$17k per campaign saved

Transforming Cashrewards’ email marketing engine by designing a scalable, modular eDM system that cut speed to market by 60% and unlocked deeper personalisation.

Role

UX/UI Designer

Team

Email Developer, Marketing Executive, UX/UI Designer

Duration

4 months

Problem and Solution

Problem: Internal teams were overloaded managing email marketing campaigns, creating inconsistencies, inefficiencies, and missed opportunities for personalisation.

Solution: I designed and implemented a modular, automated eDM system that scaled across all campaign types. This increased personalisation, improved consistency, and significantly reduced the manual effort required from internal teams.

Stage 1. Interviews and campaign audit

Through a series of one-on-one interviews, I uncovered a surprising insight: we were running 70 active campaigns, and each required four hours of CRM time just to launch.
Creating unique concepts added another five hours per campaign, making it clear the team was facing multiple bottlenecks that slowed delivery and limited strategic impact.
To address this, I facilitated a workshop to audit the current campaign landscape — identifying what worked, what didn’t, and where opportunities existed.
This session revealed that Bonus campaigns were the highest business priority, allowing me to focus efforts where they would deliver the most immediate value.

Problem and Solution

Stage 1. Interviews and campaign audit

Through a series of one-on-one interviews, I uncovered a surprising insight: we were running 70 active campaigns, and each required four hours of CRM time just to launch.
Creating unique concepts added another five hours per campaign, making it clear the team was facing multiple bottlenecks that slowed delivery and limited strategic impact.
To address this, I facilitated a workshop to audit the current campaign landscape — identifying what worked, what didn’t, and where opportunities existed.
This session revealed that Bonus campaigns were the highest business priority, allowing me to focus efforts where they would deliver the most immediate value.

Stage 2. Ideation & Conceptualization

I started by breaking down the hierarchy of the existing eDMs, analysing recurring patterns, messaging structure, and visual inconsistencies. This helped clarify what information mattered most to users and how to present it intuitively.
Next, I mapped out multiple layout variations covering hero offers, secondary offers, and mixed campaign scenarios. The goal was to create a flexible system that could house any type of offer while maintaining consistency, clarity, and scalability.

Stage 3. Wireframing & System Architecture

Wireframing: I developed 20+ wireframes across different modules, meticulously planning each component to maximise clarity, legibility, and ease of use. These wireframes formed the backbone of a modular system that could be expanded or adjusted with minimal effort in the future.
UI Design: I designed a clean, modular eDM system that balanced brand expression with usability.
This included:
- A refreshed, on-brand colour palette
- Improved typography for readability across devices and platforms
- Consistent spacing, hierarchy, and component logic
- Iterative refinements based on stakeholder feedback
The final UI not only elevated visual consistency but also aligned tightly with business goals and user needs.

Stage 4. Design Execution & Stakeholder Alignment

Following the audit, interviews, and discovery work, I proposed a refined design direction for stakeholder review. The solution focused on three key principles:
accessibility, brand consistency, and flexibility to support any offer type.

I walked stakeholders through the system’s structure, explaining how each module worked together to create a scalable, predictable experience. This alignment was critical in securing buy-in before progressing into detailed UI refinements and preparing for implementation.

Stage 5. Delivery & Outcomes

I packaged the final solution into a clear, comprehensive handover — including design rationale, annotated modules, usage guidelines, and recommendations for future iterations. This ensured the CRM, Marketing, and Engineering teams could easily adopt and scale the system.

As a result, the new modular eDM framework:
Reduced speed-to-market by 60%
Enabled consistent, on-brand campaigns across all offer types
Improved personalisation opportunities by simplifying production
Eliminated recurring bottlenecks in the CRM workflow
Created a scalable foundation for future automated initiatives

a cell phone with a yellow rectangular screen

Business Impact

This project significantly elevated our email marketing capability and streamlined internal workflows across CRM and Marketing.

60% reduction in speed-to-market, enabling faster campaign turnaround and improved agility.
Greater personalisation through deeper audience segmentation, which led to higher click-through rates and more relevant user experiences.
A scalable, modular system that reduced operational bottlenecks and improved consistency across all campaign types.
A stronger foundation for future automation and experimentation, allowing the team to focus on strategy over repetitive production tasks.

Business Impact

This project significantly elevated our email marketing capability and streamlined internal workflows across CRM and Marketing.

60% reduction in speed-to-market, enabling faster campaign turnaround and improved agility.
Greater personalisation through deeper audience segmentation, which led to higher click-through rates and more relevant user experiences.
A scalable, modular system that reduced operational bottlenecks and improved consistency across all campaign types.
A stronger foundation for future automation and experimentation, allowing the team to focus on strategy over repetitive production tasks.

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Nathan Rego

Nathan Rego

Nathan Rego