In the competitive world of Buy Now, Pay Later (BNPL), your message needs to do more than just reach an inbox—it needs to cut through the noise. During a major sales campaign at Laybuy, I was tasked with designing an email suite that not only looked good but also drove measurable action.
The Challenge: Standing Out in a Crowded Inbox
Sales periods are a battlefield for attention. Our goal was to support a large-scale campaign in the UK market by creating emails that felt urgent, localised, and impossible to ignore. We needed to balance Laybuy’s established brand identity with high-conversion tactics tailored for a UK audience.
The Approach: UX Meets Visual Storytelling
To tackle this, I focused on three core design pillars:
- Modular Design for Agility: I built a flexible email system that enabled us to rapidly swap out partner brands and offers while keeping the core experience consistent.
- Mobile-First Hierarchy: Recognising that the majority of our users engage on the go, I prioritised “thumb-friendly” CTAs and high-contrast typography to ensure readability on small screens.
- Urgency Through Design: We integrated dynamic elements like bold “Pay in 6” value propositions to guide the user’s eye directly to the action.
The Result: Real Impact
By merging strategic UX principles with bold visual design, we delivered a campaign that significantly boosted engagement and supported Laybuy’s growth in the UK market.
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