Case Study:
OPTAVIA’s digital ecosystem served multiple audience types, all with different needs but email production and web updates were slow and hard to scale. Campaigns needed faster turnarounds, better audience targeting and a more consistent experience across email and web without hurting performance or deliverability.
🤔 The Challenge:
The goal was to increase engagement and conversions across key audience segments. Speed up production while keeping the brand and UX consistent. Build scalable systems that support automated customer journeys and make campaign execution easier. Deliver digital experiences that are data-driven, accessible and user-focused.
💼 My Role:
I led the UX and execution for targeted email and web experiences, bringing together strategy, design and development.
Email & Automation
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Designed and built targeted HTML email campaigns for coaches, leads and re-engagement audiences
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Created automated journeys for new and inactive users based on lifecycle stages
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Built a reusable email template system to standardize layouts, components and interactions
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Ran A/B tests and shared post-campaign reporting to continuously optimize performance
UX & Web Support
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Supported front-end and back-end updates across OPTAVIA.com, OPTAVIAEvents.com and OPTAVIABlog.com
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Ensured consistent UX patterns between email and web experiences
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Worked cross-functionally to turn data insights into clear, actionable user flows
💡 The Solution:
I led the end-to-end UX strategy and execution for targeted email and web experiences, aligning strategy, design and development to drive measurable business growth. The work generated more than $2M in attributed revenue through acquisition and reactivation campaigns, increased email production efficiency by 50% through scalable design systems and reusable templates, and sustained a 95% deliverability rate across high-volume, nationwide campaigns.