OpenTable Consumer Email Redesign
Email Marketing, Web Design
I worked with a small team on a major overhaul of OpenTable's popular marketing emails, moving towards a modular system that is flexible, image-centric, and responsive for both mobile and desktop formats. The dynamic template system we built drove increased engagement, boosted restaurant bookings, and improved customer loyalty
By using full-bleed images and strict proportions, our team was able to build-out a scalable email marketing program that felt continually fresh and relevant to our audience.
Each recipient is greeted with personalized information, reward program status, and a curated restuarant list based on their dining preferences.
I worked on a team with a developer, email marketing experts, and a fellow designer. We held whiteboarding meetings to identify priorities and limitations for company stakeholders.
Myself and the other designer conducted a visual audit of marketing emails within the technology space, finding that a modular structure would allow us the most felixibility.
After user testing a series of prototype emails on a small group of OpenTable subscribers, we selected a final visual direction and built out robust design spec files for implementation.
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