My goal was to help ABC newsletter subscribers quickly view their shows’ content and schedule.
Owner of project. Collaborated with interaction designers and customer relationship management (CRM) team.
Understanding the problem
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
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.
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.
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.
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.
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.
Current ABC newsletters