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eFácil is a B2C e-commerce and for this project I worked on improving the usability and visual structure of their transactional and NPS emails. The previous transactional emails were too long and poorly organized, resulting in a very low CTR because users rarely scrolled down to the CTA. The NPS email also suffered from low engagement, with very few users responding to the survey.
The first step was to identify what was not working by analyzing the emails using basic usability principles. To complement this evaluation, user interviews and testing sessions were conducted to gather feedback and understand behavior. Competitor research helped benchmark best practices. After collecting insights, we moved into wireframes and finally the UI design.
Main activities:
• Usability evaluation of existing emails
• User interviews and testing
• Competitor analysis
• Creation of wireframes and validation with users
• Transition into final UI
For the transactional emails, the priority was clarity and conciseness. The updated layout used simpler and more direct information, reduced spacing between text blocks and placed the link to track the order at the top so it became the first element users would see. A visual step by step using icons was added to make updates easier to understand.
For the NPS email, an image was added at the top to increase visual appeal, the text was rewritten to sound more personal and additional feedback options were included to encourage users to respond.
Main activities:
• Designed concise transactional templates with clearer hierarchy
• Highlighted the order status link at the top
• Added visual step by step progress with icons
• Improved NPS template with imagery and personal tone
• Included alternative feedback paths to increase participation
This project showed me how small adjustments can bring meaningful impact. By simply making a link more visible or adding an attention-grabbing image, we achieved quick and effective results that benefited both the company and its customers.
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