Aligning Functionality with a Modern Look and Feel
Challenge
The design and development of eBay's emails were ad-hoc, resulting in inconsistencies. Additionally, use of sliced images were not mobile responsive and had accessibility issues.
Solution
I created an email template system to support all marketing use cases. We reinforced the layout hierarchy in the template through primary, secondary, and tertiary module types. We aligned typography, image, and color usage to the Brand Playbook. We engaged email developers to build the modules on a common codebase, ensuring design wasn't limited and for consistency across campaigns.
Result
The Global Email Template resulted in a 30% reduction in development time and a 50% reduction in QA time without sacrificing creative potential.
