Browse abandonment flow
Abandoned cart flow
Welcome flow
Sur Coffee Email Flows
I directed the visual and UX approach for Sur Coffee’s lifecycle email, working on contract through Weir Creative. I audited the current flows and analyzed drop‑offs, then redesigned the welcome, browse abandonment, and abandoned cart flows, shown here against the originals. The result is a modular template system with a clean, modern layout and a brand‑true voice, developed in collaboration with copy. The redesigns come in desktop and mobile versions built from the same blocks: lifestyle photography, short headlines, product cards with colorful bag art, café locations, and stories like the Gaviota blend with a farmer portrait. I led concept development and A/B testing across email and web. The system accelerated updates, ensured consistent aesthetics, and increased engagement while keeping Sur Coffee’s inviting tone. The wider program, which also covered direct mail and in‑store promotions, lifted conversion rate from 2.8% to 3.6%.