Team: Product Design + CX + CRM
Duration: 6 months
lead product designer
content design
email delivery system
final designs
Responsive, on-brand, and editorially flexible
These recent campaigns shows our new email delivery system in action across Global Player, LBC & Classic FM brands.
I designed these layouts using our design system colours and typefaces, with full responsiveness and theme adaptability across all Global Stations.
I also introduced gallery-style modules to promote playlists and podcasts in a more editorial layout.
The Problem
Global's Engagement Marketing team needed a scalable, flexible system that could keep up with an evolving product ecosystem, such as Global Player and the new LBC app. The old templates felt outdated, rigid, and didn’t nicely promote the range of content types we push daily: live radio, videos, playlists, podcasts, and articles.
The Fix
I redesigned the entire experience with two goals:
Empower editors with flexible modules they can customise in Taxi, without breaking layout or brand guidelines.
Align comms visually with our products across mobile and web, while supporting multiple content types and brand identities across light and dark themes.
Aligned branding: Templates now reflect the newer Global Player app and LBC app styling.
Smarter content modules: More flexibility with new image-only formats, responsive multi-item content modules, and optional ‘signpost’ headings for added context and personalisation.
Mobile and dark mode optimised: Seamless rendering across all devices, anytime.
Footer upgrades: Better supports business goals with Global Player branding and Alexa listening prompts.
The impact
A month ago, we rolled out our new Global Player templates across all 8 Global brands: LBC, Capital, Capital XTRA, Heart, Radio X, Classic FM, Gold Radio, and Smooth Radio.
While we're still collecting engagement data and experimenting with messaging campaigns, the impact after 1 month has already been MONUMENTAL:
Record-breaking engagement:
Our Classic FM Hall of Fame email hit a 19.9% click-to-open rate – that’s 25% higher than last year and 147% above brand average! Plus, an incredible 111% open rate thanks to repeat opens, and 10.5k button clicks to open the Top 300 article alone.
Month-on-month lift in content interaction:
A/B tests on the Competition Newsletter (new vs old template) showed a 36% increase in individual competition click through. This email also had the highest app sessions in April, with 30,000 driven on the send day.
No dip in email inbox deliverability (Our no.1 priority!).
Thanks for reading!
Full case study coming soon.
