Fetch email design system
Building a modular design system to improve speed and consistency across email touchpoints.
Design Systems
Overview
Agility is a modular design system for Fetch's in-house team to build brand-consistent emails for any campaign.
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.
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.
Role
I managed the creation and organization of Figma variables, components and libraries for our design team. Following the atomic design methodology, I categorized items like text elements, lists, icons, buttons, and so forth, which developed into segmented tiles, and eventually into modules. Some of these outlined modules got converted into snippets, which were considered the most reused and well-received email modules.
Solution
The project was a cross-functional success, demonstrating how collaboration can drive both efficiency and measurable results. At one point, we had 40+ hero modules, 50+ secondary modules, and 80+ acquisition snippets laddering into 2,000+ possible email combinations – a scalable system enabling endless, on-brand variations. Design time was reduced by 54% and coding time by 70%.
