Cashrewards’ email production relied on manual, design-intensive processes. Each campaign was built from scratch, making it time-consuming to scale, difficult to personalise and prone to inconsistencies across touchpoints.
With the introduction of Braze, a new CRM platform built for automation and dynamic content, the limitations of the existing workflow became more apparent. To align with this shift and unlock Braze’s capabilities, I led the design of a modular email system, consisting of a reusable component framework that streamlined production, supported personalisation at scale and ensured a consistent, responsive user experience across email clients.
Focus
Design System
Duration
December 2023 - April 2024
Insight
Every campaign was built from scratch, creating inconsistent layouts, repeated production effort, and no foundation for the personalisation Braze.
Working closely with the CRM team and developers, I designed a modular email system built on reusable components across three campaign types: hero creatives, time-sensitive callouts, and feed-based modules. The system was built with accessibility, dark mode, and legacy client compatibility in mind, tested in Litmus across major email clients, and validated with live Braze content to make sure it held up in the real conditions the team would actually use it in.
Key Metrics & Impact
🧩 ~40–60% reduction in production time, driven by reusable modules and fewer custom builds
📊 25–35% uplift in campaign engagement, enabled by clearer hierarchy and scalable personalisation
🎨 Consistent brand experience across campaigns, improving visual trust and design QA outcomes
📬 System successfully integrated into Braze, supporting automation, dark mode and legacy client compatibility
👥 Early indicators showed increases in MIU, MAU, and GMV across early lifecycle moments, particularly between a user’s first and third shop.
