eBay
Email Design System, Creative & Content Strategy
Plug and play email design system driving consistency while allowing creativity to shine bright, for the biggest market place on earth.
Role:
Creative Director, DEPT® Agency
DEPT® Team:
Sierra Clar, Stine Busch, Adriana Tudela, Chloe Tanchip, Lisa Bozelka, James Hill, Tom Foster, Michelle Brown, Katie Wright, Molly Prosser, Junaid Ansar, Ephraim Joseph
In collaboration with the
eBay global product design team.
Over the past 7 years, my teams have developed global email design systems for eBay. The objective is to streamline and standardize the design, development, and quality assurance processes for global marketing email campaigns, spanning over 7 languages. Our latest Global Email Design System not only saves eBay significant resources and money through heightened efficiency but also enhances brand integrity. This is achieved by ensuring that all components and modules meet the highest design standards, including accessibility, optimized for both light and dark modes. With these design components and plug-and-play modules in place, we can allocate our efforts towards creative endeavors, such as selecting the ideal color palette, imagery, and crafting compelling copy that resonates with the audience. Through scalable personalization, we tailor our communication to meet the unique needs of every customer, fostering meaningful connections between eBay and its users, resulting in increased engagement and enhanced conversion rates. The design system, developed in close collaboration with eBay's esteemed global product design team using Figma, reduces development time by 30% and quality assurance time by 50%.
Creative & Content Strategy
(AKA CCS)
In partnership with eBay, we developed a comprehensive digital playbook (visual provided below) aimed at guiding teams in transitioning their existing fragmented experiences into modern, cohesive customer experiences. Every piece of content they generate, whether it's a subject line or a landing page, adheres to the CCS framework, enabling eBay to showcase its brand consistently across various scales. Additionally, we produced a straightforward video featuring "before and after" demonstrations, effectively illustrating eBay's five experience principles. The CCS framework proves to be straightforward, practical, and empowering for campaign and content creators across eBay's global platform.
Testimonial:
Ephraim is an extremely talented Creative Director, mentor and business partner. I had the pleasure of managing Ephraim across two agencies for 4.5 years and his prowess and leadership built a unified creative team globally, and his relentless pursuit of excellence helped win business, trust and continued growth. Ephraim is strategic, insightful, and curious, revealing layers of creative depth while overlaying a human connection.
Kim Pace
Client Services Director, eBay
