One of the first things I noticed and wanted to change after starting at TaxAct was the way we present our company through email, which is the biggest channel for retaining our customers. On the left you will see the new design that I created and on the right was what emails looked like when I started. The old design was very link heavy which I felt made it hard to read. The hero image was very text-heavy, so I created guidelines to only have three things displayed in the hero: the product name, price and CTA. The design overall felt very blocky or chunky with little to no flow, so I wanted to create a more cohesive design from the hero image all the way down to the footer. I also created templates for our newsletter emails and transactional emails to match this new style.