Redesigning the conversation with university alumni through e-newsletters
Redesigning the conversation with university alumni through e-newsletters
Redesigning the conversation with university alumni through e-newsletters
Redesigning the conversation with university alumni through e-newsletters
Redesigning the conversation with university alumni through e-newsletters
CLIENT
CLIENT
CLIENT
CLIENT
CLIENT
University of Westminster
University of Westminster
University of Westminster
University of Westminster
University of Westminster
ROLE
ROLE
ROLE
ROLE
ROLE
Digital design
Digital design
Digital design
Art direction, editorial design, illustration
Digital design
THE CHALLENGE
THE CHALLENGE
THE CHALLENGE
THE CHALLENGE
THE CHALLENGE
Re-invigorating a key channel
Re-invigorating a key channel
Re-invigorating a key channel
Re-invigorating a key channel
Re-invigorating a key channel
The Alumni team needed to re-invigorate their e-newsletter templates, a key channel used to manage the University’s relationship with their 80,000 alumni subscribers. The new design had to:
- promote university events and academic success stories
- act as a supportive link connecting alumni networks globally
- increase donor awareness of development projects
- advertise careers support to recent graduates.
The Alumni team needed to re-invigorate their e-newsletter templates, a key channel used to manage the University’s relationship with their 80,000 alumni subscribers. The new design had to:
- promote university events and academic success stories
- act as a supportive link connecting alumni networks globally
- increase donor awareness of development projects
- advertise careers support to recent graduates.
The Alumni team needed to re-invigorate their e-newsletter templates, a key channel used to manage the University’s relationship with their 80,000 alumni subscribers. The new design had to:
- promote university events and academic success stories
- act as a supportive link connecting alumni networks globally
- increase donor awareness of development projects
- advertise careers support to recent graduates.
The Alumni team needed to re-invigorate their e-newsletter templates, a key channel used to manage the University’s relationship with their 80,000 alumni subscribers. The new design had to:
- promote university events and academic success stories
- act as a supportive link connecting alumni networks globally
- increase donor awareness of development projects
- advertise careers support to recent graduates.
The Alumni team needed to re-invigorate their e-newsletter templates, a key channel used to manage the University’s relationship with their 80,000 alumni subscribers. The new design had to:
- promote university events and academic success stories
- act as a supportive link connecting alumni networks globally
- increase donor awareness of development projects
- advertise careers support to recent graduates.
Researching user needs and competitors
Researching user needs and competitors
Researching user needs and competitors
My findings: the copy needed to be shorter, CTAs and headlines more engaging, and a clearer hierarchy of information established to aid scanning. I carried out A/B testing to ensure user behaviour informed design decisions.
My findings: the copy needed to be shorter, CTAs and headlines more engaging, and a clearer hierarchy of information established to aid scanning. I carried out A/B testing to ensure user behaviour informed design decisions.
Old design
The previous layout had a number of problems with the design and overwhelming copy.
Old design
The previous layout had a number of problems with the design and overwhelming copy.
Version 1
Too image heavy, departments couldn't guarantee high quality images for their stories.
Version 1
Too image heavy, departments couldn't guarantee high quality images for their stories.
Version 1
Too image heavy, departments couldn't guarantee high quality images for their stories.
Version 2
Explored masthead designs, including subtle illustrations convey the alumni network.
Version 2
Explored masthead designs, including subtle illustrations convey the alumni network.
Version 2
Explored masthead designs, including subtle illustrations convey the alumni network.
Version 2
Explored masthead designs, including subtle illustrations convey the alumni network.
Version 3
Reduced masthead size so users could dive into the content and stripped-down copy for faster scanning.
Version 3
Reduced masthead size so users could dive into the content and stripped-down copy for faster scanning.
Version 3
Reduced masthead size so users could dive into the content and stripped-down copy for faster scanning.
THE SOLUTION
THE SOLUTION
THE SOLUTION
THE SOLUTION
THE SOLUTION
Improving design clarity
Playful layouts with personality
Playful layouts with personality
Playful layouts with personality
Playful layouts with personality
Easier scanning with a one-column layout, shorter article descriptions, new category tags and re-ordering low priority content to the bottom.
The redesign experimented with scale to break up a rigid grid layout and infuse it with charm and personality.
The redesign experimented with scale to break up a rigid grid layout and infuse it with charm and personality.
The redesign experimented with scale to break up a rigid grid layout and infuse it with charm and personality.
The redesign experimented with scale to break up a rigid grid layout and infuse it with charm and personality.
Streamlining the omnichannel experience
Streamlining the omnichannel experience
My improvements ensured a consistent, on brand design, supporting an omnichannel experience between newsletter and website. The final template was responsive across devices.
My improvements ensured a consistent, on brand design, supporting an omnichannel experience between newsletter and website. The final template was responsive across devices.
My improvements ensured a consistent, on brand design, supporting an omnichannel experience between newsletter and website. The final template was responsive across devices.
Establishing hierarchy of information
Establishing hierarchy of information
Prioritising new stories, distinguishing internal stories and academic research successes, treating alumni benefits with different type, colour treatment, illustrated with icons to aid scanning.
Prioritising new stories, distinguishing internal stories and academic research successes, treating alumni benefits with different type, colour treatment, illustrated with icons to aid scanning.
Prioritising new stories, distinguishing internal stories and academic research successes, treating alumni benefits with different type, colour treatment, illustrated with icons to aid scanning.
THE IMPACT
THE IMPACT
THE IMPACT
THE IMPACT
THE IMPACT
The new design increased the click-to-open-rate by 26.18%
The new design increased the click-to-open-rate by 26.18%
The new design increased the click-to-open-rate by 26.18%.
The new design increased the click-to-open-rate by 26.18%
The new design increased the click-to-open-rate by 26.18%
The template improved the brand reputation of the University, and removed low priority and repeated content to streamline focus on priority stories that supported business goals. I provided post-project support to aid the roll-out of the new visual design, creating image editing and content guidelines to maintain quality control over future issues.
The template improved the brand reputation of the University, and removed low priority and repeated content to streamline focus on priority stories that supported business goals. I provided post-project support to aid the roll-out of the new visual design, creating image editing and content guidelines to maintain quality control over future issues.
The template improved the brand reputation of the University, and removed low priority and repeated content to streamline focus on priority stories that supported business goals. I provided post-project support to aid the roll-out of the new visual design, creating image editing and content guidelines to maintain quality control over future issues.
The template improved the brand reputation of the University, and removed low priority and repeated content to streamline focus on priority stories that supported business goals. I provided post-project support to aid the roll-out of the new visual design, creating image editing and content guidelines to maintain quality control over future issues.
The template improved the brand reputation of the University, and removed low priority and repeated content to streamline focus on priority stories that supported business goals. I provided post-project support to aid the roll-out of the new visual design, creating image editing and content guidelines to maintain quality control over future issues.
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