Brief: 

Persona Nutrition’s user journey lacked cohesion and clarity, resulting in a fragmented experience that felt overly clinical and disconnected from the brand’s promise of personalized care. As the UI designer on the rebrand, I created a unified email design system and scalable template library that shifted the tone to be more supportive and human-centered, while introducing a structured lifecycle journey to guide users from onboarding through long-term engagement.

This cohesive framework strengthened brand trust, reduced cognitive friction, and delivered more consistent, accessible interactions across all touchpoints. By transforming email into a strategic product communication channel, the redesign supported improved customer retention, increased engagement, and enabled faster, more scalable campaign execution through reusable, system-driven components.