Eddie by Giddy Welcome Email Flow Design

Project Goals

• Improve the first impression of the brand through a high-impact welcome email series
• Educate users on the product and guide them toward their first purchase
• Integrate the new email welcome series with our email platform Klaviyo and Shopify e-commerce backend
• Improve user engagement by increasing open, click-through, and conversion rates from the email funnel

Challenges

• Limited Brand Education: first-time users lacked a clear understanding of Eddie's purpose, clinical validation, and value proposition
• Inconsistent Visual Identity: the old email designs were inconsistent with the updated branding and product aesthetics
• Platform Integration: We needed to seamlessly sync data between Klaviyo and Shopify to personalize and trigger emails effectively
• Collaborative Workflow: the internal team worked alongside a third-party graphic designer, which required detailed briefs and feedback loops to maintain brand consistency

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Audit & Analysis

As the sole UX/UI Designer, I began by analyzing Eddie by Giddy's existing welcome emails and benchmarking them to flows from leading lifestyle DTC brands like Hims, Ro, Aesop, and Nike to understand how they communicate trust and elevate brand perception through email.

This helped us identify the gaps in storytelling, visual consistency, and CTA clarity. The audit also highlighted opportunities for insights into best practices in mobile-first responsive design, personalized subject lines, and educating users at the first touch-point.

User Flow Mapping

Designing the multi-email series was a collaborative effort, with our VP of Design, Art Director, and myself. The strategic five-part welcome email series walked users through brand introduction, product education, customer reviews, and conversion nudges. Each email had a distinct role in the customer journey, with clear messaging and visually engaging CTAs. This structure encouraged progressive engagement and reduced information overload.

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Testing & Optimization

After launch, we ran A/B tests on subject lines, CTA placements, and email copy to determine what resonated most with our audience. Using Klaviyo's analytics, we tracked open rates, click-throughs, and conversions to measure performance. Based on the data we made iterative improvements to refine the flow and maximize the overall campaign effectiveness.

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Collaborating with Graphic Design

I worked closely with an external graphic designer, providing detailed creative briefs, visual direction, and user flow context to ensure alignment and smooth transition with the updated brand identity. Feedback and revisions were handled collaboratively in Figma, which allowed us to maintain consistency while meeting tight launch deadlines. This collaboration brought polished, professional finishes to the new email design.

Shopify Integration with Email Operations

To ensure real-time personalization, I integrated the email platform Klaviyo, with our email marketing operations manager onto Shopify, enabling dynamic content based on user behavior. This allowed for event-based triggers like welcome emails, post-purchase messages, and cart abandonment reminders. The integrations allowed us to tailor content to users' specific actions.

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First 6 Weeks

• Open Rate: Increased from 21.2% to 36.7%
• Click-Through Rate (CTR): Improved by 42%
• Conversion Rate (Email-to-Purchase): Increased from 1.2% to 1.9%
• Support Inquiries: Decreased as emails proactively addressed FAQs, device usage and sizing questions

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• Consistent branding and user education early in the customer journey builds trust and reduces drop-off
• Working with external creatives is effective and refreshing when there are clear documentation, shared goals, and orderly design feedback loops

After careful analysis of the data, our next steps are to:

• Expand email flows to include post-purchase onboarding and retention campaigns

• Implement personalized product recommendations

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