Agility

Project overview

My Role: Systems designer
Duration: 12 weeks
Industry: Pet insurance
Client: Fetch Pet Insurance
Team: Amanda Assadi (creative director), Ivy Lee (design director), Katie Santos (brand design director), Julie Cho (illustrator), Jessica Strul (copy director), Mark Uzunian (content designer)

The challenge

Emails are key to Fetch marketing, but the previous process was slow and repetitive. Each campaign required manual rebuilds, resulting in inconsistency and limited performance insights.

We focused on three areas:

• Efficiency: Reduce repetitive design, development, and QA work through reusable components and clearer workflows.

• Consistency: Establish a unified visual language so every email felt cohesive and on-brand.

• Optimization: Standardize designs and enable data-driven improvements through closer collaboration with business and development partners.

  
  

Email design system

The team recognized the foundational structure of Fetch emails and categorized components into heroes, secondary modules, elements and snippets. I managed the creation and organization of Figma components for our design team and email development.

Reusable components:

With content:

Internal results

The project was a cross-functional success, demonstrating how collaboration can drive both efficiency and measurable results.

• Design time was reduced by approximately 54%.

• Coding time was reduced by approximately 70%.

• Global elements enable a single update for compliance or brand tone to be automatically applied throughout the entire email ecosystem, resulting in significant time savings.

• We can now track performance at the component level, allowing for close collaboration with business owners to optimize and scale high-performing content.

User experience

On top of building an efficient system, we approached the below challenges to enhance the recipient user experience.

Dark mode support:
Adjusted color contrast and images ensure readability in both light and dark environments.

Optimized for AI:
Structured emails improve deliverability and present relevant content in AI-powered inboxes.

Dynamic content support:
We dynamically tailored emails — for example, by pet type or customer data — in a way that’s easier to manage and delivers a more relevant experience for recipients.