Systemized email templates
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As MyFitnessPal’s email output grew, so did the need for consistency and speed. I led the creation of a modular email design system, a set of reusable grab-and-go assets and templates built to unify our visual identity and streamline collaboration across design, copy, and marketing.
The system halved design time, made onboarding seamless for new and contract designers, and brought cohesion to every user touchpoint.
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MyFitnessPal
Lifecycle Marketing team -
Lead Designer and Art Director
Team: Sadie Klaw & Summer Bockart
The problem
Too many one-offs, not enough system.
Our lifecycle marketing team sends hundreds of emails monthly. Each ask was being being designed from scratch - leading to inefficiencies, inconsistency, and duplicated effort across designers, copy writers, email builders, and contractors.
The system
A modular framework that makes every email consistent and fast.
My team and I built a unified design system made up of interchangeable modules that can adapt to any campaign type or message.
Each block is flexible enough for creativity but structured enough to maintain brand consistency across the full suite of lifecycle communications.
How it works
Drag. Drop. Refine.
From a shared Figma file, designers and copywriters can quickly assemble emails using drag-and-drop modules.
Each component is pre-styled, accessible, and responsive, ensuring every send looks cohesive and can be produced and built in half the time.
The result
A scalable framework for all emails.
The new framework powers every lifecycle email, including this New User Welcome series. The templates ensure visual harmony and give teams the confidence to build at scale without sacrificing brand quality.
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Day 0
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Day 1
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Day 5
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Day 7
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Day 8
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Day 10
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Day 20
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Day 23
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Day 25
The process
Audited, designed, tested, and scaled.
Starting with an audit of over 50 existing emails, my team and I identified recurring patterns, mapped use cases, and defined key layout types.
From there, we researched other brands, identifying trends, type styling, image treatments, and color palettes that felt akin to MyFitnessPal.
At each step of the way, we collaborated cross-functionally to test, refine, and launch the system.
