Xfinity EDS 2021

Xfinity sends out roughly 1.7 billion emails a year—covering everything from billing and brand awareness to customer news and service updates. To better understand how these emails were landing, our digital strategy team reviewed 500 examples through the lens of the consumer—assessing clarity, tone, and overall experience.

The Ask
Create an Email Design System manual with essential toolkits.
Its purpose: help Xfinity teams build consistent, on-brand emails that improve the customer experience.

The Problem
At the time, Xfinity emails had little visual consistency. There was no shared system, and no clear connection to our brand—resulting in weak brand recall and disjointed communication.

My key question was:
How do we create a system that aligns with our brand standards and makes emails instantly recognizable as Xfinity?

The Goal
Build toolkits that are simple, practical, and easy to adopt.
The guide supplied should clearly show Xfinity teams how to use the tools—so they can design clean, readable emails that help customers learn, act, and stay connected.

The Deliverables:

• Develop a style guide in partnership with our UX Strategist

• Create sharable components based on key learnings and opportunities.

Role

• Reviewing with stakeholders

• Styleguide building

• Office hours sessions

We developed a comprehensive system that would allow for more streamlined and cohesive email communications.

We delivered a handy guide to help our partners get up and running. We stacked with best practices, reading patterns and design rationale.

I built and delivered 100s of localized components for final build with all of our data-backed use cases in mind.

We bucketed all of out content in to component sets that rolled up into navy, bodies, and footers. All to ensure building a better thinking around how this file was used.

Xfinity Loyalty Email Redesign leveraging EDS.