Folium Vitae
Your order has shipped!
Have you ever purchased something online and wondered what the status was of your order? There are some shopping experiences where communication between company and customer becomes limited after a transaction is made. Customers need to be communicated with after each transaction to build trust.
User experiences extend beyond their time spent on a website - once a sale or conversion is made, companies should continue to build relationships with their customers. Happy customers with good experiences tend to become recurring customers.
This study for a fictitious house plant retailer aims to explore how a shipment notification email can engage and help the customer - informing them about the product purchased, helpful products, and additional helpful resources. This allows the customer to prepare themself with knowledge or equipment they might need, as well as drive excitement towards the product.
Color Palette
A deep, lush green was used establish a connection to the company and types of products it sells: house plants. The deep green was also chosen to evoke the look and feel of a lush rainforest canopy - fitting for the product that was purchased, which is native to Brazil. A tint of the same hue was chosen to create a contrasting off-white for text, and also to define another sections of the composition.
Typography
Raleway was first designed by Matt McInerney, with Pablo Impallari, and Rodrigo Fuenzalida later extending the single weight font into a 9-weight family. This modern, geometric font sets an elegant, graceful tone.
Playfair Display by Claus Eggers Sørensen is a serif display font with high-contrast weights within the letterforms. Although serifs typically exude a traditional appearance, the geometric and angular serifs here lend a more modern appearance.
Raleway and Playfair Display compliment each other the way opposites attract, while still sharing modern undertones. Together, and used in moderation, the two type faces create a contemporary and chic aesthetic.
Logo and Item Name - Playfair Display Bold Italic, 24pt
Minor Title / CTAs - RALEWAY BOLD, 16pt
Body Text - Raleway Regular, 14pt
Raleway (with lining numerals)
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0 - = ! @ # $ % ^ & * ( ) _ +
Playfair Display
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0 - = ! @ # $ % ^ & * ( ) _ +
Lessons learned and next steps
In this exercise I learned how continuous customer engagement in all phases of post-purchase milestones play a role in retaining customers. With transparency and helpfulness as primary goals of correspondences, relationships with new adopters can be nurtured into relationships with brand ambassadors.
To further explore opportunities for user engagement beyond conversion, this study can be expanded to include designs for order confirmation, order delivery and check-in, and review requests. Another version can also be tested for multi-product purchases.
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