Sajal Kumar
Product Designer
Motion Designer
Coder
Researcher
Maker
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Titan’s Email Designer
Plug-and-play email builder for small and growing businesses
Why Email Designer
Users wanted branding control
Plain emails didn’t cut it. They needed logos, layouts, and colour flexibility
Existing tools were overwhelming
Too many knobs, too much clutter. Most users felt lost in tools like Stripo or Klaviyo
LLMs fell short
Decent drafts, but chaotic edits buried in chat. No real design control
No end-to-end integration
Build in one tool, send from another. Copy-paste chaos. No seamless workflow
My Role
Created Labs survey questions and analysed user feedback across all channels
Did competitor research to benchmark gaps and complexity in existing tools
Designed the IA for how Email Designer fits into Titan’s existing email flow
Crafted end-to-end interaction design for the editor and template gallery
Defined personas & job stories, then designed templates to match real user needs
Business Impact
(first 20 days of launch)
100+
Upgrades to Titan’s Highest Plan. Biggest monetisation spike Titan has ever seen
40%
Users returned within 3 days of first use. A strong sign of early stickiness and value recognition
70%
Users sent their first “designed email” in one go. Smooth adoption, zero confusion
3000+
Blocks added or edited. Power users engaged deeply with the Email Designer
Voice of the Users
“We should have a few nice email templates to pick from. Or let me create a good-looking email myself”
“I want the email to have my brand’s logo and some design. Currently I can only send plain emails.”
“It would be great if I could customise the email with my brand colors, buttons, and add my product images.”
These weren’t isolated cases. This was a pattern. Users wanted more than plain emails. They wanted beautiful, branded, plug-and-play templates. But qualitative feedback wasn’t enough. We needed strong validation.
TITAN's Labs Experiment: Validating the Hypotheses
To validate user needs, Titan's Product Team often runs a Labs Experiment, a structured survey to get the pulse of both interested and non-interested users in an offering. My role here was to frame the questions based on the user feedback I already had.
Insights from the Labs Survey
Email Types Sent Often
47%
send welcome emails regularly
40%
send promotional emails
Personalisation Preferences
56%
personalise using branding elements (logos, colours, etc)
50%
focus on content customisation (CTAs, headers, images)
More Research
To dig deeper, I segmented users into two cohorts
COHORT 1
Users interested in Titan’s Email Designer
Not interested
Join the free beta
I visited their websites and checked post-subscribe emails and emails that kept coming after that
Findings✨
Most sent welcome emails and product/service emails subsequently
COHORT 2
Users not interested because they are using other tools
Not interested
Join the free beta
Did the same thing and analysed the emails built with those tools
Findings✨
Similar emailing patterns
Pain Points with Existing Builders
A snippet from my detailed competitor analysis
“Too many options… I end up spending hours tweaking padding and fonts.”
“It feels like designing a landing page, not an email.”
“I just want to send something that looks good — fast. Not fiddle with pixels.”
“I’m not a designer. I just want to get things done.”
These comments reinforced the same truth!
Titan's users did not want unlimited design freedom, they wanted design sanity. Simplicity, speed, and brand alignment without decision fatigue.
Key Takeaways from Research
Users need a simple, no-fuss tool to create branded welcome and promotional emails, fast. They want to plug in their logos, images, social links, and product promos and not deal with margins, pixels, or complex layout logic.
The Solution
I set out to build an editor that does one thing really well:
Let users build beautiful emails using pre-designed blocks, while still making the email feel like their own.
Inspiration & Exploration
To make block-based emails feel simple yet expressive, I studied real emails from both user cohorts, plus patterns from ReallyGoodEmails, Klaviyo, Stripo and our own inboxes.
What I noticed: most designed emails boil down to a handful of repeatable layouts. So I mapped them out and curated a system of modular, generic-but-flexible blocks that could work across industries.
The goal? Reduce decision-making. Empower users to focus on content, not design.
Personas & Job Stories
I distilled our research into focused personas and mapped their job stories. Then, I superimposed those needs onto the blocks I had designed.
I ran this exercise across all personas and their jobs-stories. Blocks that didn’t fit were refined or removed. If something felt missing, I didn’t create a new block for every job. Instead, I designed flexible layout blocks that could serve multiple needs without overcomplicating the system.
Below is an example.
