The final stage of the Boreal touchpoint journey is follow up, which will also be in the form of an email, similar to the waiting touchpoint. The email's purpose is to provide a call to action to fill out a short survey from Boreal, meant to analyze customer satisfaction at the resort. This touchpoint will contain both the email the survey will be linked to and the first page of the survey form itself.
I looked at different types of follow up emails and surveys to get a better understanding of how they are usually formatted. The follow up emails I found are all from different companies in different fields, yet they each share some visual characteristics in terms of layout and call to actions.
In all three examples of follow up emails they each contain a singular call to action button that redirects the user to another tab to fill out a survey. A crucial detail within these examples that I found was the color choice for the CTA button, they each share the same color that's already present somewhere else in the email. Another similarity that can be seen is the footer that has extra information and other ways to contact the business.
This is an example of a simple google survey form, I like the clean minimalistic design of these google forms, but I would make the words buttons themselves instead of having to click on the dot. The background of the survey incorporates a flat color as well as cover image near the top, giving off some visual interest while someone fills out the survey. This is something I want to also have in the redesigned survey form, either photographic imagery or colors can be used to make the background slightly more playful and not seem too boring.
On the right is the existing email that Boreal would send out a few days after people have their visit at the resort. I noticed that like most email formats this one took up a single column width, leaving lots of grey space around the centered contents. In terms of branding the color that they use for this graphic email is slightly off color than the usual teal they employ in other online facets. The usage of the large photographic image is definitely something I want to keep going in the redesigned follow up email, but the image in the existing email actually acts as a call to action button with the "take the survey" text on it. I feel that it's much harder to tell this is an actual button so I recommend removing that feature and having a singular call to action button that's more centralized in the email.
Once the user clicks to take the survey they are redirected to another site that hosts the existing survey form. Similar to the follow up email it came in, the survey itself comes off as bland and unappealing, something that would work against it when trying to get people to actually finish the survey. The blue color used in the logo type at the top of the survey doesn't even match the same color as the follow up email so I recommend having them all be the same teal that's already part of the brand to make the system more cohesive. For the questions themselves I feel like some can be removed to make the survey feel shorter and the question that asks users to rate the experience can be cleaned up as well(too many options).
Something I liked about the survey itself is that people don't have to answer every single question to get to the next page or to complete the survey, something that I plan to keep.
Here is the first pass at an initial wireframe design for a follow up email that a user would receive after they have their trip at Boreal. I decided to mimic the same layout pattern as the confirmation/waiting email in order to show a clearly defined visual system. I plan to compose this follow up email with some text thanking the guest for coming out to Boreal, followed by a CTA button to redirect to the online survey. Below that I recommend having some supporting copy informing people if they do they survey they will be entered in a raffle for a chance to win exclusive prizes. I'm also adding a small discount code beneath that not only further incentivizes people to take the survey, but also makes them excited to come back to the resort.
I plan to use similar headers and footers from the waiting email. Since both follow up and waiting touchpoints took this form I think they should look similar and follow the same visual hierarchy of information.
In the initial sketch of the survey, I decided to keep the form itself of the survey intact, instead utilizing a background image instead of solid color. The background image should be interesting enough for the user to be invested in completing the survey, but not stick out so much to distract them.
While the first paragraph of copy is left justified I decided to make the second center justified in order to take advantage of the wider space in the desktop version.
For the finalized follow up email redesign, I chose to use a photograph that's more symbolic of the snow season coming to an end. I feel that this image does a good job of representing finality, basically the end of someone's trip. On the mobile version the header bar is condensed and instead of having the logo type placed on top it's pushed below, I also made the logo type black to contrast with the back-ground image. I'm mainly using the teal color from the existing brand to form a cohesive system between the waiting and follow up emails.
The yellow is present as well in the form of the call to action button "take the survey!" as well as in forms behind the discount code. The discount code itself should count towards the user's next purchase when they go back to Boreal, ensuring customer retention.
The redesigned survey form hosts some changes within the form itself as well as general aesthetics of the page. I think the background image I found is effective in creating interest on the page but it's subtle enough to not take away from the experience and might actually enhance the process of filling out a simple survey. Working within the existing branding system of yellow and teal color combinations, I decided to make the background of the form be the same tinted teal as the emails. The call to action here would be going to the next page of the survey, so I made sure to use the same color from the email CTA buttons. I also decided to reduce the number of questions on the page since some of them seemed more irrelevant than others, also I replaced the "rate your experience" options with sliders instead to be more user friendly. The white bars have equidistant ticks that the sliders will automatically align to when dragging them along that bar.
Overall, I feel that I've created a strong overall system between all the online touchpoints, including social media campaigns, the landing page, and emails. Each of these touchpoints shares similarities in color and typography, making the purchasing experience more fluid and seamless. Even after their trip ends, guests will be reminded of Boreal through this follow up email and the hope is they will want to come back next season.