Company
Duration
Year
Modernized Netflix lifecycle emails for consistency and scale
The legacy email ecosystem spanned dozens of lifecycle moments and title types, but inconsistent visuals and one-off builds made it feel outdated and operationally heavy.
The redesign introduced a cohesive modular system centered on hero and dynamic title artwork, giving each message a distinct feel while preserving overall consistency. The result balanced personalization, production efficiency, and long term scalability across a high volume channel.
Led design vision and system strategy for lifecycle emails
Owned concept through delivery, defining the modular framework and visual principles while aligning cross-functional partners on standards, feasibility, and phased rollout across candidate journeys. Led iterative exploration to balance creative flexibility with operational scale.
Partnered with a tooling designer to translate the system into a self-serve messaging framework. This enabled the Consumer Messaging Program (CMP) team to build and launch lifecycle messages independently, reducing reliance on design and engineering and accelerating delivery.
Launched a modern, scalable lifecycle email system
Members received clearer, more visually distinct lifecycle messages with stronger hierarchy, richer title art, and more focused storytelling that made each send feel unique and premium. A modular component system improved consistency and production efficiency while enabling faster iteration, scalable personalization, and future campaign flexibility.
+0.42% MMA rate
+5.19% Remind Me add rate
+4.2% My List add rate
Metrics are representative and anonymized.
Selected projects across apps, web, connected experiences, and brand systems
