Create an Adaptable Design System
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Anticipate Use Cases
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‣Type of Email
‣Content Types
‣Common Elements
‣Content Priority
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Design Patterns
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‣Content Blocks
‣Several Variations
‣Patterns Not Pages
‣Modular HTML
‣Fit It Together
Photo by MailChimp
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Create a Pattern Library
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‣Typography
‣Colors
‣Image Specs
‣Navigation
‣Grid Systems & Design Patterns
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Iterate
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Curious About Customer
Behavior?
Use Data
Source: Braden Kowitz
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Making Decisions About
Product Quality?
Use Instinct
Source: Braden Kowitz
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Deciding Between a
Small Set of Options?
Use Data
Source: Braden Kowitz
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Concerned With Long-
Term Impact?
Use Instinct
Source: Braden Kowitz
There Is No ‘Best Way’(Only What Works For Your Team)
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is.gd/TEDC13Tools
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Get Involved. Give Back.
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“Once the techniques & tooling are built
up, the cognitive load of dealing with
bullshit is lifted & more focus can be
spent on creating great content.”
- Jason Rodriguez
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