Galleri - Email Design System

Context: There were many email touchpoints across the brand, including quarterly patient and HCP newsletters, and transactional emails about product information. These touchpoints haven not been consistently created by the same agency, therefore introducing challenges in PMRC and in build, and hindering the desire for a cohesive look & feel, application of best practices, and seamless process.

About the product:

Gallery is a blood test for multi-cancer early detection.

Challenge:

Design and build new email templates that can be leveraged for a variety of audience-specific emails and newsletters templates.

Objectives:

Improve overall email design and execution and create efficiency in development and deployment of Galleri emails to ensure a timely project lifecycle. Email templates should:

Leverage a modular design approach to allow for consistency and ease of assembly
Be responsive and adhere to accessibility and code best practices

Team:

Senior Producer, Technology manager, Account Director, Developer, Visual designer, UX designer.

My role:

Conducted audit of existing emails to define new modules based on current emails content & best practices.
Proposed 16 modules to support messaging variations for 4 different audiences.
Created functional specs and accessibility considerations.

Timeline: 1 months I Platform: Web/Mobile I Tools: Sketch/Adobe XD

Target Audience:

HCP, Patient, Employer B2B, Health System B2B

Success metrics:

Decrease overall email project lifecycle
Decrease build & QA lead times
Increase ease of use for GRAIL marketing team to generate emails between design and tech teams
Improved results & performance

Discovery research

Defined modules based on existing emails content & best practices for anticipated creative needs.

Marketing email - Audit (Closeup view)

Newsletter email

Marketing email

Transactional email

Ideation

Based on research findings (collected in a spread sheet) and to adhere to project requirements I had to design modules to support all email types and audiences. The challenge was to create a design system that contain all necessary variations to support various content types and not to exceed 16 modules.

Brainstorming:

In order to solve the problem it was decided that modules should be flexible within each template to add or remove sections for a greater variation across all modules.

Explorations: First I was recreating modules selected during my research. Then I attempted putting them into a template.

Module creation