XING Email Design System
/ Design Systems / Email / B2C
Overview
Emails at XING were owned by different product teams. The teams often had difficulties updating their emails regularly, leading to multiple different email template versions with different colours, fonts, and layouts. When XING introduced an update to their corporate identity, all teams had to implement it — and the fragmentation made this prohibitively expensive.
Approach
I created a workshop to kick off the product discovery, conducted with all departments related to emails at XING. I translated the workshop outcomes into email principles: Valuable, Functional, Playful, Tailor-made, Trustworthy, Concise, Controllable, Inspiring.
The email team built all components in Code and Sketch using atomic design (Brad Frost) — Habitat, Atoms, Grid, Spacing, Image/Cover — to enable all teams at XING to build their emails with the design system. The Sketch file included onboarding in email design to ensure high quality.
When XING introduced XDL (XING Design Language) in late 2018, I jumped in as product owner and guided both the redesign discovery and the development implementation.
Results
Content coming soon — full case study in progress.