Ridge Case Study

Campaign Production Framework

  • Ridge operated a high-volume lifecycle program spanning welcome, abandonment, post-purchase flows, and scheduled lifecycle campaign sends within a 7-person retention team.

  • Campaign production lacked structural consistency, reusable standards, and a governed intake process.

  • Led framework architecture, modular component design, visual language unification, and rollout across recurring marketing programs in collaboration with retention and content teams.

    • No structured intake within the design workflow

    • Ambiguous copy placement and CTA hierarchy

    • Manual, repetitive layout builds

    • Slack/email clarification loops

    • Inconsistent visual standards across lifecycle programs

    • Reviews handled per email rather than through governed structure

    Production velocity and brand cohesion were both constrained.

  • The system governed production across:

    • Welcome flows

    • Abandonment flows

    • Post-purchase programs

    • Scheduled lifecycle campaign sends

    • Recurring promotional initiatives

    Both automated flows and scheduled sends were built within the same Figma-based intake and component framework, ensuring structural consistency across all lifecycle output.

  • I built a Figma-native lifecycle production system that standardized intake, layout assembly, and review governance directly inside the design file.

    The system included:

    • Structured copy fields tied to section types

    • CTA placement logic integrated into layout components

    • Market and segment toggles

    • Campaign + Graphic ID assignment

    • Status tracking within the file

    • Modular component library for recurring sections

    • Standardized hierarchy and spacing rules

    The design file functioned as both intake interface and governed production environment.

    • ~30% sustained lift in CTR and revenue across redesigned lifecycle flows

    • ~40–50% increase in creative production throughput

    • Reduced clarification loops and revision friction

    • Unified visual standards across automated and scheduled lifecycle campaigns

    • Allowed a junior designer to navigate peak Holiday season output unassisted.