Context

Dotdash Meredith is the largest American media conglomerate with over 40 iconic brands including PEOPLE, Better Homes & Gardens, Food & Wine, Allrecipes, Byrdie, Investopedia, and Travel+Leisure. Dotdash Meredith’s brands deliver 160+ newsletters to 57.8 millions active subscribers.

I led the creation of a newsletter design system that enabled (re)designing at scale and more efficient dev work. The work contributed to to 15% company-wide year-over-year email performance growth  ✅

The Problem

• Inefficient process: the email team were mainly in charge of the performance of the newsletter templates, rather than design. All update requests were handled by a small team of 2 designers, resulting in a large backlog of updates and slow progress.
• Inconsistent and unscalable design: most existing newsletter weren’t created by designers and had no design documentations. Most templates had inconsistency both inside of the template and across the brand.
• Lack of brand expression: Since the brand designers weren’t involved in the design process, the newsletters looked outdated and off-brand.

The Solution

Newsletter Design System empowering iconic brands of Dotdash Meredith

An abundant library of flexible and customizable components

I created a library of components in Figma that allow for flexibility and customization.