Writer's Perspective
The "Writer's Perspective" is a visual documentation of my childhood writings. I recreated the feelings visually using a palate mix of orange white, grey and black. Orange and white represent the happy memories while grey and back account for the sad ones. The project is a mix of non-face portraits and object photography.
Overview
A monthly newsletter curated for all things business banking! Coming right from the desk of our CPO
Problem:
Amidst the continuous evolution of our suite of products within RazorpayX, we're constantly enhancing and introducing new features. However, effectively communicating these updates to our merchants presents a challenge. Currently, there's no centralised platform to relay this information or guide them to our relevant blogs and updates within the dynamic Fintech landscape.
Objective:
The objective is to establish a platform that effectively communicates and delivers all relevant information to our merchants, while infusing each interaction with a touch of delight.
Design Process
Content structure: Setting up the newsletter's content flow involved mapping out a structured framework and deciding on the relevant channels to integrate into the email, ensuring it remained a quick and digestible read of less than two minutes.
Introducing a design philosophy: Following this, we delved into determining the core emotions we wished to evoke in our merchants through the newsletter, alongside formulating a guiding philosophy that would strike a chord with their aspirations.
In this schematic representation, we strategically tackle each emotional aspect:
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Delight: We aim to bring joy and excitement to our merchants by incorporating visually appealing design elements and engaging content, such as light-hearted memes or humorous anecdotes.
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Simplicity: Our goal is to simplify the user experience for our merchants by highlighting product features and functionalities that are specifically designed to make their lives easier.
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Enlightenment: We seek to empower our merchants with knowledge and insights about the fintech industry through educational resources like webinars and blog articles.
Setting objectives: In the subsequent phase, we established a set of clear objectives for the newsletter:
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High open rate: We prioritized crafting a captivating subject line and ensuring that the initial content, especially the first fold, instantly grabs the reader's attention.
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Function over form: Our emphasis was on prioritizing substance over style, eliminating any superficial elements to present the most essential information in the most effective manner possible.
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Empathy to the user: Recognizing the time constraints of our readers, we tailored the content to be highly relevant and personalized, minimizing generic content and extraneous design elements.
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Simplicity: To enhance readability and user experience, we focused on decluttering the newsletter layout and streamlining the content presentation.
Designing the newsletter: The final phase involved designing the layout of the newsletter to ensure it was both highly consumable and delightfully engaging.
Final design
Impact on business
The newsletter project, launched in December 2022, has emerged as a resounding success, serving as a pivotal platform for promoting features, new launches, and articles on a monthly basis. Since its inception, the campaign has witnessed significant traction, with the open rate steadily increasing from approximately 15 percent in December 2022 to a consistent and growing 30 percent. Moreover, the click-through rate (CTR) has remained robust, ranging between 1.5 to 2.5 percent, indicative of strong user engagement. Given its immense popularity, we are poised to rebrand and reintroduce the newsletter, reaffirming its status as RazorpayX's most beloved engagement campaign.
Project team
I have led the newsletter's design journey since its inception, overseeing its evolution and implementing necessary enhancements on a monthly basis. From crafting designs for project features to incorporating testimonials, I have been involved is aspects of the newsletter's development. Over the past year, we have experimented with various layouts and tone of voice, collaborating closely with product managers to grasp the intricacies of the features and content teams to curate compelling content. Utilizing MoEngage, I have personally developed and executed the email campaigns. As the driving force behind this successful campaign, I continue to lead its direction and execution. Such is the impact of our design approach that the layout has been embraced by the internal newsletter for RazorpayX, with other product units also adopting it for their respective business units.