Before I got to SYPartners, they had been sending out an article to their subscribers every few weeks. As a design consultancy and strategy firm, they need to publish content to their community of executives on a regular basis. I pitched a change in content strategy for these emails that shifted the focus from passive, text-based emails to more dynamic, experiential content. By moving in this direction, the brand team could gather more analytics on user engagement and begin to optimize content to the user base.
3 emails I worked on:
Prototyping for Leaders
This email began with the simple concept that prototyping gets ideas out of your head. It’s a way of making your ideas more real at any stage of their development—so you can quickly test and share. For the email experience, I created a printable tool that takes users through the process of ideating and creating a prototype from scratch.
To see the printable tool, click here.
Check your biases at the door
For this email, I took a relatively long article about diversity and created a 9-page experience that takes users through a typical day in the office and highlights the moments when subconscious biases come up.
To see the full PDF experience, click here.
Leading with Optimism
This email focused on the tactics that leaders can use to stoke optimism on their teams and unlock new possibilities for the future. After creating a printable tool and PDF experience for past emails, I pushed our team to create an even more interactive attachment for this one. The tool was designed by me and built from scratch to include tracking of usage and sharing. The use of progressive disclosure proved to be a huge asset in understanding user engagement and shaped content strategy decisions moving forward.
To see the interactive web experience, click here.