Case Study: F5 Global Email

Role: UX, Design, and UI.

Strategy and Business need.

During 2018 – 2019, multiple teams worked on various F5 Digital Transformation projects and initiatives. Countless hours were spent ensuring their portals and apps were designed to create the best user experience. But there was one important aspect of the experience that was overlooked in all projects: the uniformity and consistency in the way we communicated to our customers: notifications were sent by different applications, and while they contained important information, they looked like they were sent by different venues.

Uniform design and branding, if applied to all email notifications, would create a consistent experience and help with F5 brand recognition.

The Process and Challenges.

In 2018 as a Lead UX in a few ongoing F5 projects, I reached out to the Customer Success team and proposed to create one design for all F5 customer email notifications. I worked with the F5 Brand team and we developed the first branded email template. Later, I designed and developed different versions of the template for different applications.

Email design, before:

Email design, after:

Template development and implementation.

Because of the wide variety of email clients and limitations in the way interface elements are displayed on different clients, I had to create a truly “bulletproof” HTML and CSS, and most importantly, invest a lot of time in testing the template on different email clients and devices.

To ensure consistency of the design I worked with many different teams implementing the template into various email-generated applications:

  • F5 authentification system (account registration and validation emails, password reset, and other related notifications.)
  • F5 order processing system (order processing and order confirmation emails.)
  • F5 Support system (support requests, product updates, and other support notifications.)
  • F5 Marketing Communications (news, subscriptions, and marketing campaigns.)

The new template was successfully implemented and is currently used by many teams. The implementation process is not fully complete yet and there is still a backlog of apps in the queue.