Bank of the West
Mobile-optimized Email
Wells Fargo Examples
The Challenge
Wells Fargo's legacy email template was a hard-coded desktop layout, with no ability to resize for mobile viewports.
The content strategy was also outdated, using a high school essay approach to composition.
Users were forced to spread and pinch while trying to understand the point of the message.
My Role
I analyzed email layouts across a range of industries and identified key design goals for a mobile-optimized layout:
-
Minimal branding
-
Judicious use of color
-
Large font size
-
Concise content
-
Primary info in first view
-
Prominent Call to Action
My mantra was "Glanceability: You get 8 words and a CTA"
I created a template with specifications for layout, typography and table formatting.
I worked with our Content Strategist to ensure our email guidelines emphasized clarity and brevity.
User research was performed on imagery. We tested illustrations, iconography and photography. Illustrations were found to strike the right balance between friendly and professional.
The Result
The first release in 2022 marked a dramatic departure with no logo, a new illustration style, reduced content and a responsive layout.
Our activities raised awareness among leadership and we quickly pivoted to a more flexible, component-based template.
After another round of visual exploration, an updated style for 2023 was approved.
I created the specs for the template, components, typography and tables.
