Objective
Build a design system for EDM and social that would eliminate production bottlenecks and enable consistent campaign rollout at scale.
Approach
Designed a modular component library assembled into flexible templates, supported by data-driven workflows to automate content population. Extended the system to include a personalised Year in Review experience. Worked cross-functionally with the marketing team to ensure the system could be used independently without design intervention.
Outcome
Enabled efficient multi-channel rollout, reducing manual production and ensuring consistency at scale. Delivered measurable impact across both operational efficiency and campaign performance.
Build a design system for EDM and social that would eliminate production bottlenecks and enable consistent campaign rollout at scale.
Approach
Designed a modular component library assembled into flexible templates, supported by data-driven workflows to automate content population. Extended the system to include a personalised Year in Review experience. Worked cross-functionally with the marketing team to ensure the system could be used independently without design intervention.
Outcome
Enabled efficient multi-channel rollout, reducing manual production and ensuring consistency at scale. Delivered measurable impact across both operational efficiency and campaign performance.
From modular components to final EDM output
Single modules extend into multi-format outputs through structured templates and data-driven inputs, enabling efficient, consistent rollout across channels.
Structured inputs driving automated multi-format outputs
Self-serve System
Enabled marketing teams to generate EDMs independently through a structured workflow.
Impact
Reduced production from 28 EDMs to 2
Decreased turnaround from 2 weeks to ~5 minutes per EDM
Impact
Reduced production from 28 EDMs to 2
Decreased turnaround from 2 weeks to ~5 minutes per EDM
Self-serve system enabling independent EDM creation at scale
Year in Review EDM
A personalised, non-promotional campaign delivering tailored content to each customer.
Impact
Generated $50K in revenue
No promotional offers
Impact
Generated $50K in revenue
No promotional offers
