Problem: How can we make our transactional emails more user friendly?
Transactional emails are of the utmost importance when it comes to a user's journey with an eccomerce website. Therefore, redesigning outdated transactional emails seemed like the right decision for a rapidly growing eccomerce company.
Our original transactional emails were not responsive and the content didn't always create a hassle–free experience for users. This meant we needed to not only redesign and code new emails, but we had to spend a lot of time discussing copy for varying purchase paths.
Below is the original order summary email next to its predecessor. As you can see, there is a clearer sense of hierarchy of information in the updated email. We provide the most important information in a card format to separate it from the less important content.
On other emails that follow the order summary, we've included a stepper so users know exactly where they are in the post-purchase flow. We also clearly highlight in the stepper what action the user needs to take next—whether that be to print out their tickets or download them in the app. By using this step–by–step visualization, we hope to be completely transparent with the user as they obtain their tickets one way or another.