Year
2022
Team
Product Manager x 1
UI Designer x 1
UX Designer x 1
Engineers x 4
My Contribution
Design System
User Interface
Email Templates Design
01 Project Brief
As part of Eurostar's broader rebranding initiative, I was tasked to design a suite of email templates and establish a design system that adhered to the new brand guidelines.
→ Create cohesive, visually appealing, and functional email templates that maintain brand consistency across all communications, enhance user engagement, and streamline the email creation process for the marketing team.
02 Challenges
• Ensuring that the email templates maintained a consistent look and feel across various types of emails.
• Developing a design system that allowed for easy customisation and scalability, enabling the marketing team to quickly adapt templates for different campaigns without compromising on design quality or brand consistency.
03 Process Overview
1. Collaboration
Worked closely with the branding and marketing teams to ensure email designs aligned with the overall rebranding strategy.
2. Wireframing
Created wireframes for various email types to establish a clear structure balancing visual appeal and functionality.
3. Mobile-First Design
Designed email templates to be fully responsive and optimised for different screen sizes and devices.
4. Design System
Established a comprehensive design system with reusable components, all adhering to the new brand guidelines.
04 Process
Function Meets Aesthetics
I collaborated closely with the branding and marketing teams to ensure that the email designs were aligned with the overall rebranding strategy.
I then developed wireframes for various email types to establish a clear structure that balanced visual appeal with functionality. I designed the email templates with a mobile-first approach, ensuring that they were fully responsive and optimised for different screen sizes and devices.
Brand Concept
Final
Final Email Template in SITU
Reusable Design Framework
I established a comprehensive design system that included reusable components such as headers, footers, buttons, and content blocks, all designed according to the new brand guidelines.
Selected Components
05 Results
→ The redesigned templates led to a noticeable increase in user engagement, with higher open rates and click-through rates across various email campaigns.
→ Having a flexible design system allowed the marketing team to quickly produce new emails that were on-brand and visually consistent, streamlining the email creation process and reducing the time to launch campaigns.