Updating H&B's transactional emails to better match the current brand look and feel, whilst brining the email system in-house.

👥 Users

‣ H&B customers

🎯 Goals

‣ Replace outdated, inconsistent email designs

‣ Understand and map when emails are triggered

‣ Create a scalable design system for easy rollout

🔍 Challenges

‣ Legacy emails lacked cohesive branding

‣ Limited visibility into the full email trigger system

‣ Need for a flexible solution during phased migration

✏️ Design Approach

‣ Built a modular email template system aligned with updated brand guidelines

‣ Created reusable components for consistent layout, tone, and styling

‣ Designed for scalability across multiple email types and teams

🚀 Results (from first 2 months)

‣ 3.2 million emails sent using the new templates

‣ 250 app installs and 80 new registrations directly attributed

‣ £1.5K+ in revenue generated from redesigned emails

✅ Impact

The modular email system enabled a smooth transition, consistent brand experience, and measurable performance improvements - all while reducing design overhead for future email updates.