Our fans come to us when they're experiencing complicated emotions. Either they didn't get tickets to the sold out show or they got the tickets but can't make it anymore. Through emails we hope to assure the status and set the right expectation to quell their concerns.
The answer varies, depends on who you ask. The customer support might tell you the "subject name", the designer would say the "template name" and the engineer might refer to the "template path", as we get more features with similar email set, it gets harder for everyone to be on the same page.
Design Goal 1
Lyte has many features and each feature has its own email set, we use this naming structure based on the number of variables in each email to reduce development effort and maintain consistency across all the emails.
[user goal] _ [system action] _ [feature name]
Lyte system is attempting to charge the payment Jane provided to purchase tickets she requested but is experiencing an error. Jane is feeling confused and stress cause she doesn't want to lose her tickets.
Subject name: Oops, there was a problem processing your payment
Not to worry! Your tickets are safe and waiting for you! Follow the instruction below to update your payment information within 24 hours. Once we received the update, we’ll send you a confirmation with your tickets.
We had an error processing your payment. Please update your payment method within 24 hours or you'll lose your tickets.
How to update my payment?
I’ve updated my payment, when will I be charged again?
Content audit example
Design Goal 2
By working with the support team, we were able to identify common questions throughout the customer journey. We set up the content audit sheet to help reducing redundant information in every email. And put "Jane" instead of "the customer" in the context to increase empathy.
Design Goal 3
Gain engagement through the marketing emails
Most of the fans have never heard of Lyte. The goal of the marketing emails is to gain engagement by promoting our client's branding more than our own.
Foster trust through the transactional emails
Once fans start using Lyte, we aim to raise our brand awareness and to nourish brand advocates by emphasizing core brand elements and languages in the emails.
Design Goal 4
To scale the system and make it flexible, the fewer options the better. We worked with the engineers to test out elements in the emails across devices to reduce as many stylings as possible.
The foundation contains the layout of the email and the unified brand look and feel like color and type scale.
Independent and repeatedly used pieces of the interface built out of elements. Each component has its own purpose and correlating content type.
Amadeo, Design team
Innie, Alex Z, Alexey, Sasha, Engineering team
Alexandra, Danielle, Customer support team