Role: UX Design Intern
Tools: Figma
Time: 2 Months
Tools: Figma
Time: 2 Months
Amway India was looking to create more engaging emails for Amway Business Owners (ABO’s). Myself and two other interns created email templates for them to use as a launching pad to create their own email communications that fell within the company's design guidelines while giving them room to bring in their own creativity.
Why did the current designs not work?
The marketing team found that the amount of click-through rates was very low. They wanted to increase the number of people not just opening the email, but following the links to the Amway site.
At a glance, their original emails were not engaging, didn't have a clear hierarchy, and didn't align with Amway's branding. It was easy for the emails to get lost in the shuffle with spam mail instead of sticking out as a useful resource for ABO's to utilize.
How do we make this a useful tool for ABO's?
Amway Business Owners juggle a lot of responsibilities. They are entrepreneurs when it comes to buying and selling products. They are also recruiters, encouraging others to join Amway and sell products. And they are project managers in the sense that they do all of this themselves.
India ABO's have a unique set of constraints as well. India ABO's primarily use mobile over desktop applications. ABO's do not always have access to wi-fi so they will often download any important information so they can reference it later. We needed to make sure that there was enough room in these templates to give as much information that they can reference later.
From Exploration to Collaboration
We started off by creating our own individual designs for the email templates to see how experimental we could be with combining the design guidelines with our own personal styles. It helped that we were new to the Amway DS, so we didn’t have old habits/preconceived ideas that unintentionally constrained us.
After some critique within the intern team and mentors, we then came together to decide which parts should go into the next iteration of templates. We combined all the parts we found to be most useful with the constraints given, and best aligned with the company branding.
Final Designs
What I Learned
This was my first internship with a global company so working with multiple teams/departments was a great learning experience. Each team had different needs from this project and, based on the feedback we received, we were able to fulfill the needs for those different teams.
In terms of Figma skills, I found it was great to take what I knew about auto-layout and components and see how they are applied at a larger scale. For school assignments, I used them in whatever manner worked for me. Working in a team, I had to make sure I was using them the same way the DS used them so that everyone could come in and edit when we collaborated.
