ABC Newsletters

My goal was to help ABC newsletter subscribers quickly view their shows’ content and schedule.

 
 

Role

Owner of project. Collaborated with interaction designers and customer relationship management (CRM) team.

 
 

Understanding the problem

Original ABC newsletters

Original ABC newsletters

I worked with CRM to collect data on which content, buttons, and layouts had the highest and lowest user engagement. I also gathered an assortment of information on the types of users that were receiving our newsletters.

Gathering information on past ABC newsletters helped me better understand our users' prior experiences with our content and the CRM team's needs.

 

Research & inspiration

entertainment newsletters.png

I familiarized myself with other entertainment company newsletters to see how they display their content.

 

After seeing that their newsletters served a different purpose from ABC’s needs, I started to explore other inspiration for content layout.

 
 
InVision newsletter   Separate cards make it easy to see where different content starts and ends. Simple and consistent layout makes it easy for users to scan content.

InVision newsletter

Separate cards make it easy to see where different content starts and ends. Simple and consistent layout makes it easy for users to scan content.

Google calendar/planner   Having the dates be more apparent could help users find their favorite show’s schedules faster.

Google calendar/planner

Having the dates be more apparent could help users find their favorite show’s schedules faster.

Facebook events   Gaining inspiration from grouping content by days, this could make it easier to see when tv shows are airing.

Facebook events

Gaining inspiration from grouping content by days, this could make it easier to see when tv shows are airing.

 

Take-aways from research

  • Concise and intriguing content.
  • Inform users what type of links are in the newsletters.
  • Make showtimes easier to locate to get users to tune in.
  • Have buttons be more noticeable to users.
  • Use informative and engaging button titles.
 

Design

I explored different ways to display content in dynamic chronological order to match the tv shows' schedules in real time. This was to help reduce the confusion that users were having when looking for the showtimes.

 
first pass.png
 

While the chronological order improved clarity of the schedule, we established that it limited ways we could display content. This led to grouping content by tv shows first, with the showtimes displayed as a secondary read.

 
pass 2.png
 

We limited the content description word count to an optimal length for users to read. The buttons contained distinct messages which added a personalized experience while informing users what content it links to.

Throughout the process, I made sure the designs worked for single to multiple pieces of content and on mobile and web devices.

 
final.png
 

Current ABC newsletters

Current ABC newsletters.png