PayPal
A scalable email template system to support PayPal’s SMB communications
We developed an email template design system to equip PayPal’s marketers, creatives, and external agency partners with a flexible framework that meets diverse marketing needs while ensuring visual consistency. This design system streamlines the process of creating and coding emails, enhancing brand recognition and program cohesion across all communications.
ROLE: CREATIVE DIRECTOR
Strategy
UI/UX design
Design system
Content
Optimized system
We began by conducting a comprehensive audit of the existing email templates, identifying and categorizing the core components into distinct modules. This process allowed us to establish a clear structure and enhance the user experience across all communications.
Established guidelines
We delivered a set of ready-to-use templates based on the most frequently sent communication types, along with a comprehensive handbook. This resource provides PayPal SMB teams with a modern, flexible design approach that caters to diverse business needs and drives engagement through thoughtful, strategic design.
The outcome
The design and production of email campaigns were completed ~40% faster
Development and QA time was reduced by at least 35%
In 2017, over 100 email campaigns were completed and 800+ emails sent
Click-through rates increased by 1.7%