CLIENT/AGENCY
Compare the Market - VCCP
MY ROLE
Email journey flows, structure, module design, wireframes
month/year
May/June 2017
tEam
Myself (UX), Project Manager
ux brief and objectives
Create master responsive templates and module wireframes for Compare the Market’s (CTM) loyalty email programmes.
The objectives of this UX project was to review and revise the existing email templates for all CTM's email journeys, improving the speed, efficiency of future email builds.
DISCOVERY PHASE - Client workshop
discovery phase
This process began by reviewing the existing CTM emails templates to establish what was and wasn't working using both the current email designs and a competitor analysis and email design report CTM commissioned from ReturnPath.
I took part in a workshop with the client to establish customer and business requirements of the new email journey templates and also learn more about features and content they would like to be able to include in their future emails.
Having recently re-designed the Welcome and Onboarding (W&O) journey, the client was happy to use this as a starting point for the other journeys.
DEFINING PHASE - Flowchart of all loyalty email lifecycles
DEFINING PHASE - Proposed Quote Conversion Email journey flowchart
defining phase
Firstly, I focused the Quote conversion journey as this is often a customers first interaction with CTM and would contain the bulk of modules needed to be developed.
The flowchart visually showed the path a customer would take through the journey and the number of emails the would receive would be based on the number of days before their policy would start. When/if the customer converted, they would automatically transfer to the W&O programme.
Reviewing the new proposed email message hierarchy developed by VCCP's marketing team for each of the journeys, I was able to establish patterns and assess what modules were needed.
From this, I created a master structure template for the whole journey. Each structure block represented a module, the details of which to be developed in the next stage.
DEFINING PHASE - Proposed email message structure per user type
DEFINING PHASE - Master email structure blocks for Quote conversion email journey
development phase
The structure blocks from this master were then used to form the Email structure masters each stage of the journey, annotating each block, and colour coordinating the blocks by user type (what source the customer had come from, in this instance rebuy or cross-sell).
I sketched out wireframes for how the content of each structure block should be displayed as a guide for the design team in the next phase of the project.
From the research, past examples and these sketches I developed wireframes for all the modules that would be needed in lifecycle journeys. I documented them all, annotating them by number and variant. For example the quotes module could have 3 detailed quotes or 6 quote overviews.
DEVELOPMENT PHASE - Annotated 2nd Follow up Quote conversion email master structure and variants
DEVELOPMENT PHASE - Structure detail module sketches
DEVELOPMENT PHASE - Annotated module wireframes
delivery phase
Each email in the journey, wireframes were created detailing the module (number and variant), a visual guide of how it could look and which user type would receive it.
For the final deliverables of this project I produced detailed documentation outlining the proposed new templates, modules required and matrix defined by each user type.
This documentation was produced for all of CTM's lifecycle journeys and on approval was handed over to the design team for visual development.
DELIVERY PHASE - Annotated Email wireframes and Quote Conversion email journey Module Matrix