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Case Study:Seagate Email Design Overhaul

Client: Seagate

Roles: Research, template creation and design

Seagate had a problem. Their email campaigns suffered from a lack of well established design standards and they needed to improve turn times on B2B and B2C email creation. During this project I helped create and coordinate:

  • A design audit of 100+ Seagate emails
  • An email design competitor analysis
  • A template system that would keep their emails cohesive but allow for the same level of creative options that they currently had.
  • A series of template PSDs for future design use.
  • An educational booklet describing the new template system.

This solution cut their turn times in half.

Mobile First Design

For this project I performed an audit of previous Seagate emails. These included internal, B2B, and B2C interactions. After interviews with key people at Seagate and compiling the research, I assisted in separating the communications into bucketed types.

A major KPI in this project was the creation of mobile-ready templates—something that many, at the time, had lacked. I helped examine dozens of websites, white papers, and personal testimonials. All contributing towards to the goal of driving higher click-through rates. This was combined with an analysis of successful email designs and competitor design patterns.

Responsive Template System:

Responsive design was a cornerstones of the project and this template system was created to be responsive to all of our client's needs.

During the research process, we found that bucketing design items into a series of pre-built templates was not optimal, causing r designers know all too well when interacting with a strict template framework.

Instead of creating a static set of design templates, we broke down each design bucket into its essential pieces. These new building blocks could be recombined or repeated to build different emails needed for any of Seagate's communications.

Building the Emails

After the design templates were constructed, I co-opted with UX Expert Trever Santora. We helped build a series of combinations that could be used to build emails that fit within the communications buckets the earlier research uncovered.

In an effort to shave down turn times further, I also took charge of the creation and implementation of comprehensive photoshop files. These files would streamline the conversion of PSD to final HTML email.

With these PSDs, I also created a comprehensive booklet as a tutorial for anyone using the templates and for marketers needing a quick guide to selecting what they need in an email.

Lasting Effects

The new design structuring was rolled out over the course of a few months. Time savings were immediately noticeable, allowing Seagate to pour more time into creating more visually compelling emails.

We were invited to create unique email designs using the freshly created design system. I personally created over 50 unique emails in this system, which were then sent out to a B2B and B2C audience numbering in the millions.

In early 2015, Seagate Technology launched a new brand. Depsite a completely new design style, their emails still use this template system as their base.

Case Study: Seagate Email Design Overhaul

Client: Seagate

Roles: Research, template creation and design

Seagate had a problem. Their email campaigns suffered from a lack of well established design standards and they needed to improve turn times on B2B and B2C email creation. During this project I helped create and coordinate:

  • A design audit of 100+ Seagate emails
  • An email design competitor analysis
  • A template system that would keep their emails cohesive but allow for the same level of creative options that they currently had.
  • A series of template PSDs for future design use.
  • An educational booklet describing the new template system.

This solution cut their turn times in half.

Mobile First Design

For this project I performed an audit of previous Seagate emails. These included internal, B2B, and B2C interactions. After interviews with key people at Seagate and compiling the research, I assisted in separating the communications into bucketed types.

A major KPI in this project was the creation of mobile-ready templates—something that many, at the time, had lacked. I helped examine dozens of websites, white papers, and personal testimonials. All contributing towards to the goal of driving higher click-through rates. This was combined with an analysis of successful email designs and competitor design patterns.

Responsive Template System:

Responsive design was a cornerstones of the project and this template system was created to be responsive to all of our client's needs.

During the research process, we found that bucketing design items into a series of pre-built templates was not optimal, causing r designers know all too well when interacting with a strict template framework.

Instead of creating a static set of design templates, we broke down each design bucket into its essential pieces. These new building blocks could be recombined or repeated to build different emails needed for any of Seagate's communications.

Building the Emails

After the design templates were constructed, I co-opted with UX Expert Trever Santora. We helped build a series of combinations that could be used to build emails that fit within the communications buckets the earlier research uncovered.

In an effort to shave down turn times further, I also took charge of the creation and implementation of comprehensive photoshop files. These files would streamline the conversion of PSD to final HTML email.

With these PSDs, I also created a comprehensive booklet as a tutorial for anyone using the templates and for marketers needing a quick guide to selecting what they need in an email.

Lasting Effects

The new design structuring was rolled out over the course of a few months. Time savings were immediately noticeable, allowing Seagate to pour more time into creating more visually compelling emails.

We were invited to create unique email designs using the freshly created design system. I personally created over 50 unique emails in this system, which were then sent out to a B2B and B2C audience numbering in the millions.

In early 2015, Seagate Technology launched a new brand. Depsite a completely new design style, their emails still use this template system as their base.