Welcoming New Users to the Product and Its Features
Mozilla VPN is a virtual private network—a subscription service designed to protect users’ connections and enhance online privacy across devices. I was tasked with redesigning the onboarding email journey as part of the lifecycle marketing efforts to increase retention across six languages.
As the Senior Designer on this project, I led discussions with stakeholders, managed the workflow and structure of the email journey in collaboration with the Messaging Lead and their team, and oversaw the final visual design, working alongside our in-house Visual Designer.
The problem
The previous onboarding emails had low open and click-through rates. They contained outdated product information, and key details were buried under cross-selling advertisements. Although users had already subscribed, they were not engaged, leading to a decline in subscription renewals.
The solution
We refocused the emails on Mozilla VPN and its subscribers, emphasizing the benefits, features, and support available with their new account. The tone remained conversational while still including technical details. Key information, such as links to support, was repeated to improve accessibility.
For the visual design, we prioritized accessibility and cross-inbox compatibility, refining the existing Mozilla VPN design system to enhance usability.
Outcome & Impact
The redesigned emails were clear, focused, and easy to navigate. Using a modular content block system allowed for faster email creation, easier translation, and seamless A/B testing to optimize performance.
Closing Statement
Although my time at Mozilla ended before the emails were launched, this project reinforced the importance of systematic design, iterative reviews, and close collaboration with content teams to create scalable and effective marketing assets.
