Columbia Alumni Newsletter

This channel serves as the sole unified digital touchpoint connecting an international network of over 240,000 alumni. To reverse stagnant engagement and modernize brand perception, I directed an end-to-end UX/UI redesign and content strategy overhaul.

The Overview

The old newsletter suffered from declining open rates, low click-through rates, and narrative dilution. Alumni reported feeling disconnected from dense, unstructured content blocks that lacked institutional prestige. The communications team operated without a centralized design system, resulting in inconsistent formatting and lengthy production turnarounds in Salesforce Marketing Cloud.

The Results

+15%

Noticeable increase in unique clicks across links post-launch.

+8%

Unique opens = Re-engaged alumni across graduation cohorts

2.5 Months

Conducted research, wireframing, stakeholder alignment, and technical QA ahead of schedule

The Strategy

  • Quantitative & Qualitative Discovery

    Analyzed historical engagement data in Salesforce Marketing Cloud while conducting user interviews to map reader friction points and isolate priority content categories.

  • Prototyping and Iteration

    Translated user feedback into low-fidelity wireframe sketches to align executive stakeholders quickly on layout density, mobile legibility, and scannable visual anchors.

  • Build and Handoff

    Engineered responsive branded templates in Salesforce Marketing Cloud and delivered a design system and onboarding to empower the Marketing team for future builds.

Projects

  • The New York Knicks

    Bringing a holistic experience to an iconic brand - on and off the basketball court.

    Read More

  • Baby’s First App and Branding

    Toys and Products reviewed by people you trust (Concept)

    Read More

  • Capturing Columbia

    Modernizing Visual Asset Engines and Brand Storytelling

    Click Here

  • Proposal Design Systems

    Transforming complex academic priorities into high-impact visual narratives

    Click Here