The one where user testing improved our icon library

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Gaining insights through user testing

We often used results from quarterly A/B user testing as it provided valuable insights into which design and copy treatments resonated most with customers. These results helped guide the direction for our next series of campaign journeys, ensuring we maximized the impact of our triggers.

My objective was to incorporate and adapt any new findings into our designs as well as seamlessly integrate anything new into our library for more efficient workflow management.

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Exploring potential solutions within

A key insight came when we discovered that users were more engaged with emails featuring motion elements, such as videos or animated GIFs. From this new finding, my goal was to develop a system that would make it easy to incorporate movement into every email quickly.

By auditing our existing email design structure revealed that simple icons were used extensively across nearly all emails. These icons became a simple solution as they can be easily animated, providing a quick and efficient way to add motion to our emails.

Improving the icon library

The first step was to refine the existing assets. This involved resizing all the icons and ensuring consistent stroke weights, which enabled seamless interchangeability once the icons were converted into components.

Any missing icons from previous emails were identified, collected, and added to the new library. Icons were then named based on their actions or descriptors for easy searchability, before being turned into components.

For icons with animation, an additional GIF variant was created. By combining the static and GIF icon libraries, we streamlined the process and clearly indicated to designers which icons had motion versions. Finally, our GIF files were uploaded to an internal website for easy download. A direct link was added beneath the GIF variant to ensure quick access during the development stage, when needed.

Integrating it into the process

We saw significant workflow improvements with a seamless way to add motion. I introduced a process for how to add any new icons along with any corresponding GIFs to the library during the production phase by Studio Designers. By incorporating this task into a specific stage, we were able to smoothly integrate it into our workflow ensuring no new icons were missed.

Lastly documentation was essential for this client, as it was easily accessible information to everyone to reference, eliminating the need to rely on any one person’s knowledge. Later on I then was inspired to created a series of process documents, such as"How to request motion on an icon" and "Steps for packaging a completed project for developers." These documents played a key role in setting up our team for success, especially when onboarding new members.