{"collectionById":{"7f30088d-02ed-4325-941a-a6bec06a7ff8":{"id":"7f30088d-02ed-4325-941a-a6bec06a7ff8","name":"Case Studies","fieldSchemas":[{"id":"a1a47c62-e15c-41e3-b4da-c121114a7864","name":"Hero","type":"image"},{"id":"0ece4bf0-ed01-407d-bf68-4598e04bdaab","name":"Title","type":"plain_text","role":"primary"},{"id":"b3e42edf-6f17-4be0-b874-de6cb2c3140b","name":"Slug","type":"slug","role":"slug"},{"id":"8f059939-e62b-41bc-8c78-eed74b999fd3","name":"Outcomes","type":"rich_text"},{"id":"f5ea2ef2-fb27-4751-8153-ed4f25dde680","name":"Reflection","type":"rich_text"},{"id":"9dcc124e-5796-4611-99b4-798756a7af4a","name":"A closing note","type":"rich_text"},{"id":"d65c9cc3-5510-4978-9c1c-12d74c139342","name":"Description","type":"plain_text"},{"id":"6c012b45-affe-4199-8939-b9936f537eb2","name":"Working through it","type":"rich_text"},{"id":"9f89c611-3e76-4c2f-9198-a25d75d762dd","name":"Context","type":"rich_text"},{"id":"dc92362f-5867-477e-80ee-0f2ea93de585","name":"What made this complex","type":"rich_text"},{"id":"e077d290-225e-447e-be86-fb8e715ad300","name":"My focus","type":"rich_text"},{"id":"8a16de92-8993-4519-867d-5d80c1c85fa5","name":"Tags","type":"rich_text"},{"id":"a6b4aca2-69b3-47a0-93c4-1c81ee04fdf0","name":"TLDR","type":"rich_text"},{"id":"0825157a-7886-43fe-9c4d-e6e332d08363","name":"Client Name","type":"plain_text"}],"itemById":{"b84bfd61-0202-409e-8b77-5ff64127affd":{"id":"b84bfd61-0202-409e-8b77-5ff64127affd","index":"'","collectionId":"7f30088d-02ed-4325-941a-a6bec06a7ff8","fields":[{"id":"0ae99c3b-53d3-4ee3-8e99-bd08b8b51f0e","value":"The mobile-first redesign of over 15 transactional emails to deliver an easier and contextual omnichannel experience.","itemId":"b84bfd61-0202-409e-8b77-5ff64127affd","fieldSchemaId":"d65c9cc3-5510-4978-9c1c-12d74c139342"},{"id":"581b3ef9-50de-48af-b3a8-70f92f82d9a1","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Context\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":1,\"tag\":\"h3\"},{\"children\":[{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"With 70% of our traffic now through our mobile website and 50% of our orders click \u0026 collect, it was clear that our transactional emails no longer met the needs, behaviours and expectations of our customers.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"b84bfd61-0202-409e-8b77-5ff64127affd","fieldSchemaId":"9f89c611-3e76-4c2f-9198-a25d75d762dd"},{"id":"5ff25265-5188-4b16-a6fb-a3256bed03e2","value":"New Look | Customer \u0026 Checkout","itemId":"b84bfd61-0202-409e-8b77-5ff64127affd","fieldSchemaId":"0825157a-7886-43fe-9c4d-e6e332d08363"},{"id":"8efa2ee9-c7cd-4896-89d7-e35dcc60cd72","value":"{\"root\":{\"children\":[{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"b84bfd61-0202-409e-8b77-5ff64127affd","fieldSchemaId":"9dcc124e-5796-4611-99b4-798756a7af4a"},{"id":"a2ba8d00-85dd-4c17-abcb-8c2bfb7086de","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"A closing note\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Transactional emails are easy to deprioritise. They don't sit on a conversion funnel, they don't appear in acquisition reports, and nobody celebrates an order confirmation. But that framing misses where the real cost sits.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Every customer who can't find their order status, can't cancel without calling, or can't understand what happens next becomes a contact centre query. At scale those queries are expensive, and they're largely avoidable. A well-designed transactional email isn't just a receipt, it's the first line of customer service. It can answer the question before it gets asked, route customers to the right channel when they need more help, and reserve human support for the cases that genuinely need it.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The best transactional experiences are invisible in the best sense. The customer gets what they need, moves on, and never needs to pick up the phone.