Email Design System

Picnic faced a problem with their email communication. The designs were outdated and lacked company-wide quality standards. I helped design and implement a design system in Figma together with developers, enabling even non-designers to create emails using a pre-made template.

Digital Design UI Design

Digital Design UI Design

2022

2022

2022

To begin, I devised a colour palette, header and paragraph styles, variable footers, and buttons. I compiled these elements into a Figma library which could be applied by toggling the assets on any new document. The system was purposely simplistic, making it user-friendly to a wide group of employees.

From there, I created a generic email template with consistent padding and hierarchy amongst styles to provide the development team with a toolkit to consistently apply styling across all email designs.

Here, you can see the design implemented across various email campaigns. Hundreds of existing emails were redesigned in the new style, along with new ones going forward.