The Mission
To modernise Viator’s communications by initiating a first-of-its-kind responsive email architecture. The objective was to bridge the competitive gap by aligning with global best practices, unifying B2C and B2B framework standards, and providing a scalable, evergreen system for continuous brand and technical updates.
Position
As Head of Visual Design I Initiated and led the development of the Design System, bridging the gap between design and engineering.
My Involvement
Strategic Initiation.
Identified the competitive necessity for responsive design and spearheaded the transition from legacy static layouts to a mobile-first modular system.
Identified the competitive necessity for responsive design and spearheaded the transition from legacy static layouts to a mobile-first modular system.
System Architecture.
Designed a robust, Figma-based framework that unified both Marketing and Transactional emails under one technical standard.
Designed a robust, Figma-based framework that unified both Marketing and Transactional emails under one technical standard.
Platform Stewardship.
Guided the architecture through major technical migrations (Braze, ITG/Fig, Bolt/UNP) and the 2025 Global Rebrand.
Guided the architecture through major technical migrations (Braze, ITG/Fig, Bolt/UNP) and the 2025 Global Rebrand.
Innovation.
Integrated Movable Ink and AI workflows to automate asset creation and drive dynamic content.
Integrated Movable Ink and AI workflows to automate asset creation and drive dynamic content.
Cross-Business Adoption.
Enabled the expansion of the system to the B2B side of the business, ensuring brand consistency across all partner and customer touchpoints.
Enabled the expansion of the system to the B2B side of the business, ensuring brand consistency across all partner and customer touchpoints.
The Results & Benefits
Competitive Excellence.
Brought Viator’s CRM up to—and beyond—industry benchmarks, ensuring a premium experience on every device.
Brought Viator’s CRM up to—and beyond—industry benchmarks, ensuring a premium experience on every device.
B2B & B2C Alignment.
Unified the visual language of the entire business, creating a seamless identity for both travelers and partners.
Unified the visual language of the entire business, creating a seamless identity for both travelers and partners.
Operational Velocity.
Transformed production workflows, reducing lead times from weeks to days while eliminating design debt.
Transformed production workflows, reducing lead times from weeks to days while eliminating design debt.
Technical Integrity.
Achieved best-practice rendering and accessibility, significantly reducing build errors across millions of global sends.
Achieved best-practice rendering and accessibility, significantly reducing build errors across millions of global sends.
System Anatomy: Building for Global Scale
A collaborative framework.
Precise measurements for design-to-dev handovers.
Workflow-integrated DQA.
Standardized typography for global consistency.
esponsive grids for seamless adaptation.
Centralized palette for brand accessibility.
Modular cards for scalable design.
