In my Design Lead role at Chegg—I assumed the responsibility of spearheading initiatives, nurturing talent, and providing artistic direction for their endeavors. It's important to note that while I orchestrated these endeavors, none of the actual work below was executed by me personally.

email design system

There was a big problem with our emails; they lacked consistency, took weeks to create and designers would spend hours recreating frequently used modules. Needless to say—things were a bit messy. Along with our stellar designer, I led the project of creating a scalable, personalized component based design system in order to maximize time and put focus towards bigger initiatives.

We did an audit of all the current emails, strategized on the approach and tacked it by creating a flexible, easy to use design system that all designers were trained on. The end result reduced creation time by 75%, and eliminated errors and inconsistencies by a whopping 87%.

My role was to think of the strategy, align stakeholders on the timeline, pivot on changes, prep the designer for presentations, review and approve work and support the designer from conception to completion.

Designer: Veronica Page | Tool: Figma

The digest email refresh

The Digest is our weekly newsletter to registered non-subscribers (members). It is the main channel we use to communicate with, (and re-engage students) about the latest Chegg news, product launches, student perks/promotions, and college life advice.

We were tasked with making The Digest faster, more efficient, and scalable and more engaging, effective and personalized. So we focussed on 1) creating a flexible, modular template that is fast and easy to build week over week (tapping into our email system design) and 2) create a strong branding with clear articulation of the newsletter’s value and POV.

My role was to brainstorm with the working team on how we wanted to brand this, and approach the new template from a strategic standpoint. Align with several stakeholders and reviewers, pivot on changes, prep the designer for presentations, Art Direct the creative executions, and support the designer from conception to completion.
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Designer: Veronica Page | Copywriter: Krystal Alvarez | Tool: Figma and Illustrator

We started off by brainstorming new ideas for a name. Lots of options were thrown around, but the top 3 names we suggested were The Student Weekly, Learning Curve and Free Snacks. From the 3 names—Learning Curve was the one chosen by stakeholders.

We then created a few ways in of what that could look like.

internal communications

This is just one example of many internal projects I have led, everything from branding an event, to designing pins for team appreciation giveaways. On these projects I would work with different designers to brainstorm on different directions, prep the designer for presentations, Art Direct the creative executions, and support the designer from conception to completion.

For this particular project, the team that asks us for help suggested that we do a basic ribbon award with "SAT" in the middle of it. We thought we could do better, and did more digging. We asked if they had a theme on the team and turned out that Llamas was their mascot! We took that into consideration and also gave them other options that spoke to the type of work this team did. The end result produced 3 different concepts and Llama ended up winning the pick!
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Designer: Chaella Dent