Email Design
System

Every email in the program used to be a file - opened, copied, hand-edited. That works for a handful of sends and collapses under a full lifecycle program. It looked like a design problem for years. It was an architecture problem.

The full study covers the rebuild: design tokens and a real component library, personalization moved from copy into structure, the tooling that catches errors before a human does, the Segment and warehouse work underneath it, an LLM-backed recommendation engine built with the data team - and the organizational change that made all of it stick.