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"b84bfd61-0202-409e-8b77-5ff64127affd","fieldSchemaId":"f5ea2ef2-fb27-4751-8153-ed4f25dde680"},{"id":"f4f06f84-16ae-4ef6-be52-3843fc472ab4","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":1,\"mode\":\"normal\",\"style\":\"\",\"text\":\"My focus \",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":1,\"tag\":\"h3\"},{\"children\":[{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"I was Product Designer (UX) for the Deliver and Care product team at the time, working in collaboration with a PM, BA and email delivery partner Responsys. I was responsible for designing the overall user experience.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"b84bfd61-0202-409e-8b77-5ff64127affd","fieldSchemaId":"dc92362f-5867-477e-80ee-0f2ea93de585"},{"id":"6152c3d0-1817-4087-96a8-1372c6aa6067","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Reflection\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"tag\":\"h3\"},{\"children\":[],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"At the time I wanted to perform evaluative user testing. However, I found it difficult to come up with an appropriate research methodology that would have adequately simulated customer mindset and context within the time scales and budget. 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in March 2019.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"We’ve received positive feedback from both customers and our store colleagues, noting shorter waiting times for Click \u0026 Collect and a smoother customer experience due to barcode scanning.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Reduced customer contact around  \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"“Where’s my order?”\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" \u0026 \",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"“Cancel my order?”\",\"type\":\"text\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\" queries due to contextual help topics in each email.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":\"ltr\",\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"b84bfd61-0202-409e-8b77-5ff64127affd","fieldSchemaId":"6c012b45-affe-4199-8939-b9936f537eb2"},{"id":"5e43ba3a-769f-47dd-85d7-fce4032dccf5","value":"{\"image\":\"ffcfc713ff33df614aa23ad3f72314226555753a\",\"imageThumbnail\":\"5dd01fb9adfc61b043a28f5fe882f29ab3d7449e\",\"originalImageHeight\":1080,\"originalImageWidth\":1920,\"altText\":\"A grid of eight mobile screens showing redesigned New Look transactional emails including order confirmation, click and collect instructions, delivery tracking, and return confirmation, each displaying contextual information and clear next 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UX/UI\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1}}","itemId":"b84bfd61-0202-409e-8b77-5ff64127affd","fieldSchemaId":"8a16de92-8993-4519-867d-5d80c1c85fa5"},{"id":"9795241a-f9e8-4361-8ab0-7306eddff699","value":"{\"root\":{\"children\":[{\"children\":[{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"TL;DR\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"heading\",\"version\":1,\"textFormat\":2,\"tag\":\"h3\"},{\"children\":[],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":2,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":2,\"mode\":\"normal\",\"style\":\"\",\"text\":\"70% of New Look traffic was on mobile and 50% of orders were click \u0026 collect but the transactional emails hadn't moved. I led the mobile-first redesign of 15+ emails, adding contextual help and barcode scanning for click \u0026 collect. No hard metrics at launch, but store colleagues reported shorter waiting times and customer contact around order status and cancellation queries reduced.\",\"type\":\"text\",\"version\":1}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":2,\"textStyle\":\"\"}],\"direction\":null,\"format\":\"\",\"indent\":0,\"type\":\"root\",\"version\":1,\"textFormat\":2}}","itemId":"b84bfd61-0202-409e-8b77-5ff64127affd","fieldSchemaId":"a6b4aca2-69b3-47a0-93c4-1c81ee04fdf0"}]}}}},"slugByItemId":{"b84bfd61-0202-409e-8b77-5ff64127affd":"the-emails-nobody-designs-for","57d71cc1-4493-4a2c-bbf9-3a3004b3d7d3":"making-exploration-feel-intentional","bf9e4609-e805-4435-930c-7794fae7cc98":"three-months-on-the-floor","1f582be7-56ee-4f88-83ba-d6772452bfc5":"the-audit-nobody-asked-for","730e2c40-f618-434d-91e7-d28543d5813c":"the-sprint-that-became-a-ai-strategy","0492040f-d0b4-4cfb-b1ff-039df1aa5114":"when-search-breaks-everything-breaks"}}