Overview
To address visual inconsistencies and improve efficiency as Spigen's newsletter platform grew, I led the creation of a standardized design template. Our goal was to streamline the process, reduce design time, and strengthen the brand's visual identity with cohesive design. This allowed the team to focus on content, which boosted click-to-open rate by approximately 1.05% within the first six months.
Contribution
Design System
Marketing Design
Team
Amy Lee (Senior Graphic Designer)
Kevin Tran (Junior Graphic Designer)
Hyunjae Cho (Graphic Design Intern)
Timeline
1 Month,
in April 2023
Problem & Solution
Problem
Inconsistency in newsletter contents
Poor readability and small CTA button sizes on mobile
Manpower shortage and inefficiency due to designers spending excessive time adjusting repetitive elements
solutions
Developed the brand's universal newsletter design system based on customer engagement data.
Defining Newsletter Visuals
as-is
Inconsistent newsletter design
The inconsistent text sizes, spacing, colors, and logo styles in each newsletter create a disorganized brand and may confuse readers. Moreover, the small text and CTA buttons are hard to read on mobile devices, where many customers view their marketing emails.
to-be
Highlight the change
Cohesive brand visual and mobile-friendly text sizing
Set optimal main image scroll length for mobile devices and implemented max length guidelines. Defined header styles and CTA button placement based on successful newsletter data. Increased text and button sizes for better readability on mobile.
Establishing Design Guideline
design system
I established the standard visual design for Spigen's newsletter and created guidelines for colors, typography, spacing, element usage, etc.
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Result & Takeaway
result
The immediate result of implementing the newsletter design system was a decrease in design execution time by 20%. Additionally, the Click-to-Open rate for newsletters increased by 1.05% within the first six months after project completion.
takeaway
