CRM Design System & Automated Journeys
Creating a modular design system for Salesforce Marketing Cloud.
Unify automated email journeys, speed up production, and lock in brand quality.
PRIMARY ROLE
Lead Graphic Designer
Visual Designer
FOCUS AREAS
Digital Systems Architect
Cross-Department Alignment
UX Design
UI Design
PLATFORM & METHODS
Figma set-up
Co-creation workflow
Design Systems
monday.com integration
Localization
KEY IMPACT
Handle daily e-commerce design and building a unified system across E-com, CRM, and Social, enabling fast global rollouts across Americas, APAC, and EMEA with 1:1 visual accuracy.
Setting a standard for email design
Moving to Salesforce Marketing Cloud unlocked powerful automation capabilities, but our email presentation remained fragmented across marketing launches and transactional touchpoints.
Without a shared framework, producing emails took too long, visual quality varied between in-house teams and freelancers, and localized content was hard to manage. We needed a systemized approach to bring our inbox experience up to the exact same visual standards as our main ecom storefront.
Automated journeys & modular design
We designed tailored automated user journeys while building a modular system of reusable Figma components that directly reused design assets from our main ecom website.
By mapping out these journeys directly in Figma, the CRM and marketing teams could easily navigate every automated flow in one central place without digging through back-end systems. This made it effortless to review layouts and update journeys whenever needed.
Our component kit allowed in-house designers, CRM leads, and freelancers to build emails rapidly. To ensure 100% reliable display across notoriously picky email clients, we relied on crisp layouts powered by subtle animated GIFs for key product launches.
Impact & reflection
Standardizing our email design system transformed how our teams collaborated day-to-day, making the entire platform run remarkably smooth while looking damn good in the inbox.
Housing our templates and journeys in a shared Figma workspace gave internal designers, marketing leads, and freelancers a single source of truth. It cut production friction, eliminated handoff errors, and made performance tracking reliable across markets. Combining structured system design with Salesforce Marketing Cloud automation turned every email journey into a natural, high-end extension of the core brand.