Email redesign

I redesigned GrubStreet email templates to be mobile-friendly and accessible and to have a visual hierarchy that improved readability.

The Newsletter

GrubStreet newsletters, sent twice a week, were the biggest driver of paid class sign-ups, but they were neither accessible to readers with disabilities nor optimized for mobile.

I set out to improve conversions by creating designs that were more accessible and mobile-friendly. To validate the redesigns, I conducted A/B tests on the old and new templates. Week over week, the new templates saw higher click-through rates than the old.

Continued Enhancements for “Lit Up”

I performed a similar redesign to the template for Lit Up, GrubStreet’s biggest fundraising event.

While keeping the playful tone of the event, I created a new layout with a mobile-friendly structure, accessible design, and improved hierarchy. The click-through rate of the redesign saw a 170% lift from the previous year.