Scaling email communication with a design system
Designed a modular email system that enabled consistent branding, accelerated production, and scaled across educational and marketing communications.
Context
As email campaigns expanded across different teams and use cases, layouts became increasingly inconsistent. Designers repeatedly rebuilt similar components, making production slower and introducing visual inconsistencies across customer communications.
Role
- Design Audit
- UI Design
- Visual design
- Wireframing
Audit→ Wireframe → UI Exploration → Components → Validation
Goal
Create reusable modules • Reduce production time • Maintain brand consistency • Support multiple email types
Design Principle
Modular by default
Build reusable components that can be mixed across campaigns.
Flexible without sacrificing consistency
Allow customization while preserving brand standards.
Optimized for production
Reduce repetitive design work and simplify handoff.
Before
Inconsistence layout
Lack of visual hierarchy
Disunited spec
Component Evolution
Components were simplified through multiple iterations to improve flexibility while maintaining consistent spacing, typography, and CTA hierarchy.
Desktop
Mobile
Component Library
Created a library of 25+ reusable components supporting educational, promotional, renewal, informational, winback and onboarding email experiences.
Pricing modules
Card
Feature block
Trust section
Alert pencil banner
Footer
Real-world Applications
Educational template
Marketing template
Design Guideline
Typography
Established a consistent type scale to improve readability across educational and promotional emails.
Imagery
Defined image styles and composition rules to create a recognizable visual language.
Background
Standardized color usage to maintain hierarchy while allowing campaign flexibility.
Outcome
The design system transformed email production from designing individual campaigns to assembling reusable modules, enabling faster iteration while maintaining a consistent customer experience. Used as the foundation for future email communications.
More consistency
Faster production
Easier collaboration
Scalable component library