SAP

SAP’s global email communications were fragmented with different teams used different templates, with no centralized design system.

The result: inconsistent branding, duplicated effort, and a lack of visual cohesion across markets.

Global Email System Overhaul

Redesigning SAP's Global Email System for Consistency at Scale

A fractured email ecosystem made global comms inefficient. I built a modular design system to unify UX across markets and teams.

The Challenge

SAP operates one of the largest enterprise ecosystems in the world. But their global email infrastructure was fractured:

  • Dozens of teams using dozens of templates

  • Inconsistent visual styles and branding

  • No unified UX patterns

  • No scalable system for managing communications across languages and regions

This complexity made it hard to maintain quality, stay on brand, and move quickly.

The Opportunity

Without a shared design system, email creation was inefficient and difficult to scale. The real opportunity wasn’t just a redesign, but rather it was a complete transformation:

A modular, adaptable email design system that could scale globally but flex locally, serving marketing, transactional, and internal teams alike.

My Role: Design Lead

I was responsible for the system’s strategy, design, and structure, including:

  • Auditing all existing email templates, layouts, and flows across SAP

    Identifying common UX patterns and inefficiencies

    Designing a modular email system in Figma to support flexibility and reuse

    Creating documentation to drive team-wide adoption

    Partnering with business units across multiple regions to ensure alignment and usability

I worked cross-functionally with developers, marketers, and brand stakeholders to ensure the system balanced structure with flexibility.

The Solution: A Scalable Email Design System

The final product was a modular, responsive system that solved SAP’s biggest pain points:

  • Reusable components for headers, footers, CTAs, and content blocks

  • Built-in visual variations for event invites, product updates, and transactional messages

  • Consistent brand implementation, even when localized across 30+ markets

  • Mobile-optimized templates with dark mode compatibility

  • Documentation and file structure designed for adoption across non-designer team

What It Enables

  • Faster production with fewer errors

  • Increased brand consistency across global teams

  • Better UX for end-users through tested, optimized layouts

  • A foundation for long-term scalability, governance, and localization

The system is currently being tested with SAP’s internal marketing teams and is on track for phased rollout later this year.

Figma · Adobe Illustrator · Email UX Frameworks · Brand Systems Thinking

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