Lifecycle Marketing
Wave's email marketing was fragmented and lacked clear strategy.
The existing state resulted in low customer engagement and lost conversion opportunities.
I led an end-to-end audit of our lifecycle communications, establishing a documented design system and mapping a 53-touchpoint onboarding journey.
KEY RESULTS
$12 million
Gross Payment Volume (GPV) in one year
+457%
Click-through rate (CTR)
PROJECT SCOPE
Positioning, Art Direction, Brand Identity, Web Design
DURATION
July 2021 - May 2022
Creating a
design system
I updated our email design system for the new brand refresh, creating modular, reusable components. This reduced design debt and ensured consistent brand messaging across all 53 touchpoints.
Mapping the
Journey
I conceptualized and mapped the user journey from signup to day 30, leveraging customer data to trigger personalized, intent-based messaging along the way.
Dropoffs
I transformed our registration funnel from a linear process into a dynamic, intent-based recovery system.
Journey Mapping: During the audit, I identified key friction points where users abandoned the setup. I categorized these drop-offs by stage to understand the "why" behind the exit.
Targeted Recovery: I designed a series of automated, personalized follow-ups triggered by specific drop-off points. By leveraging user intent and business type, we fed users tailored testimonials and product-specific value propositions to re-engage them.
Result: We successfully reclaimed lost leads by turning generic "abandonment" moments into opportunities for education and conversion.
QA + Systems testing
I built a systematic QA tracker that allowed for 1:1 previews, methodical review of design/copy inconsistencies, and multi-user journey testing. This rigorous process ensured accuracy for our final launch.
