KITH MARKETING
At Kith, I worked at the intersection of design and marketing to create a seamless ecosystem across email, app, social, and web. I built a scalable design system in Klaviyo, enabling the team to launch segmented campaigns—sneaker drops for one audience, apparel for another—while keeping every message consistent with Kith’s luxury aesthetic. Campaign assets were designed for amplification, flowing from email to Instagram to app notifications, and then back into one central funnel: the website, where transactions happened. This cross-channel approach not only reduced errors and sped up campaign launches, but also ensured every digital touchpoint reinforced Kith’s culture while driving customers toward conversion.
PRODUCT DESIGNER
MARKETIng
AI AND TOOLS USED
Adobe Suite
KLAVIYO
SOCIAL MEDIA PLATFORMS
FIGMA
CHATGPT
Midjourney
MAGNIFIC AI
KLING AI
PARTICL
Background
THE TEAM AND I saw opportunities to speed up campaigns and boost conversion by building a Klaviyo design system for faster, consistent emails and SMS, smarter audience segmentation, and cross-channel journeys that tied social, app, and web into one funnel leading back to the website. This unified approach improved efficiency, reduced errors, and turned every digital touchpoint into a driver for revenue.
CHALLENGE
Kith’s marketing was fragmented—assets were built in Photoshop, slowing launches and causing inconsistencies across email, app, and web. Without a unified design system or segmentation, campaigns were siloed. The challenge was creating a seamless Figma workflow that sped up production, kept designs on-brand, and funneled every touchpoint back to the website.
PROJECT DETAILS
ROLE: SENIOR PRODUCT DESIGNER
TEAM: 4 IN HOUSE 1 DEV OUT OF HOUSE
TIMEFRAME: 2 months
01 CREATE THE FUNNEL AND COHESIVE
Every touchpoint—emails built in Klaviyo, app notifications, and social posts—was designed to feed back into one clear funnel: the website, where transactions happen. By aligning assets through the design system, we ensured a consistent experience across channels while reducing friction. This cross-channel approach amplified awareness, guided users seamlessly through the journey, and ultimately turned marketing moments into measurable revenue.
02 BUILD DESIGN SYSTEM IN KLAVIYO
I extended the Figma design system I’d created for Kith WEB into marketing, building reusable components for Klaviyo, social, and app campaigns. After auditing existing assets, I translated them into scalable templates, tested with live campaigns, and refined for speed and consistency. This shift from Photoshop to Figma made launches faster, empowered production designers, and ensured every touchpoint—from email to social—stayed on-brand while driving users back to the website funnel.
03 SEGMENTATION
The goal was to move beyond one-size-fits-all campaigns by building a segmentation framework that aligned design with marketing. By tailoring assets for sneaker buyers, apparel shoppers, and collab hunters, campaigns became more personal, more engaging, and more effective at driving customers back to the website to purchase.
04 SOCIAL AMPLIFICATION
Social acted as the amplifier to Kith’s growing design system—extending campaigns built in Figma and Klaviyo onto Instagram, Twitter, and TikTok. This kept visuals consistent across channels while turning every post into a driver that funneled awareness and engagement back to the website.
DESIGN SYSTEM
DURING concepting phase, WE knew we needed to create a design system just like THE DESIGN SYSTEM WE had made in FIGMA for the website. Kith originally had 1 designer making the designs through photoshoP. THIS PROCESS WAS tidious, slow, and allowed a lot of room for error. Creating this system would then be easier for anyone on the team to jump on and populate the app.
RESULTS
Annual Net E-commerce Revenue
Kith’s online store generated approximately US $130 million in gross merchandise volume (GMV) in 2024, growing 15–20% year-over-year.
Faster Campaigns = More Users Reached
By replacing Photoshop with a Figma-based design system, campaign production speed improved by an estimated 30–40%. This allowed Kith to launch more segmented campaigns across email, app, and social—reaching a broader audience more frequently without sacrificing brand consistency.
Smarter Segmentation Through Reusable Templates
The design system was embedded into Klaviyo, enabling audience-specific templates (sneaker drops vs. apparel vs. collabs). Personalized campaigns have been shown to boost click-through rates by 20–25%, which directly increases traffic into the funnel.