Email Design System (Figma to Iterable)

Email was one of SpeedyCash's most critical marketing channels, but there was no real process behind it. When the communications team needed a new email, they'd pull an old one, swap the image, change the copy, and send it. Every email was a one-off. Consistency was accidental, performance was unpredictable, and the creative team wasn't in the room.

Build a scalable, component-based email design system and redesign the process around it, so that every email, regardless of type or urgency, came out faster, on brand, and with intentional creative direction behind it.

• Architected a modular email design system in Figma with reusable components for headers, CTAs, content blocks, and footers, covering three distinct template types based on communication purpose.
• Worked closely with email developers to ensure 1:1 parity between Figma components and Iterable templates.
• Established design tokens for consistent typography, color, and spacing across all email templates.
• Redesigned the production process from the ground up: communications teams now bring their needs to the creative team first, where copywriters and designers collaborate on both content and design before anything gets built.
• Created documentation and usage guidelines so both the creative and comms teams could work from the same system.
• Implemented systematic A/B testing to validate design decisions with data.

• Open rates normalized to a consistent 40% average, up from a range of 0 to 20% with no predictable baseline.
• 25% engagement lift across redesigned flows.
• Significantly reduced production time through component reuse and a cleaner handoff process between teams.
• Creative integrity and content quality improved across the board, because better briefs led to better work.
• Consistent brand experience across all automated, campaign, and transactional emails.