work / Zulily · 03 of 04

Zulily

senior UX designer · 2020–2022 · growth and personalization

Personalization for , and an A/B-tested redesign that lifted click-through .

Four versions of the new Zulily daily email built from one structure: trigger, trigger plus blog, app engagement plus blog, and trigger plus campaign

Final: four emails from one structure, with trigger, blog, app and campaign sets.

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Impact

~6%CTR lift, A/B-tested redesign

~16Memails a day

problem

Personalize a very high-volume email program across five markets, without an army of people hand-curating every send.

approach

I designed the personalization surface and a set of composable content primitives, expressive enough that a deterministic engine had a wide, well-formed set of choices.

outcome

unique, automated emails a day, and the morning of manual curation went away. An A/B-tested redesign shipped a .

How it's built

4 components · ← → to step through

U1 · pipeline1 / 4

per-recipient assembly

Every email was assembled for one person: subject line, hero, stories and call to action, chosen from live inventory and that person's click history, across five markets, with nobody hand-curating sends. The ML team owned the models; I owned the surface and the rules.

receipt

see it · slide 6