk research & Data analysis
3
Create guideline
4
Design system & Template
5
Implement & Workshops
Research
What makes the open rate higher? What makes the conversion rate higher?
Design
Inviting
Transparent
Specific
1 topic
1-3 content blocks
80-200 words
Bullet point works well
No info-graphic
Impact
Testimonial
“I know you worked very very had to get here, and the result is very comprehensive, understandable, simple and effective guidelines and templates to start with.”
Digital Lead
learning
Digital transformation is not only about enabling new customer experiences; it is also about supporting employees through changing roles and behaviours.
This project highlighted the importance of designing for internal users, where successful adoption depends on understanding their workflows, building alignment, and creating tools and processes that fit into their everyday work.
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