Garmin Email Redesign & Email Design System
Garmin's email marketing campaigns were redesigned alongside a transition to a new email CMS. We focused on modernizing the design and creating a more engaging experience for customers by including more lifestyle photography and using short, punchy headlines. Our local teams collaborated closely with international teams to bring this redesign to fruition on a global scale. We setup the new design in a new CMS tool, Contentful, for teams to more efficiently produce multiple email campaigns on a daily basis. We created templates for the new design and documented the process of using the new CMS.
I was also part of the effort to roll out Garmin’s first-ever Design System for email. This Design System includes all of the components built in Contentful and used in our email campaigns. I now manage the Email Design System by designing new email components when business needs arise and grooming existing components by gathering requirements, providing mockups, and collaborating with IT developers.
The Plan
We planned to create a new design for email that would be more engaging for customers, and also support an effective user experience. We planned to increase the size of imagery, improve the mobile responsiveness of the content, and make the buttons more prominent. We needed the new designs to be more responsive to mobile devices, and also responsive to the needs of translating and localizing the content to reach millions of customers worldwide.
Since we were moving our email campaigns into a new tool, we also needed to modernize the set up of our emails by creating email components and setting up a Design System for email specifically. We needed this Design System to be an organic living document to continue to support future needs of email marketing.
My Role
As Senior Product Designer, I led the redesign of Garmin’s email campaigns and managed the setup of the Email Design System. I collaborated closely with the Creative Director and Marketing Executives to create a design that was on-brand and met business objectives. We utilized analytics and user data from previous email campaigns to inform design choices. I worked closely with international teams who manage translation and localization of email campaigns on a daily basis and needed the design of the content to accommodate many languages. I also collaborated with Business Analysts and Developers in IT to provide design iterations of the new email components and gather component requirements to bring the redesigned emails to life in a new platform.
The Final Product
Our teams create email campaigns on a daily basis. Using our new CMS, design teams can quickly and easily set up email campaigns that fit the templates of the new design utilizing the components that we set up to support these templates. Team efficiency on generating emails has significantly increased. The new email design engages users and drives traffic to our product pages and purchase funnel.
