Case Study · 2022
Blue Cross
Delivering engaging, responsive email experiences that strengthen customer trust during platform transformation.
Project Overview
I designed and built responsive email campaigns and landing pages in Salesforce Marketing Cloud. My work supported the company’s migration to a new marketing automation platform, ensuring consistent design, accessibility, and performance across multiple audiences and devices across four product lines — Health Insurance, Travel Insurance, Life Insurance, and Group Insurance.
Project Process
Kickoff & Planning
Defined goals and requirements with project managers using Asana, Miro boards, and Agile sprint cycles.
Design & Conception
Designed flexible layouts for emails and landing pages in Figma, ensuring alignment with brand guidelines.
Development & Testing
Developed responsive emails and landing pages using HTML, CSS, JS, and AMPscript. Performed rendering and deliverability testing across major clients using Email on Acid and multiple web browsers for landing pages.
Launch & Optimization
Delivered production-ready assets, documented process improvements, and shared optimization insights with the internal team.
Deployment & Review
Developed and deployed automated multichannel journeys and manual email campaigns. Monitored campaign performance and provided detailed reports and insights to Product Owners.
Results & Impact
Product lines standardized
Health, Travel, Life & Group Insurance standardized during SFMC migration.
Migration completed
Platform successfully transitioned from Acoustic to SFMC on schedule.
Team members trained
Campaign integration and deployment upskilling across marketing and technical teams.
- Design System — Collaborated with the Design Director to modernize email and landing page designs in line with new brand guidelines.
- Scalable systems — Built a sustainable modular design system that supports faster campaign creation and multi-brand adaptability.
- Knowledge sharing — Created internal documentation and training materials, enabling faster onboarding and more autonomous teams.
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