Context
Klarna runs email campaigns to encourage users to shop with its merchant customers.
These emails contain rewards supplied by merchants.
Problem
Two main factors in the product configuration and way of working were making life difficult.
First, merchants offer many types of rewards, which differ based on the type, applicability, and mechanics.
This complexity made the email content prone to error.
Second, each reward email was created from scratch by the marketeer in charge of the campaign.
This ineffecient way of working, combined with education gaps around good UX design practices, meant longer lead time to campaign launch and poor email and reward redemption UX.
Solution
Together with my product designer colleague, I created a set of modular email templates for the marketeers to use in campaign creation.
Given the reward requirements, we could solve all possible reward campaign cases with 10 email templates.
Following a simple decision-tree, marketeers can now quickly find the template for any reward, tweak as needed, and ship their campaigns with minimal intervention from designers.
A few example templates
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A template for vouchers that are redeemed online.
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A template for giftcards added to your online store balance.
Results
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Shorter lead time to campaign launch
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Faster collaboration
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Improved quality control