B2B Lifecycle Communication Optimisation
Design Systems
Lifecycle Comms
Visual Design
My role
I led the design of a responsive email component system, built to scale across mobile and desktop and to be easily adapted by designers in different regions.
Collaborators
MarTech Specialist
B2B Sales Team
Engagement Specialist
Tools & Tech
Figma
Brand Guidelines
Marketing Automation Platform
The problem
Prezzee’s B2B lifecycle communications had grown fragmented over time and were visually inconsistent and no longer aligned with the evolving brand.
Copy lacked clarity and confidence, creating friction during a critical customer moment
Emails varied significantly across regions, making the experience feel disjointed
Designers were recreating emails from scratch, slowing delivery and increasing inconsistency
The approach
I started by auditing the full B2B onboarding lifecycle across regions, reviewing existing emails for visual consistency, hierarchy, and brand alignment, as well as assessing copy tone, clarity, and duplication. I mapped the onboarding journey to uncover friction points and overlaps, gathered input from Sales to understand recurring customer questions, and worked closely with the MarTech specialist to align on technical constraints and responsive behaviour.
Instead of treating this as a one-off redesign, I tackled two connected problems at once. Rather than redesigning emails individually, I structured the solution in two deliberate phases:
Phase 1 - Build a scalable email design system
I created a modular email design system in Figma that could be shared globally. The system was built around responsive components that accounted for real email constraints, ensuring layouts, typography, and CTAs remained clear and usable on both mobile and desktop. The system included:
Clear rules around spacing, typography, colour, and hierarchy
Flexible layouts that worked across different lifecycle stages and regions
Phase 2 - Redesign the B2B onboarding journey lifecycle using the system
Using the new system, I redesigned the full onboarding sequence.
Updated copy to be clearer, more confident, and more aligned with Prezzee’s brand voice
Standardised visual hierarchy and layouts across all onboarding touchpoints
Reworked the sequence and reduced the number of emails from 12 to 5
Ensured emails felt connected as a sequence, not isolated messages
Impact & Insights
The results were measured 6 months after the launch of the series.
A leaner, healthier program
The redesigned program reduced the sequence to 5 emails (58% leaner) while maintaining 85% delivery rate through the final touchpoint. That’s A +38% improvement.
Insight:
A shorter, better-structured sequence improved domain health and ensured more customers actually received the full value proposition, rather than dropping off before the journey concluded.
Eliminating engagement “Dead Zones”
The previous program had clear engagement drop-offs. Some emails recorded abnormally low CTORs (as low as 0.86% and 1.49%), indicating content that failed to drive meaningful action.
Insight:
By refining hierarchy, clarity, and messaging, the redesign removed weak touchpoints and replaced them with focused, action-driven communication. Even the lowest-performing email in the new sequence outperformed the weakest emails in the legacy program by nearly 4x.
Reduced skip friction
In the legacy sequence, skip rates escalated quickly, reaching 53% by the final email. This suggested either overly complex automation logic or misalignment between content and user intent.
The new program maxes out at a 15% skip rate, indicating much stronger targeting alignment and improved journey pacing.
Insight:
The redesigned lifecycle better reflects real user behaviour. Rather than overwhelming or over-segmenting, the new structure respects the user’s progression and reduces friction in the funnel.
Overall outcome
The project delivered measurable improvements across delivery, engagement, and journey efficiency:
58% leaner lifecycle sequence
+38% improvement in final delivery rate
Skip rate reduced from 53% to 15%
Up to 2x improvement in action-driving engagement
The shift from one-off email redesigns to a scalable, responsive design system created long-term operational value. The onboarding journey is now clearer, more aligned with user intent, and supported by a reusable global framework.