AT&T Design System
Email Design System and Automation
Skills Used: UX design, Visual Design, Team Management, Art Direction, UAT, Development, Automation
TL;DR
• UI/UX Design, Team management
Standardize and increase velocity
Research audit
Built design system in Knack
Time to market greatly reduced; increased consistency, scalability, and efficiency.
The Challenge
As a director, building a design system is about balance—simplifying and standardizing UX while keeping creativity alive. The challenge? Creating a system that speeds up work without sacrificing flexibility.
A strong design system greatly reduces time to market by eliminating redundancies, ensuring teams work smarter, not harder. It also improves brand cohesion, unifying the visual language across products and platforms for a seamless, recognizable experience.
Research
Partnering with Oracle, our ESP, we conducted a comprehensive audit of the past year’s emails—analyzing performance, design, send schedules, touchpoints, and brand consistency. We identified recurring patterns and failure points, then benchmarked against competitors, applying industry best practices to elevate our strategy.
Proposed solution
I built a dedicated department and task force to collaborate closely with Brand Management and Martech, ensuring a cohesive, always-ADA-compliant, and modern design system. We streamlined workflows by testing CMS platforms, ultimately selecting Knak to automate proofing, code generation, and seamless deployment through Eloqua to our ESP—boosting efficiency and scalability.
Impact
Developed a solution that significantly optimized studio operations, reducing resource demands while accelerating time to market to a third of the previous SLA. By implementing brand-approved design system components and leveraging automation through an off-the-shelf CMS, we introduced an unprecedented level of efficiency and scalability to AT&T’s workflow.
