I led a multi-phase UX initiative to redesign and optimize marketing email templates for Target between 2023-24. In the beginning of 2023 we started with a comprehensive audit of existing templates. This review revealed key limitations—most notably, a heavy reliance on static, image-based promotional type that restricted accessibility and constrained creative flexibility. Building on the audit insights and internal stakeholder discovery sessions, we launched a large-scale A/B testing initiative where the goal was to refine our templates in time to impact the 2024 holiday season. These tests compared traditional layouts—where promotional messaging was confined to a header—with elevated designs that featured bold, editorial-style type treatments integrated into the body of the email. The very first test demonstrated a 66% lift in click-through rate (CTR), validating our hypothesis that more visually engaging and strategically typography could significantly enhance customer interaction so we continued testing for
further proof.

Target Email Evolution

Client
Target

Role
Creative Lead, User Interface Design, User Experience Design & Research

Year
2023-2024

Tools
Internal CMS (Slingshot), Salesforce A/B Testing, Photoshop, Figma, Miro

Collaborators
Associate Creative Director, Copywriters, Designers, Developers, Product Manager, Project Manager

Previous & Evolved Full Width Email Template

Old full width template with restrictive accessible type option only in header.

New evolved full width template with expanded accessible type options and type hierarchy.

Initial A/B Test

Version A (Control)
Version B (Modified) +66% lift in CTR

Key Improvements

  • Customer Engagement: Boosted CTR through stronger storytelling, visual hierarchy, and A/B-tested creative.

  • Accessibility: Replaced image-based headlines with live text, improving screen reader compatibility and compliance.

  • Workflow Efficiency: Improved collaboration and enabled content updates directly in the CMS by non-technical users.

  • Scalability: Built modular, maintainable components in Slingshot CMS using a unified design system.

Process

Discovery & Audit

  • Audited existing email templates to identify design and accessibility issues.

  • Held early FPO sessions to explore layout ideas.

  • Aligned with stakeholders on goals, voice, and constraints.

Synthesis & Ideation

  • Used affinity mapping to surface key themes and opportunities.

  • Secured early buy-in from cross-functional teams.

Design & Prototyping

  • Prototyped editorial-style layouts in agile sprints.

  • Collaborated closely with developers to ensure feasibility and clarity.

Iteration & Testing

  • Refined designs through feedback and testing.

  • A/B tests showed a 66% CTR lift, validating the new approach.

  • Continued optimization through 2023 for 2024 readiness.

Beyond performance metrics, the project introduced a new modular email component within our internal CMS, Slingshot, which improved accessibility by replacing image-based text with live, screen-reader-friendly type. It also enhanced creative flexibility with expanded image sizing and streamlined collaboration between writers and designers—reducing production time and enabling faster campaign execution.