Improving eNewsletter User Experience With Responsive and Engaging Redesign
Allowing maximum flexibility in development and messaging
OFFICE OF MILITARY COMMUNITY OUTREACH, OFFICE OF THE DEPUTY ASSISTANT SECRETARY OF DEFENSE FOR MILITARY COMMUNITY AND FAMILY POLICY
The Challenge
Redesign an eNewsletter to engage the military leadership, Service member and family audiences while providing a responsive design to accommodate relevant and timely information and resources.
The Impact
Improved user experience by researching and talking to militaryennials and analyzing their feedback, then implementing eNewsletter redesign including formatting, usability and content updates.
The Outcome
The Bowen Group’s new design resulted in a 25 percent subscriber increase within the first five months, going from 2,807 subscribers in September 2014 to 3,504 in January 2015.
Team Bowen created this new, visually appealing, responsive eNewsletter design that incorporated user feedback. The team implemented modifications including minimizing the number of clicks to get to important information, highlighting the most important content prominently on the main page of the eNewsletter, providing more substantive content, and including more content that users could access directly from the home page. A usability test followed these changes and showed that users appreciated the appealing and engaging redesign and overall look and feel of the newsletter. They expressed that it appeared very clean and concise, and the boxed layout of the articles provided good clarity.
Bowen eliminated the former static design that restricted content selection to what could physically fit within a limited five-section structure of specific categories, numbers or types. The client appreciated Team Bowen’s new design which allows maximum flexibility in development and messaging, freeing them to provide and promote relevant and timely information and resources.