Role
Principal Designer
Scope
I led the end-to-end design of a modular, mobile-first email design system that standardizes rewards communication across multiple clients. Built from reusable components, the system supports a wide range of offer types, layouts, and brand expressions—without sacrificing clarity, usability, or visual polish. I partnered closely with product and engineering to define structure, hierarchy, and usage guidance, ensuring the system was technically feasible, flexible, and durable across campaigns and partners. This system enables teams to ship high-quality, on-brand emails quickly while increasing offer density and revenue potential.
Rewards and offer emails are a critical touchpoint in loyalty ecosystems, yet they’re often treated as one-off designs. Across clients, emails needed to support different brands, offer types, and campaign goals—while remaining performant, readable, and usable on mobile.
The challenge was to:
support a wide range of merchants and offer configurations
maintain brand flexibility without fragmenting the system
optimize for mobile-first consumption
increase offer density without overwhelming users
enable faster campaign deployment across multiple partners
This work needed to function as a true system, not a collection of templates.
The system was designed with a strong emphasis on clarity, hierarchy, and reuse.
Key principles included:
Mobile-first hierarchy — content must scan effortlessly on small screens
Composable components — offers can be mixed, reordered, and expanded without redesign
Brand flexibility — clients can express identity without breaking structure
System over layout — rules and patterns over static designs
Before & After Comparisons
A modular component that clearly communicates progress, earned value, and remaining incentives while reducing cognitive load across all states.
