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Designed, coded, delivered
Overview
As part of USC’s rebranding, we needed to overhaul CRM communications to reflect the new brand identity while enhancing functionality across devices. This involved a full redesign of USC's templates, transitioning to a scalable master template built in Emarsys, and ensuring seamless rendering across all platforms. Beyond the technical challenges, this project also provided an opportunity to empower junior designers, fostering autonomy while maintaining high design standards.
Role
As Design Lead and developer, I was responsible for:
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Front-end email development in Emarsys, adapting to its unique code structure
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Designing a responsive master template for scalable CRM campaigns
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Collaborating with CRM stakeholders to refine user journeys and personalisation strategies
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Overseeing and signing off on the CRM design system built by junior designers, providing mentorship while granting them autonomy
The challenge
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The previous CRM templates were outdated and inconsistent with the new USC branding
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Emails lacked scalability, making future iterations time consuming
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Front-end email development in Emarsys required a different coding approach than web development
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A structured CRM design system was missing, leading to inconsistencies
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A need for collaborative leadership, mentoring junior designers while ensuring strategic alignment
The solution
To align and modernise USC’s CRM experience, I focused on:
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Developing a scalable master template in Emarsys, ensuring cross-device compatibility
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Redesigning email layouts to align with USC’s rebrand and improve engagement
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Implementing modular, flexible components for easy future updates
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Collaborating closely with junior designers, providing mentorship and autonomy
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Supporting the development of a CRM design system, ensuring long-term consistency
Process
Redesigning CRM for the USC Rebrand
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Ensured brand consistency by integrating new typography, colours, and layout structures
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Created a modular master template, making future updates seamless
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Designed a responsive system optimised for various devices and email clients
Adapting Front-End Development to Emarsys
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Learned and implemented Emarsys' specific coding, adapting it for CRM needs
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Developed a fully responsive and flexible email template, ensuring a seamless user experience
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Created dynamic content blocks, allowing for personalised, automated messaging
Strengthening Collaboration & Leadership
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Worked closely with junior designers, providing mentorship while allowing them creative freedom
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Ensured quality by signing off on designs and guiding strategic decisions
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Conducted continuous workshops with CRM stakeholders, fostering a collaborative environment
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Facilitated the development of a CRM design system, improving efficiency across campaigns
Results & impact
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Seamless cross-device experience: improving email readability and engagement
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Scalable CRM template: reducing future development time
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Stronger CRM branding: increasing user recognition and trust
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Junior designers gained autonomy: contributing to a well structured CRM system
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Enhanced leadership & cross-team collaboration: improving workflow efficiency
Key Takeaways
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Mastering Emarsys front-end development expanded my technical adaptability
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A scalable CRM system ensures long-term efficiency and brand consistency
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Collaboration with stakeholders and juniors drives better project outcomes
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Leading CRM template updates across premium fascias for the group
