Little Bipsy
Email Marketing

I led the evolution of Little Bipsy’s email channel, developing a cohesive design system and campaign strategy that elevated the brand experience and drove measurable growth in conversions and revenue.

ROLE
Lead UX/UI Designer

SCOPE
Email Design • Campaign Strategy • Creative Direction • Lifecycle Flows

TOOLS
Klaviyo • Canva • Adobe Photoshop • Figma

Overview

I led creative direction and creative strategy for email at Little Bipsy, transforming the channel into a primary revenue driver through elevated visual design, thoughtful campaign planning, and lifecycle optimization.

Challenge

Little Bipsy’s email channel had strong potential but lacked a cohesive design system, clear hierarchy, and optimized user journeys.

Opportunities included:

  • Inconsistent visual design across campaigns

  • Limited structure for promoting products and collections

  • Underutilized lifecycle flows

  • Opportunity to increase email’s contribution to overall revenue

Approach

01 Design System + Brand Alignment

I developed a cohesive email design system aligned with the updated brand identity, ensuring consistency across all campaigns and flows while improving readability and hierarchy.

02 Conversion-focused Layouts

I redesigned email templates to prioritize:

  • Clear product storytelling

  • Strong call-to-action placement

  • Mobile-first layouts

  • Scannable content for quick decision-making

03 Campaign Strategy + Optimization

I partnered with marketing to refine campaign structure, timing, and messaging, using performance data to continuously iterate and improve results.

04 Lifecycle Flow Improvements

I identified gaps in lifecycle emails (welcome, abandoned cart, post-purchase) and began optimizing flows to support retention and repeat purchases.

Solution

The final email experience introduced:

  • A consistent, elevated visual system across all emails

  • Modular templates for scalability and speed

  • Stronger product storytelling and merchandising

  • Mobile-optimized layouts designed for quick engagement

  • Improved hierarchy guiding users toward conversion

Impact

The redesigned email experience transformed the channel into a primary revenue driver while improving overall engagement and performance quality.

+22%

YoY Growth

↓63.6%

Spam Rate

After strategic design improvements, email transformed into a primary revenue channel, driving both growth and sustained user engagement.

12,259

Attributed Email Conversions

+35.4%

Click Rate

Revenue & Conversion

36.95%

% of Total Contribution

Engagement & Channel Health

↓39.8%

Unsubscribe Rate

From the Team

“I had the pleasure of working with Jamie and having her as my manager during my time as a junior designer at Little Bipsy.

Jamie led our team with strategy, empathy, and clear communication. When our team went through periods of quick turnaround deadlines and conflicting feedback from leadership, Jamie was always able to be the lighthouse to our ship and help guide us through difficult situations.

Jamie also possesses amazing skills in UX and UI design. During our website redesign, she single-handedly led the user experience design portion of the website with ease while simultaneously leading the UI portion of the design process, making sure to not sacrifice any design elements that are vital for a successful e-commerce business. She helped us to make a clear, beautiful, and user-friendly website for our company.

Additionally, I enjoyed working with Jamie because she truly is a team player. As my boss, she always encouraged me to continue learning new skills and gave me opportunities to do the type of work I enjoyed most. In addition, she helped to push me out of my comfort zone so I could strengthen my other skills to become a well-rounded designer… And my type skills are better for it! ”

Katie Werner
UX/UI Designer