Onboarding Emails
This project focused on redesigning welcome emails as an important onboarding touchpoint after sign-up. The goal was to improve how new users understand the product, feel welcomed, and take the next step.
I refined the email structure, visual hierarchy, CTA placement, and overall brand consistency to make the content easier to scan and more actionable. While the project leans toward communication and visual design, it also supports the broader user experience by helping users move smoothly from registration to product engagement.
COMPANY
CoPilot AI is an AI-powered sales enablement tool for outbound LinkedIn sales, helping teams analyze leads and create personalized messages to improve response and booking rates.
MY ROLE
UI Designer
TEAM
Communication Designer (me)
Product Marketer
SCOPE
Email Design
Visual communication
Onboarding experience
Brand consistency
TIMELINE
2024
TOOLS
Figma
Hubspot
CHALLENGE
Improving the first impression after sign-up
The welcome email is one of the first touchpoints users receive after signing up, but the existing experience didn’t fully guide users toward the next meaningful action. The challenge was to make the email feel clearer, more engaging, and more aligned with the product experience, while helping new users understand the value quickly and take action with confidence.
SOLUTION
Designed a clearer onboarding email experience
I redesigned the welcome email with a stronger visual hierarchy, clearer messaging, and a more focused CTA structure. By organizing the content around what users need to know first, the email became easier to scan and more actionable, helping users move from sign-up to product exploration more smoothly.
DESIGN PROCESS
Designed a clearer onboarding email experience
I redesigned the welcome email with a stronger visual hierarchy, clearer messaging, and a more focused CTA structure. By organizing the content around what users need to know first, the email became easier to scan and more actionable, helping users move from sign-up to product exploration more smoothly.
1
Rearch
Researched other companies' welcome and marketing emails and categorized the effective elements as follows:
Header at the Top of the Email
Not only in the email subject but also at the top of the email itself, making it clear what the email is about.
Visualized Steps for User Actions
In the original welcome email, all steps were listed in plain text, making them hard to follow, but colors and shapes have since been incorporated to emphasize each step.
Adding visuals to avoid a text-heavy look
Added product UI elements, illustrations, and icons aligned with the brand to make the email more visually engaging and easy to read, even if it’s lengthy.
Divider lines between sections for long emails
In long emails, divider lines visually separate information, making it easier to read.
2
1st Onboarding Email Mockups
Added headers and divider lines
Visualized steps for clarity, using color to differentiate between immediate actions and future tasks
Indicated the approximate time required for each step to encourage user action
BEFORE
2nd Onboarding Email
Added headers and divider lines
Enhanced readability for users seeking additional information by replacing simple link lists with icons and supporting details
BEFORE
3rd Onboarding Email
Added headers, divider lines, and visuals
Improved readability for users wanting more information by incorporating icons and supplementary details
BEFORE
3
Developing the email template in HubSpot
Coded the email using HTML/CSS in HubSpot, making sure the design could be implemented as a functional email template.
OUTCOME
Created a more polished and scalable email touchpoint
The redesigned welcome email improved the quality and consistency of the onboarding experience. It helped create a stronger first impression, clarified the product value, and provided a reusable visual direction that could be applied to future lifecycle emails.
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