Creating a Transactional Email system for Online pharmacy

Creating modern looking responsive and modular Emails to engage with clients
Products
Retention

Overview

Apomeds is an online pharmacy service operating in Europe, they provide online diagnoses (via partner brand) and quick home delivery of prescription and over-the-counter drugs. The Brand had a very outdated and incomplete transactional mailing service both in a technical, practical, content-wise, and visual sense - the existing system did not answer the company’s needs, it had required creating a transactional mailing system from the ground up

My role:
Planning, UX design, Art direction
Brand
Apomeds
Timeline
2 Weeks

The Problem

The mail eco-system had a few issues practical and legal: the system was incomplete and was not according to EU regulations. Effort and performance: Customer support had a lot of calls regarding misunderstandings and communications about their service - this caused a strain on manpower and an overall bad experience for the Users

Apomeds Website
Old mailers
The
Challenge
Apomeds as an online pharmacy platform had a very outdated and practically incomplete transactional mailing system
The produces should be limited to using basic technology (no wrapping responsiveness) to make sure they work properly on as many platforms as possible
The emails require to be visually and content-wise engaging, but not technically resource-heavy
Design must take into account the relatively old demographic and account for good Accessibility.
Research
We set out to a competitor and best practice research, we looked into companies from the medical field and other neighboring “serious” fields like finances, Asking the Following Questions
What is the basic common structure of transactional mail?
We have noticed That transactional Mail usually has 3 Principal parts:
Hero:
Where most Critical info is communicated-it will be enough for the user to read only it to understand the situation, Hero might come with a CTA button and/ or an Image
Body:
Where further details or instructions should appear
Futter/ button body
Where further details or instructions should appear
What is the content approach?
Friendly and personal, often using the name first of the user, never too official or professional sounding text, and short to the point.
What are the Visual language cues?
Minimal light-positive illustrations, continue in the Strategic line of the content - making something serious feel more light.
Who Are we designing for?
Our core audience is men 55-65 Years old, who reside in Urban areas and have slightly above average income, Given the age group we will have to emphasize accessibility and readability in our design.
Planing
I have planned a Lego-like system consisting of :
7 Hero sections
4 ‘What’s next’ sections
2 ‘order details’ section,
‘How to mail your prescription’ sections,
Policy disclaimer
2 ‘Action required’ sections
Disclaimer section sections
Contact_support+ footer
Execution
Creating the assets
Based on planning and companies needs and limitations I have created a collection of asset parts, to be put together, I considered the limitations of readability, basic standard technology and company needs, to avoid any confusion everything was delivered both for  Desktop and mobile.
Iconography and Art-direction
I have illustrated a complete collection of icons, the guiding principle was to create minimal and light Illustrations that would add value and delight to the user
Typography and color
These are styling guides we used-borrowed from the Brand and adjusted to the task
Mocked up design
Here are some of the designs we created to demonstrate how the system works
The
Results
The introduction of the new Transactional emails has caused a decrease in order cancelation, a decrease in customer service requests, and an increase in customer satisfaction. dated and practically incomplete transactional mailing system
Significant decrease in the Development of new mailers, for this and other brands.
Significant lift in their overall email metrics. hey were able to find that the associated transactional emails resulted in a 50-90% open rate with comparable click rates.