The Brief

Every day, eBay sends out tens of millions of emails to customers globally. However, the existing process meant that each piece of communication had to be created manually from scratch. This made delivery slow and allowed for a greater rate of human error than acceptable. Feed was approached by eBay to find a solution to this archaic approach to delivery.

Goals

The creation of a Global Email Template. A comprehensive library of pre-designed, built and QA'd modules, enabling creatives around the globe to efficiently design error-free emails suitable for any market or message.

An Atomic Approach

Step one in the process was a complete creative audit of the existing emails eBay put out globally. By looking at the work each region creates, we identified the fundamental elements needed to build each piece of communication, regardless of the language. By completely redesigning these fundamental elements, or "atoms", and then later grouping them together into molecules and then organisms, we were able to create a comprehensive library of modules suitable for any message. More information here on Brad Frost's excellent Atomic Design thinking which inspired this approach.