Client
John Lewis
Deliverables
Email design
Figma component library
A self-initiated Figma email system that could be turned around in minutes, not hours.
While working with John Lewis in the CRM department, I identified a gap in how their team built and maintained marketing emails, one I set out to solve in my own time, without being asked to.
Email build times were cut by up to 50%, according to feedback from the design team.
There wasn't a formal brief for this one. I noticed the existing process for building e-commerce and loyalty emails was slower than it needed to be, and self-initiated a project to streamline it, building a reusable email template system in Figma that any designer on the team could use.
Building each email from scratch, or adapting existing ones manually, meant repeating a lot of the same layout and sizing work every time. Auto layout wasn't being utilised at all, meaning even small changes to copy or assets often meant manually adjusting spacing and structure by hand.
I built the system in Figma using auto layout and components, matching the exact sizing and structure of the elements used in Salesforce, so what was designed in Figma would translate accurately once built. Each component was designed to be interchangeable, giving designers the ability to select from a set of pre-built layouts, then simply drag and drop in their own copy and assets, rather than rebuilding structure every time.
The system was built to work across both e-commerce and loyalty emails, covering the different layout needs of each without requiring two separate systems. Every component was designed with the same attention to detail as a one-off design, but structured so it could flex to different content without breaking.
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