Eventful email program
Weekend Events Lineup email redesign
(advance through images for detail and before images, respectively)
Email program redesign & process
Project info - WEL redesign
The Weekend Events Lineup was Eventful's flagship email, telling users what was going on in their area during the upcoming weekend.
Because of various stakeholder interests, the amount of content could not be reduced. Instead, I focused on improving the content by: (1) adding more personalized content; (2) increasing the number of monetized listings; (3) making it easier to find content that mattered; (4) and directing more traffic to the site.
Project info - email program redesign
Previously, all of Eventful's emails (24 email templates in total) were designed as one-offs. I evaluated the full spectrum of emails and developed a grid-system and visual design that could be used for all emails. This dramatically improved visual and information consistency across the product line, as well as making for faster and better design-work in the future. Additionally, the emails used fewer images (better for deliverability), and incorporated a header and footer for additional navigation options and increasing traffic to the site. I also worked closely with the engineering team so that emails based on this grid could be built more efficiently than was previously possible.
Shown above are the steps in the development of this email system and an example of a finished product: the 'Welcome to Eventful' email.
(advance through images for detail and before images, respectively)
Email program redesign & process
Project info - WEL redesign
The Weekend Events Lineup was Eventful's flagship email, telling users what was going on in their area during the upcoming weekend.
Because of various stakeholder interests, the amount of content could not be reduced. Instead, I focused on improving the content by: (1) adding more personalized content; (2) increasing the number of monetized listings; (3) making it easier to find content that mattered; (4) and directing more traffic to the site.
Project info - email program redesign
Previously, all of Eventful's emails (24 email templates in total) were designed as one-offs. I evaluated the full spectrum of emails and developed a grid-system and visual design that could be used for all emails. This dramatically improved visual and information consistency across the product line, as well as making for faster and better design-work in the future. Additionally, the emails used fewer images (better for deliverability), and incorporated a header and footer for additional navigation options and increasing traffic to the site. I also worked closely with the engineering team so that emails based on this grid could be built more efficiently than was previously possible.
Shown above are the steps in the development of this email system and an example of a finished product: the 'Welcome to Eventful' email.