Expedia Group
Email Design System
Designing a Modular Email System That Converts, Scales, and Connects
Company:
Expedia, Hotels.com, VRBO
Role:
Senior UX Design Manager
Timeline:
6+ months | Global scope | Marketing, Product, and CRM alignment
Challenge
Emails are often treated as production assets, fast, disposable, and transactional.
At Expedia Group, that approach created a backlog of one-off designs, inconsistent branding, and costly rework across brands. Emails lacked accessibility, visual coherence, and often delivered disjointed user experiences compared to the app or website.
We needed a system, not a stack of templates.
Approach
I led the creation of a modular email design system that brought brand alignment, accessibility, personalization, and design consistency to over 100M outbound communications.
Our approach was rooted in behavioral design, not just aesthetics. We optimized for clarity, conversion, and emotional connection.
