Designing internal tools for campaign production

Campaigns used recurring elements: a rate grid, an offer, an action and a legal footer. Rebuilding those elements for each request created inconsistencies and repeated work.

I developed the Figma library with the design lead, including tokens, component variants and usage guidance. I worked with frontend developers and QA to resolve content constraints and edge cases. The component architecture supported two platform rebrands.

Managers depended on a designer to prepare each communication. I mapped their journey and designed an internal AI service with an ML engineer, using the company’s AI engine.

A manager chooses the financial product, channel and tone, then selects components for an email. The interface provides a preview and lets them edit the generated result. Managers and designers have different permissions.

I wrote instructions and supported rollout. Managers’ production cycle went from two days to a few hours, and they could continue preparing communications while I was away.

For lifecycle and retention emails, I redesigned the existing layouts and created banner variants for A/B testing. One comparison tested a static image banner against a format combining an image with text that changed according to customer or offer data.

The dynamic format performed better in the test and informed the team’s choice. My contribution was the design of the variants: how the message, imagery and offer worked together.

For the in-app stories and banner service, I defined the structure, input fields, data types and validation rules. The interface needed to make each request’s requirements, progress and responsibility clear.

Preparation went from roughly half a day to 40 minutes. This covers preparing the content for the service; creating illustrations was a separate part of the work.

A financial offer needs to keep the rate and its conditions readable on a phone. I designed narrow-screen comparison patterns, implemented responsive HTML/CSS and checked the results with Litmus and Email on Acid.

Reusable templates and AI-assisted production reduced the email assembly and testing cycle from four hours to 40 minutes. This was a separate workflow from the managers’ AI service.

For the company digest, I also addressed an image-loading issue in the older corporate Outlook setup through base64 image handling.

Financial offers need enough room for the product, price, action and required disclosures. I defined the layout and responsive behaviour of those elements so they could be reused across campaigns.

I also designed the Finuslugi+ benefits and pricing screen and its subscription offer. My scope covered presenting the subscription’s value and price; launch and test results were outside the information available to me.