My role focused on improving the creative execution and usability of Samsung’s CRM output, while making it easier for internal teams and local markets to deliver campaigns consistently. I led the design of key CRM email campaigns, including flagship phone launches and major sales periods, with an emphasis on clear hierarchy, scannability, and visual craft. Where appropriate, I introduced lightweight animation to add impact while remaining technically robust across email clients.
For larger campaigns, I established the core template styles in Taxi, setting the visual direction and structure for the campaign. Samsung’s in-house designers and local markets then adapted these templates for rollout, allowing campaigns to scale efficiently without sacrificing quality.
Key areas of focus
Improving visual hierarchy, spacing, and layout consistency
Supporting localisation across up to 17 European markets
Raising accessibility standards around contrast, legibility, and alt text
Introducing animation where it added value without compromising delivery
EMail Guidelines
Variation in execution across markets led to gradual quality drift over time. To address this, I created a practical set of CRM email guidelines that clarified expectations and supported more consistent delivery.
Alongside day-to-day campaign work, these guidelines were paired with Figma templates to improve accessibility, visual consistency and execution quality across Samsung Europe’s CRM output.
The guidance was adopted across multiple European markets and used for flagship launches, sales periods and lifecycle communications, helping teams deliver at scale without compromising quality.
Figma Templates
I created a set of reusable Figma templates and components that mirrored Samsung’s Taxi email modules. These were used internally to explore layouts, modules and interaction patterns for desktop and mobile before implementation in Taxi.
Figma allowed me to quickly prototype and validate ideas within Samsung’s CRM constraints, particularly for briefs that required new or more complex email patterns. For example, it was used to explore concepts for an automated CRM newsletter driven by customer sales history and preferences, with confidence that designs could be built accurately in Taxi.
The templates were also used for collaborative concept work and pitches, and as visual references when defining new modules for Taxi development.
Modular email layouts for standard and flagship campaigns
Reusable components for headers, CTAs, product modules and footers
Rapid prototyping within Taxi constraints
Design references for new Taxi modules
