This project focused on designing a product discovery email for a fashion brand, Duo Couture, with the goal of showcasing outfit inspiration while guiding customers toward exploring and purchasing items from the collection. The email needed to balance visual appeal with structure, creating a smooth browsing experience similar to what customers would expect on a website.

The initial challenge was that the brand’s email communication lacked a clear shopping flow. While they had strong visuals and a variety of products, the way these elements were presented did not guide the customer effectively. Users could see the products, but they were not being led through a structured journey that encouraged exploration or purchase.

Another issue was the way content was organized. Multiple product categories, outfit inspiration, and promotional elements were included, but without a clear hierarchy. This made the email feel more like a collection of sections rather than a cohesive experience. On mobile, this became even more noticeable, as the lack of structure made it harder for users to navigate and stay engaged.

There was also a gap between inspiration and action. The brand wanted to showcase outfits and styling ideas, but the connection between those visuals and the actual products was not strong enough to drive conversions.

✔ The solution began with restructuring the email into a guided browsing experience. Instead of presenting all content at once, the layout was organized to mirror the way users naturally shop. The opening section was designed to capture attention with a strong visual and clear entry point into the collection, immediately setting the tone for the rest of the email.

✔ From there, the content was arranged into distinct sections that each serve a purpose. Outfit inspiration leads into product displays, which then transition into curated selections. This creates a natural progression where users move from seeing how items can be styled to discovering individual products they can purchase.

✔ To improve clarity, the hierarchy of information was refined so that key elements stand out without overwhelming the design. Product images were given enough space to breathe, while calls to action were placed consistently to ensure users always know where to click next. The layout was also optimized for mobile, maintaining the same flow while ensuring readability and ease of navigation on smaller screens.

✔ The connection between inspiration and shopping was strengthened by aligning visuals with product placements. This ensures that when users see an outfit they like, they can easily find and explore the items that make up that look.

The final result is an email that feels less like a static promotion and more like a curated shopping experience. It allows users to browse naturally, discover products, and move toward purchase without confusion. The client noted that the new structure made their emails feel more organized and aligned with their brand, while also making it easier for customers to engage with the content and explore the collection.

Project description: This campaign wasn’t about discounts. It was about inspiration. The client wanted customers to visualize themselves in the outfits.

Klaviyo

Figma

Email Design

Email Template

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