Eventbrite– Email System Redesign

January 2018

Project

Redesign the entire organizer email system.

Role

Lead Designer

Technology

Sketch, Illustrator

The goal of this project was to update the organizer email design system. Eventbrite’s email system has remained relatively unchanged for the last few years. Email is often the first point of contact with our customers however so it was time for an overhaul. Instead of just doing a visual refresh I decided to examine the overall system of components and figure out a scale of brand expression for different email types.

The first step was to create a reusable system of components for consistency. I also took a deep dive into grid, type, spacing and image height.

The second step was to completely rethink the content and system for brand expression. In order to organize the system I created a scale of brand expression from transactional all the way to immersive. The transactional category includes the most copy and the least amount of graphics. As you go up the scale to immersive the copy becomes less as the graphics become larger and richer. The hope is that the immersive email includes one important message supported by either rich photography or illustration.

Transactional email

Transactional emails have the most copy and the least amount of brand elements like photography and illustration. The point of these emails are to relay information that does not need the support of a graphic to convey it's meaning, like a refund or a reciept.

Examples

— Email confirmation

— Receipts

— Refund request

Educate/nudge email

Educational emails are sent to organizers to hopefully teach them something new about the product. While they still have a high amount of copy, these bits of copy are supported by small graphics to convey their meaning quicker. The goal of these emails is to educate organizers on the product and hopefully get them to read a blog article or engage with the product in some way.

Examples

— Tips and Tricks

Inspire email

Inspirational emails are very rich and provide vibrant content meant to inspire customers to engage with the product. These emails start have less copy than the previous two and richer content. This kind of email might be sent to an organizer when we launch a new feature and want them to engage with it.

Examples

— Announce a new feature

— Product updates

Immersive email

Immersive emails have the least amount of content and the highest amount of brand expression in the form or illustration or photography. These emails are meant to convey one important message or emotion to the organizer. Examples of these important moments include such things as launching a new product or when someone signs up for the first time.

Examples

— Welcome to Eventbrite email

— New product launch

— First event creation email

Future Challenge

How can we rethink the amount and type of content our organizers are receiving from us?

Next Project

Eventbrite Landing Page System