Design Systems
Email Marketing
Strategy
The Challenge
Evolving a strong foundation into a global, mobile‑first, highly personalized email system.
Xbox needed to advance its email design system to better support global scale, mobile‑first behavior, and deeper personalization for millions of users. As audience expectations were growing, the team needed a flexible framework that balanced premium visuals with concise content while performing reliably across a variety of email clients and devices.
We delivered a more condensed adaptable system built on the strengths of the existing architecture and incorporated user research. The result included refined visuals and motion, tighter messaging, and modular templates with dynamic components to enable personalized high-quality experiences at scale.
Research showed that users preferred concise messaging and engaged more with personalized content.
This reinforced the need for stronger visual hierarchy, simplified layouts, and modules that could dynamically populate user data such as Gamerscore, rewards, and tailored recommendations.
We also identified workflow opportunities that would reduce manual-editing and enable campaign creation that is more efficient across global teams.
Ten Gun created three distinct approaches focused on impactful layouts, clarifying design components, modular flexibility and personalization–then merged the strongest elements into a unified system.
Through close collaboration with marketing partners, we refined visual components, validated mobile behavior, and ensured alignment with brand and accessibility standards. The final framework was documented in the Xbox Email Design Toolkit outlining component rules, layout patterns, content guidance, and shared standards.
Use the slider to compare the previous and new Xbox Email designs.
Sliding towards the left reveals the new design. Sliding right shows the previous design.
The Xbox Email Design Toolkit delivers a modular, mobile‑ready system built for global scale. Its flexible structure allows teams to assemble and adjust campaigns quickly while maintaining consistency across millions of sends.
Personalized modules enable richer, data‑driven storytelling without sacrificing clarity or brand integrity. With unified guidance and a future‑ready architecture, Xbox can create engaging, premium email experiences that scale to more than 3 billion sends annually.
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