In this project, we updated the style of corporate emails and transformed them from static to responsive. The finished templates allowed to speed up the email production process, and created an opportunity to reach a larger demographic with a responsive approach.
In the second half of 2018, I made a presentation in which I highlighted the current state of Wells Fargo emails (at the time, they were a bit all over the place and mostly static), outlined the advantages of responsive email design, and presented some prototypes to demonstrate how their style could be updated and unified while preserving the necessary flexibility.
The presentation gained some traction and in 2019 an interdisciplinary team was assign to re-work the corporate email templates. I was one of the designers, and a sole developer on the team.
We collected samples from all business lines in order to identify types of emails and components we needed to produce, played with the design, tested design variations in code, developed prototypes, tested prototypes across email clients and screen sizes, verified the code with accessibility team, and eventually finalized a set of templates/components. During the same timeframe, Wells Fargo brand was undergoing a major style re-fresh, so we had to update the templates multiple times in order to keep up with the changes.
Once the templates were finished, I developed two additional versions of each — one for CheetahMail distribution, and one for Eloqua platform. And then we used the new templates to produce a set of emails for Evergreen campaign.
