Project Overview
This project started by understanding YoungLA’s audience, people who care about fitness, self-improvement, and looking good both inside and outside of the gym. Because YoungLA’s emails are very image-heavy, I wanted to create a flow that still matched their visual energy but was more accessible, easier to read, and optimized for a wider range of customers.
Once the audience and voice were defined, I outlined the structure of the welcome flow and mapped out what each email needed to achieve. I wrote initial copy frameworks in Google Docs to establish a clear hierarchy for each message. From there, I reviewed similar brands and examples on ReallyGoodEmails.com to get inspiration for layouts that matched each email’s purpose. After the messaging and hierarchy were solid, I moved into Figma to design the full set.
Before the welcome flow begins, I created a pop-up form designed to capture new visitors entering from ads or social media. The form’s timing, targeting, and messaging were intentionally simple to reduce friction and make sure it only showed to the right people at the right time.
Each email in the flow has a specific job: introduce the brand, build connection, highlight bestsellers, overcome objections, introduce urgency, and give a final personal reminder. The layout of the flow is intentional and gradually gives subscribers the information they need to feel confident purchasing for the first time.
Overall, this project shows how I approach lifecycle strategy, copy structure, audience understanding, and visual hierarchy — creating a complete experience that feels thoughtful and easy to navigate.
