Madalynn's Folio
Heirarchy Before Product
Heirarchy Before Product
California Leather Goods Brand
California Leather Goods Brand
Brief
A welcome email intended to introduce new subscribers to a brand centered on quality materials, longevity, and considered consumption.
A welcome email intended to introduce new subscribers to a brand centered on quality materials, longevity, and considered consumption.
Diagnosis
The welcome prioritized product imagery before establishing material values, causing quality and intent to register too late in the experience for a brand built on longevity and restraint.
The welcome prioritized product imagery before establishing material values, causing quality and intent to register too late in the experience for a brand built on longevity and restraint.
Strategic Decisions
Elevated material philosophy ahead of product presentation
Reduced early product density
Delayed calls to action until brand values were established
Elevated material philosophy ahead of product presentation
Reduced early product density
Delayed calls to action until brand values were established
Outcome
The welcome now establishes trust and material authority before purchase, allowing product interest to form on a stronger foundation.
The welcome now establishes trust and material authority before purchase, allowing product interest to form on a stronger foundation.
Uncommissioned redesign based on publicly available brand communications.
Uncommissioned redesign based on
publicly available brand communications.