Role: Visual Designer
Teammates: Janice Kim (Design Lead), Jessica Weiller (UX Designer), Daf Gazari (Marketing)
Email Design
KiwiCo
As a Visual Designer on KiwiCo’s Digital Design team, I created hundreds of mobile-first emails that helped meet and surpass KiwiCo’s acquisition goals. I also improved the email design process by creating a comprehensive email asset library.
process
1. Email compilation
After around 3 months of designing emails at KiwiCo, I felt a need to collect previously designed emails in one place to ensure brand consistency and visual continuity. That’s how the Email Library was born. I pulled all emails into one file, which served as a handy working file and a reference deck.
2. Creative testing
In close collaboration with the marketing team, I created multiple designs for the same promo with a goal to test which creative resonates more with KiwiCo’s customers. The learnings were used to maximize email efficiency and better define the segments.
3. Email asset library
I used previous emails and the results of creative tests to decide which assets to pull into the final Email Library. It’s intended to be a convenient starting point for designing future emails, which would save a lot of time for both designers and requesters, especially during times of high turnaround (Black Friday through the holidays).
Select emails
Modular layouts →
To ensure that a project can be swapped last minute if it sells out, I use simple modular designs that would work for any item or photography.
← Inspiring visuals
I use empowering photos and compositions to communicate KiwiCo’s mission of “inspiring future innovators”. See full email mock.
← Engaging GIFs
At KiwiCo, we use a lot of animated GIFs to catch one’s attention in a short time and show the “hands-on” aspects of KiwiCo projects.
Authentic emotions →
When picking photos, I always strive to convey kids’ authentic engagement in the project.
← User-generated content
I select the most compelling photos shared by customers on social media through an ongoing Instagram campaign.
Letting the project shine →
When a project speaks for itself, I use a simple clean design that showcases it best.
Displaying the lines →
I help test multiple layouts for displaying the crate lines in the cleanest and most compelling way.
← Partnerships
I designed multiple partner emails that communicated KiwiCo’s value prop while also feeling authentic to the influencer or partner.
← Making it Whoa Awesome
To add a surprise and delight to this birthday email I used an engaging marble run idea. I animated the graphic in AfterEffects.