Challenge

KB was entering their new era with a new visual style, values, technologies, products and services. To support all of this in brand communication, a complete overhaul of numerous outdated materials including emails was required while simultaneously creating completely new materials as well.

Inspiration

Through a large analysis of trends in emailing, we quickly discovered with the client, that the new KB is heading towards a simple and minimalistic approach.

We ran multiple predictive tests with AI Heatmaps, based on 30,000 eye tracking studies with a precision rate of 92%, on our designs where we unearthed that users are less likely to read lenghty texts. Along with testing on real users, we then confirmed that the vast majority of users prefer concise texts. This shaped our approach to creating better and structured layouts for extensive content.

Idea

With the speed the new era was coming, we needed to become more agile and cooperative while still delivering detail-oriented outputs. That is why we built a new Design system with predefined components for an easy “Drag & Drop” email production. We also had regular meetings with designers and developers and moved to the real-time collaboration tool Figma. All of this allowed us to create seamlessly optimized emails across all devices faster and more efficient.

Growth

Thanks to the new scalable component-based workflow and real-time collaboration across many teams, we have created over 60 email templates in just 12 weeks, resulting in an 80% faster production rate. More than 50 stakeholders collaborated in a single Figma file. The concise texts in emails written in a simple and humane language save users along with the visual structure at least 30% of their reading time.

At a Glance
80%

Faster production including design, copywriting and coding

At a Glance
> 60

Email templates created in just 12 weeks

At a Glance
> 30%

Email reading time saved for KB´s clients

KB Bank email case study v3

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