Before leaving IXL Learning, I led the design of a welcome email series for new Rosetta Stone customers entering a free trial.
This series functioned as the first product touchpoint after signup, so the focus was on clarity, pacing, and reducing early friction in the onboarding experience.
I approached the project as a system rather than a set of individual emails. I explored multiple layouts and content structures to define a repeatable framework that balanced guidance, motivation, and accessibility.
The goal was to introduce the product progressively, with clear hierarchy and consistent patterns that could scale across messages and user segments.
Through multiple iterations and feedback loops, we refined the series and arrived at the version you see above. The final design strikes a balance between aesthetics and functionality, combining an inviting visual layout with clear and concise messaging.
We focused on creating an inclusive experience that would cater to diverse user preferences and language levels, aligning with Rosetta Stone's commitment to personalized language learning.
Using Figma, I built modular components to test variations efficiently and keep the system cohesive as we iterated. These components allowed us to experiment with layout, content density, and motion (including selective use of GIFs) without fragmenting the overall structure. Accessibility and language inclusivity were considered throughout, given the range of learners entering the product.
I also owned the handoff to development, creating detailed documentation covering typography, color usage, spacing, and interaction behavior. This ensured consistent implementation and reduced back-and-forth during build, keeping the system aligned from design through delivery.
The final series established a clear, welcoming entry point into the product and set expectations for the learning journey ahead. More importantly, it left behind a reusable onboarding framework that balanced visual consistency with flexibility as the product evolved.
