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In close collaboration with our product, web, content, and email teams, I pioneered the creation of a design system that made development faster, content easier to create, and designs that were more consistent and flexible.
With our newsletter engagement experiencing a bit of a dip, we wanted to experiment with a new approach. Emma’s legacy templates had a rigid structure for design and content, which eventually caused our teams to feel constrained and a bit uninspired. I saw opportunity to push our brand expression beyond photography and icons, increasing engagement across our internal team and customers alike.
The first step was to audit the existing newsletters and evaluate what was working and what could be improved. Based on feedback and data from the content and MOPs teams, we determined that the overall structure needed to be more flexible and also a bit more fun. I developed a new structure for both newsletters to add clear CTAs, create flexible layouts with modules that are easier to code, and help the content team feel less constrained by the format.
Collaborating with product, engineering, and marketing ops, I saw an opportunity to align the teams with Emma’s first cross-functional design system. We wanted to reduce redundancies and find common ground. We also wanted to build a structure that can adapt to future changes. On the marketing side, we needed more color options to build brand assets and product graphics.
After a few months of close collaboration, all of our teams (MOPS, Product, and Marketing) are operating from the same brand system for the first time, and we continue to refine the system as needed.
