Case Study 2: Email Overhaul
Conception, Wireframing, Design & UX, Copy


During that time I worked for Havenly, I oversaw an overhaul of almost the entire application. One of the areas that needed the most improvement were the emails we sent to clients, both marketing and system emails. I worked on improving our email communication, with a complete rethinking of our email copy and content, including a visual redesign.

The Problem

The emails we were sending to clients were unattractive and lacked clarity. Furthermore, there was little communication between the company and the client during the process leading to confusion. Using Trunk Club as a main source of inspiration, I developed a beautiful set of system emails that pushed clients towards action and clarified the process.

Thought Process

The emails first and foremost needed to be clean, bright and beautiful. I wanted strong call to actions, clarity of meaning, and punchy text. Finally, I worked to develop a set of iconography that was unique to the emails, matched our style, and was fun and engaging.

One piece of feedback we heard more than anything else was that clients wanted to know more about their place in the process. Therefore, we started with an introduction email that specifically set out expectations for the process. This level of transparency helped the clients to understand exactly what was supposed to happen, when.

Design Assistant

Personal relationships are an easy way to push users to action. I created an element of the product called the “Design Assistant” a virtual assistant that would be the main touch point to the potential client before they had paid their design fee. The design assistant emailed the potential client and prompted the potential clients questions and prompted the potential client to pay their design fee. In reality, the design assistant was fictional, any member of our service team would handle design assistant inquiries. Calls and emails with the “Design Assistant” (which were also built into the product) were a massive success, and helped increase conversion to paid significantly.

Trigger Points

Another way to help clients understand their part of the process was the idea of “trigger points”. I developed trigger points in the product that would send an email when certain actions were taken, or were required from the client. This allowed clients to stay up to date on their part of the process and reduced questions to our customer service team dramatically.

Designer Assignment

Designer assignment was a tricky problem to manage. On one hand, we wanted clients to be able to choose their designers and have control over the process. On the other hand, we often ran out of designer availability, or needed to reassign designers. Therefore, transparency into this process was critical, but also messaging that made the client feel important and well taken care of.

Along with this, designer assignment was a good hook to push users to pay design fees. I focused on messaging that would add time urgency to the users actions, as well as make them feel connected to their chosen designer.


Other elements we wanted to hook users on were things like sharing feedback, and purchasing products. I developed trigger point emails that asked users to provide feedback at certain points in the product, keeping them engaged, while improving and speeding the design process. The more feedback users provided, the easier the job of the designer.

The Result

We experienced a huge increase in action taken from emails, and sharp reduction in questions about the process. The added transparency did add to increased service complaints about designer failure to adhere to timelines, but this was expected, and this decreased as we increased operational consistency.