IQOS Global Emails
IQOS needed a new email campaign that would effectively engage users and motivate them to visit their website for more information, take advantage of loyalty rewards and facilitate purchase of their smoke-free alternatives to cigarettes.
Responsibilites
Design, Animation, Design Lead
Agency
Publicis Sapient
Challenge
Our goal was to elevate the email designs to new levels within the technical limitations of the platform. File size and keeping the templates easily editable across global markets were also important considerations during this process.
Initial research and concepting
I started with competitive research and brainstorming with the creative team to identify feasible solutions, using mural to share ideas.
Following this, we used our findings to create initial design and animation options. These were then further refined with subsequent iterations.
To ensure that the client’s objectives were met, we had regular discussions with them at key stages of the design process.
Continual reference to the existing styleguides was made so that our new design decisions would remain true to the IQOS branding.
UI Design
We concluded that significantly larger images were more engaging without distracting from the content. We used more creative animations and the gamification of modules to encourage more clickthrough. We also further simplified the designs to maintain a clean look and reduce cognitive friction.
These updates really resonated with the global markets, with a markedly higher use of the new templates in campaigns.
I was pleased to accept the responsibilities of Design Lead from January 2023. This involved concepting the initial designs and animations, along with the co-ordination of the creative team’s efforts to ensure the highest quality output and to maximise user engagement.
Styleguide Creation
To complement our design system, I created a series of styleguides documenting our design decisions for the markets to maintain the consistency of the IQOS brand across email campaigns on a global level.
