Revolutionising Shell's communication systems with the introduction of a bespoke block-based email builder.
Revolutionising Shell's communication systems with the introduction of a bespoke block-based email builder.
Overview
Shell needed to modernise their internal email design system - most departments were using different software, and there was no brand conformity across the company. Teams needed a set of new tools to help them easily create informative and visually striking emails that wouldn't just end up in junk.
Deliverables
The project consisted of a complete overhaul of the current emails designs - usually built in antiquated software. The new system required a library of configurable component blocks and a series of preset email templates. To accompany this I created an in-deth user book and style guide.
Role
As design lead, I was responsible for taking the client through a series of workshops and CX audits. I wanted to give the client an opportunity to learn during the process and this ensured a partnership from the beginning. All work was presented in person to a board of stakeholders at the Shell tower HQ.
Branding
Since the existing designs were outdated, this really gave me a lot more freedom to bring in new visual layouts to help represent the Shell brand. Bold, block-like buttons and bars, strong typographic hierarchy and an emphasis on framing clean photography were key traits throughout.
Before
After
The new library consisted of a suite of different components, each designed with varying layouts and typographical hierarchy. These specific use cases allowed the user to create a range of different email styles efficiently and flexibly.
The new library consisted of a suite of different components, each designed with varying layouts and typographical hierarchy. These specific use cases allowed the user to create a range of different email styles efficiently and flexibly.
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