Abandonment Series
SOFTWARE: FIGMA
One of the most rewarding projects I’ve gotten to work on while at Hydrow was leading the strategy and re-design of our browse, cart & checkout abandonment flow, transforming what was once 180 emails into a streamlined series of 15 templates. The goal was simple: create a clean, recognizable experience that could effortlessly incorporate future products in a matter of seconds. Below, I walk you through how I got there.
Assessing the Old
In the midst of a major brand refresh, it became clear that our old abandonment series wasn't cutting it. With lengthy copy and loud visuals, it was time to start from scratch.
The Competition
Referencing other brands abandonment emails, I started to notice a pattern. Where our emails were long, image-heavy and packed with content, theirs were short, to the point, and used imagery that mirrored their web experience. That's when everything clicked.
Searching for the Solution
Enter: Snippets! Snippets are interchangeable content blocks within Iterable, our email service provider, that allow us to personalize emails based on a user's abandoned browse, cart, or checkout behavior. In collaboration with our director of email and copywriter, I started brainstorming solutions. The outcome was 12 snippet variations, each replicating an individual product or bundle sold on our site. Knowing we would also need visuals for our SMS flows, I focused on building a visual system flexible enough to work with copy in an email or stand alone as an SMS image, giving us the scalable system we had been looking for.
The Result
Within two weeks, the results spoke for themselves. The emails were cleaner, instantly recognizable, and followed a consistent system throughout the entire flow. Best of all, the snippet-based approach meant that adding a future product was as simple as creating one new asset, cutting production time by 50%+ and giving us a process we could rely on. What was once a system of 180 emails is now a streamlined series of 15 templates.
