In collaboration with the growth team, I managed a detailed analysis of the customer lifecycle to map out the end-to-end user journey within the automated email flow. Together, we identified critical interaction moments — from the initial sign-up trigger to engagement and retention phases — and translated them into a structured flow.

I defined the information hierarchy and content strategy for each step to optimize clarity, conversion, and user engagement. I designed each email layout in alignment with Wallien’s design system, ensuring accessibility, responsiveness, and visual consistency across devices. The visual components and typography were tailored to reinforce Wallien’s tone of voice and brand identity, while micro-interactions and visual hierarchy were applied to guide user attention toward key actions.

The full sequence was implemented in Klaviyo, where I built modular templates using the page builder to streamline scalability and A/B testing. This approach allowed for easy iteration based on performance data and ensured the flow remained both technically robust and design-coherent.