Creating a Seamless, User-Centric Email Platform for Modern Consumers
Client
Flash
Industry
Lifestyle
Timeline & Status
Ongoing, Sep ‘24, Dec ‘24 - Present
Overview
Overview In September 2024, Flash approached us with a unique challenge: to review and enhance the UX and UI of their app, with the goal of elevating the overall user experience. Flash’s concept was straightforward yet innovative — they envisioned an app designed to centralize and organize all user-related e-commerce activity, from flights and shopping to ride-hailing services, by consolidating all related emails into a single, easy-to-navigate platform.
Rather than allowing these e-commerce-related emails to get lost in personal inboxes, the app provides users with a dedicated email ID. This ID can be used for signing up on e-commerce platforms like Amazon, or replacing their existing email addresses on these services. Through this approach, users can track all of their purchases, points, and even receive spam protection, keeping their personal inboxes clutter-free.
Our task was to refine this concept and create a more intuitive, visually appealing, and seamless experience for users.
Background
The Growing Need for an E-Commerce Consolidation Solution
As e-commerce grows, users are overwhelmed by inbox clutter, and Flash’s app offers a dedicated space to manage e-commerce-related emails and activities.
Through our research, we discovered that users are struggling to manage the influx of e-commerce-related emails across multiple platforms. Many feel that their inboxes are overwhelmed by promotional content and order confirmations, making it difficult to track purchases, loyalty points, and important updates. We found that users often resort to makeshift solutions such as creating separate email accounts or relying on third-party services, but these methods were inefficient and fragmented. Flash’s app is designed to solve this issue by offering a centralised hub for all e-commerce activity, allowing users to easily manage their shopping experiences without cluttering their personal inboxes.
75
%
of users struggle to locate and manage e-commerce emails in their personal inboxes.
68
%
of participants have at least two email accounts dedicated to e-commerce-related activity.
85
%
of users reported feeling frustrated with the volume of promotional emails they receive.
63
%
of respondents said they often miss out on loyalty points or rewards due to poor tracking.
72
%
of users expressed concern about missing important order updates and shipping notifications.
65
%
of users mentioned that spam and unwanted promotions were a major issue with their personal email accounts.
Challenges
Navigating the Complexities of E-Commerce Email Management
The e-commerce space is rapidly evolving, but managing related emails remains a significant challenge for users. While users are eager to streamline their shopping experience, several obstacles prevent them from fully benefiting from the convenience that such an app offers. Issues like email clutter, lack of integration across platforms, and concerns over data privacy are common pain points that hinder the adoption of solutions like Flash’s app. Additionally, users often struggle with maintaining control over their information while trying to keep their personal and shopping-related activities separate. These challenges must be addressed to create a seamless and user-friendly experience.
Email Overload:
Can cause user frustration.
Poor Organization:
Leads to confusion.
Trust Issues:
May deter adoption.
Integration Friction:
Reduces usability.
Challenge
From a UX perspective, the challenge lies in simplifying e-commerce email management while ensuring user trust, seamless integration, and data privacy.
Design Principles to Follow:
Simplicity
Ensure the app is easy to navigate and doesn’t overwhelm users with unnecessary features.
Seamless Integration
Build smooth connections with major e-commerce platforms to minimize friction.
Clear Organization
Develop intuitive ways to categorize and separate e-commerce emails from personal ones.
User Control
Allow users to manage preferences and control how emails are categorized and filtered.
CHANGES AND PROGRESSION
From Concept to Creation: The Journey Begins
Exploring new possibilities and shaping a seamless experience for users.
The journey with Flash began by diving deep into their initial concept — an app that could help users manage e-commerce emails in one place. We kicked off the project by conducting user research, gathering insights, and defining the core features.
From wireframes to interactive prototypes, we focused on crafting a simple, intuitive flow. We iterated frequently based on feedback and ensured the design reflected both the app's functionality and user needs. With each step, the vision of a clutter-free and secure e-commerce experience began to take shape.
STRUCTURE
Designing with Precision
Focusing on clarity, hierarchy, and intuitive spacing to enhance the user experience.
When it came to the app’s layout, we wanted to ensure clarity and simplicity at every step. We adopted a 12px grid system between widgets, maintaining consistent spacing to create a sense of balance and order. For elements within those widgets, we used a 4px spacing system, ensuring a tighter, more structured feel. This attention to detail helped maintain visual hierarchy, making it easy for users to distinguish between sections while navigating. We placed emphasis on white space, allowing each element to breathe and reducing cognitive overload, which resulted in an interface that felt both organized and approachable.
The use of consistent spacing ensures that key sections are visually prioritized.
The 12px grid system aligns all elements precisely.
The layout is designed for easy navigation, with sections accessible through the nav bar
The design leads users through a smooth journey.
Generous white space between sections helps maintain a clean interface.
Spacing and layout choices ensure that the app adapts well to different screen sizes.
VISUAL DESIGN
Sleek Simplicity with a Dash of Fun
Designing with elegance and personality, inspired by Apple's clean aesthetic.
The CEO’s vision was clear: the app should reflect Apple’s sleek design language—minimalist, elegant, and intuitive—but with a fun twist to make it stand out in the e-commerce space. To achieve this, we focused on sharp, clean lines, a neutral color palette with subtle pops of color, and modern typography to create a sophisticated feel. While simplicity was key, we added playful touches like rounded buttons, smooth animations, and engaging icons to keep the experience lighthearted and dynamic. This fusion of sleekness and fun not only aligned with the company’s brand identity but also created an enjoyable and memorable user experience.
30
%
increase in task completion speed during usability testing, as users found the interface more intuitive.
20
%
boost in user satisfaction, with feedback highlighting the fun, dynamic interactions.
Reduced cognitive load with a cleaner layout and reduced visual clutter, leading to more efficient navigation.
REFLECTIONS & LEARNINGS
Continuing to evolve and refine the app based on feedback and ongoing user insights.
The CEO’s vision was clear: the app should reflect Apple’s sleek design language—minimalist, elegant, and intuitive—but with a fun twist to make it stand out in the e-commerce space. To achieve this, we focused on sharp, clean lines, a neutral color palette with subtle pops of color, and modern typography to create a sophisticated feel. While simplicity was key, we added playful touches like rounded buttons, smooth animations, and engaging icons to keep the experience lighthearted and dynamic. This fusion of sleekness and fun not only aligned with the company’s brand identity but also created an enjoyable and memorable user experience.
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40%
Increase in brand engagement within the first month.
“Resolute took our vision and brought it to life with a bold new identity that perfectly aligns with our mission. They crafted a brand that’s already making a strong impact with our audience and setting us apart in the market.”
- Chief Marketing Officer
Green Living
25%
Reduced user drop-off rate
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- Lead Product Manager
Drift Motorclub
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- Chief Marketing Officer
MG iSmart
40%
Improved task completion time
“Thanks to Resolute, our users can complete tasks faster and more efficiently. The user flow was optimised, and our customer satisfaction scores have significantly improved.”
- Project Director
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50%
Increased user engagement
“Resolute helped us create a more engaging and accessible experience for our users. The redesign not only boosted engagement but also fostered long-term loyalty and retention.”
- Product Manager
Flash
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