I led the design of Second Street’s no-code email builder, creating a system that empowered non-technical teams to launch campaigns faster, scale enterprise features, and deliver consistent, branded experiences across thousands of big media customers, for millions of daily recipients.
Second Street needed to modernize how enterprise customers built and launched email campaigns. Their existing workflow depended heavily on technical resources, leaving marketing teams frustrated and campaigns delayed. I led design strategy from discovery through delivery, creating a no-code email builder that allowed non-technical users to design, customize, and launch responsive campaigns with ease. The result was a streamlined tool that married usability with enterprise-grade scalability.
Enterprise clients were clear: email marketing was critical, but the tools felt dated, overly complex, and required developer intervention. Marketers wanted speed, flexibility, and confidence that their campaigns would look great across devices. Research and client workshops revealed that users valued drag-and-drop simplicity, guardrails to protect brand consistency, and reusable templates to scale their efforts. These insights shaped the foundation of our design direction.
Launching the builder required balancing simplicity for new users with the power enterprise clients demanded. I guided the team through a structured process that blended research, rapid iteration, and system-level thinking. Every design choice was validated with customer feedback to ensure adoption at scale.
Through customer interviews and workflow analysis, we uncovered the main pain points: over-reliance on technical staff, long launch timelines, and inconsistent results across devices.
Being highly hands-on, me and my team designed a no-code builder powered by modular components, paired with a robust design system to ensure every template was responsive and on-brand. For any brand.
I directed iterative design reviews with engineering and enterprise clients, refining interactions and visual polish until the builder launched as a seamless, enterprise-ready solution.
