Transforming the Health Service Notification Strategy
In early 2023, our organization underwent a major restructuring, and I was given the responsibility of leading our new unified notifications team as the design lead. It was a challenging but exciting opportunity. My first task was quite ambitious: creating a comprehensive strategy for all the different types of messages we needed to send across our various lines of business.
Challenges
The existing scenario posed several challenges, including varied email and SMS templates across different lines of business, resulting in inefficiencies in design and content creation, slower time to market, and inconsistent customer experiences. With a team of four designers, our task demanded strategic planning, careful coordination, and a strong commitment to aligning designs with customer and business objectives.
The biggest obstacle we faced right out of the gate was the sheer volume of work involved in bringing together over 150 separate emails and SMS messages. Previously, these had been managed independently by different teams throughout the organization and we needed to streamline everything. On top of that, we had to identify the right tool to help us build and maintain consistent and effective email templates.
Execution
Design team tasks:
• Audit current notifications
• Identify common sections across all emails
• Consolidate content across email variations
• Usability test new emails
• Create design system in Figma for email templates
• Stakeholder review
My tasks:
• Evaluate content management tools
• Determine effort to maintain templates in tool
• Create process for audit and consolidation decisions
• Create content priority guides
• Advocate for additional QA tool
• Coordinate access and training for new CMS tool
Central to our success was the selection of an enterprise tool that aligned with our design system principles and enabled seamless collaboration across teams. We established a cross-discipline process encompassing audit, consolidation, template creation, and documentation.
Through iterative testing and usability studies, we refined our approach to ensure that every notification resonated with our customers' needs and preferences.
Approach
.png)
Our journey began with a thorough audit to assess the current landscape and identify pain points. Working closely with product and engineering teams, we developed a roadmap outlining key milestones, from design planning to tool selection, proof of concept, and launch. Regular planning activities facilitated transparent communication and alignment of goals across all stakeholders.
Outcomes
Our efforts resulted in a streamlined notification strategy that not only improved customer experience but also informed the broader product roadmap. By prioritizing notifications based on their alignment with business objectives and customer experience goals, we laid the groundwork for future optimization and innovation. Research initiatives, usability testing, and surveys provided valuable insights that further refined our approach and set the stage for ongoing success.
Key Takeaways
• Handle complex situations with clear communication, good planning, and always putting the customer first.
• Work closely with product and engineering teams to keep everyone on the same page and reach shared goals.
• Share progress with stakeholders early and often to spark new ideas and make sure design goals match up with business needs.
• Tie customer-focused designs to business goals through storytelling to get everyone on board and moving in the same direction.
• Keep improving and updating our customer communication strategies to stay effective and relevant.
• Work closely with product and engineering teams to keep everyone on the same page and reach shared goals.
• Share progress with stakeholders early and often to spark new ideas and make sure design goals match up with business needs.
• Tie customer-focused designs to business goals through storytelling to get everyone on board and moving in the same direction.
• Keep improving and updating our customer communication strategies to stay effective and relevant.