Email Product Redesign
2023
Role
Overview
Weather impacts everyone daily. What if we could transform a simple weather update into an engaging, personalized morning ritual that helps users plan their day with precision?
Context
Morning Brief is our initiative to make this data more accessible and actionable daily.
Problem Discovery
70%
65%
Diving Deeper
To gain deeper insights into our users' preferences and pain points related to weather updates, we conducted user interviews with three goals in mind:
Engagement Understanding
Identify what drives user engagement with the Morning Brief and understand the specific elements of the weather update that keep them coming back daily.
Pinpoint user preferences for personalized content, especially relating to weather-related health advisories, lifestyle tips, and the science behind the weather to tailor content more effectively.
Assess the effectiveness of the Morning Brief's layout and delivery timing. Evaluate how integrating weather forecasts' daily routines enhances user experience and identify areas for improvement.
User Interviews
After conducting 10 user interviews and analyzing 150 data points, I grouped the data points into 9 problem areas and 3 key themes:
Survey data revealed that 70% of The Weather Channel subscribers check their email first thing in the morning, indicating a prime opportunity to capture user attention and engagement with timely and relevant content.
Users appreciate integrated lifestyle content
Subscribers want a comprehensive platform that not only provides weather updates but also integrates these forecasts with lifestyle tips, such as best times for outdoor activities or health-related advice based on the day's weather.
Users favor clear and concise information
There is a strong preference for straightforward, jargon-free explanations of weather phenomena, ensuring the information is easy to understand and act upon without requiring specialized knowledge.
HMW Statement
Solution Ideation
We developed several content feature enhancements for the "Morning Brief" to address specific user interests and needs. Each feature was designed to engage users in unique ways, enhancing their daily interaction with the newsletter.
Forecast & Weather Insights from Weather API
Incorporates weather insights that explain how daily weather can impact their scheduled activities, adding practical value.
Weather In Focus
Engages users with visually striking content that illustrates significant weather phenomena.
Extreme Weather Preparedness Tips
Provides practical advice and tips on how to prepare for extreme weather conditions, such as hurricanes, floods, or extreme cold.
Weather Words
Helps demystify complex weather terminology, making the science behind meteorology more accessible to all readers.
Today's Trivia
Encourages daily interaction by providing fun, educational breaks from the usual content.
Validating the Solution
To ensure that our proposed enhancements for the "Morning Brief" would effectively meet the needs and preferences of our subscribers, we embarked on a comprehensive validation process. This process involved conducting in-depth interviews with 10 users and distributing surveys to a broader pool of 2,500 subscribers. The objective was to gather detailed feedback on the new features and understand which elements were most appealing to our audience.
Feedback Analysis
Responses were overwhelmingly positive, with particular interest shown in features that added educational value or interactive elements, such as "Weather Words" and "Today's Trivia."
Interest Prioritization
The data revealed strong interest in features that integrate seamlessly into daily routines and provide actionable insights, with the "Personalized Weather Dashboard" and "Health and Wellness Forecasts" receiving the highest interest scores.
User Preferences
From the interviews, we learned that users valued customization highly, preferring features that allowed them to tailor the content to their specific interests and lifestyle needs.
Ideation
We explored designs that prioritize quick readability and personalized elements, enhancing our users' morning routine.
Sign-up Module on App
After integrating feedback from the users, we enhanced the design to include dynamic weather modules, improving content relevance and engagement.
Rapid iterative testing and feedback from 10,000 users from our community provided insights that led to a 38% improvement in user interaction with the forecast, radar, wellness features from our newsletter.
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