Cynthia
Founder, Sleep & Craddle
Small business owner(Health and Wellness services)
Helps new parents and their babies sleep well from inception
Provide classes for new parents to take care of their babies
Has a paid subscription service for $100 per month providing access to premium content
Job to be done
When a new parent subscribes to Sleep & Craddle
I want to send a discount offer email highlighting premium services
So that I can drive conversions and long-term engagement
Bringing Email Designer to Life
Pre-made templates mapped to real jobs
Not just use cases but real job stories. Welcome emails, promos, announcements, newsletters — every template aligns with a real user goal
Plug-and-Play Builder
Add, remove, rearrange, and swap layouts on the fly. Every block is designed for speed and flexibility
Quick Content Generation with AI
Generate email copy with AI and drop in images using keyword-based search
Integrated into Titan’s Email Workflow
No jumping tools. No extra steps. Design directly inside the Titan composer. Insert, send, and track opens from the same space
Seamless IA Tailored to Real Behaviour
Reuse first, explore if needed. Saved templates appear upfront. Need to switch job story? Full gallery is just a click away
What’s Next? V2 Opportunities
Advanced Engagement Tracking
Currently, only email views are tracked. In V2, can enable click tracking for CTAs and links to better measure campaign performance
Personalisation with Variable Tags
Allow {variable} tags in copy fields, integrating with Titan Campaigns. One template → many personalised emails → sent via CSV upload
AI-Powered Template Generation
Let users describe the email type and job story, AI builds full templates using modular blocks
Adapts layout, tone, and visuals to user context
Offers multiple template options to choose from
Fall back to manual selection if needed
Progressive Monetisation Strategy
Currently limited to Titan’s highest-paid tier (ULTRA), restricting reach
Offer capped access to Pro & Premium users
Let users feel the value, hit the cap, prompt upgrade
A value-first hook that drives monetisation
Titan’s Email Designer
Plug-and-play email builder for small and growing businesses
Why Email Designer
Users wanted branding control
Plain emails didn’t cut it. They needed logos, layouts, and colour flexibility
Existing tools were overwhelming
Too many knobs, too much clutter. Most users felt lost in tools like Stripo or Klaviyo
LLMs fell short
Decent drafts, but chaotic edits buried in chat. No real design control
No end-to-end integration
Build in one tool, send from another. Copy-paste chaos. No seamless workflow
My Role
Created Labs survey questions and analysed user feedback across all channels
Did competitor research to benchmark gaps and complexity in existing tools
Designed the IA for how Email Designer fits into Titan’s existing email flow
Crafted end-to-end interaction design for the editor and template gallery
Defined personas & job stories, then designed templates to match real user needs
Business Impact
(first 20 days of launch)
100+
Upgrades to Titan’s Highest Plan. Biggest monetisation spike Titan has ever seen
40%
Users returned within 3 days of first use. A strong sign of early stickiness and value recognition
70%
Users sent their first “designed email” in one go. Smooth adoption, zero confusion
3000+
Blocks added or edited. Power users engaged deeply with the Email Designer
Voice of the Users
“We should have a few nice email templates to pick from. Or let me create a good-looking email myself”
“I want the email to have my brand’s logo and some design. Currently I can only send plain emails.”
“It would be great if I could customise the email with my brand colors, buttons, and add my product images.”
These weren’t isolated cases. This was a pattern. Users wanted more than plain emails. They wanted beautiful, branded, plug-and-play templates. But qualitative feedback wasn’t enough. We needed strong validation.
TITAN's Labs Experiment: Validating the Hypotheses
To validate user needs, Titan's Product Team often runs a Labs Experiment, a structured survey to get the Pulse of both interested and non-interested users in an offering. My role here was to frame the questions based on the user feedback I already had.
Survey Insights
Email Types Sent Often
47% send welcome emails regularly
40% send promotional emails
Personalisation Preferences
56% personalise using branding elements (logos, colours, etc)
50% focus on content customisation (CTAs, headers, images)
More Research
To dig deeper, I segmented users into two cohorts
COHORT 1
Users interested in Titan’s Email Designer
Not interested
Join the free beta
I visited their websites and checked post-subscribe emails and emails that kept coming after that
Findings✨
Most sent welcome emails and product/service emails subsequently
COHORT 2
Users not interested because they are using other tools
Not interested
Join the free beta
Did the same thing and analysed the emails built with those tools
Findings✨
Similar emailing patterns
Pain Points with Existing Builders
A snippet from my detailed competitor analysis
These comments reinforced the same truth!
Titan's users did not want unlimited design freedom, they wanted design sanity. Simplicity, speed, and brand alignment without decision fatigue.
“Too many options… I end up spending hours tweaking padding and fonts.”
“It feels like designing a landing page, not an email.”
“I just want to send something that looks good — fast. Not fiddle with pixels.”
“I’m not a designer. I just want to get things done.”
Key Takeaways from Research
Users need a simple, no-fuss tool to create branded welcome and promotional emails, fast. They want to plug in their logos, images, social links, and product promos and not deal with margins, pixels, or complex layout logic.
The Solution
I set out to build an editor that does one thing really well:
Let users build beautiful emails using pre-designed blocks, while still making the email feel like their own.
Inspiration & Exploration
To make block-based emails feel simple yet expressive, I studied real emails from both user cohorts, plus patterns from ReallyGoodEmails, Klaviyo, Stripo and our own inboxes.
The goal? Reduce decision-making. Empower users to focus on content, not design.
What I noticed: most designed emails boil down to a handful of repeatable layouts. So I mapped them out and curated a system of modular, generic-but-flexible blocks that could work across industries.
Personas & Job Stories
I distilled our research into focused personas and mapped their job stories. Then, I superimposed those needs onto the blocks I had designed.
I ran this exercise across all personas and their jobs-stories. Blocks that didn’t fit were refined or removed. If something felt missing, I didn’t create a new block for every job. Instead, I designed flexible layout blocks that could serve multiple needs without overcomplicating the system.
Below is an example.
Cynthia
Founder, Sleep & Craddle
Small business owner(Health and Wellness services)
Helps new parents and their babies sleep well from inception
Provide classes for new parents to take care of their babies
Has a paid subscription service for $100 per month providing access to premium content
When a new parent subscribes to Sleep & Craddle
I want to send a discount offer email highlighting premium services
So that I can drive conversions and long-term engagement
Bringing Email Designer to Life
Pre-made templates mapped to real jobs
Not just use cases but real job stories. Welcome emails, promos, announcements, newsletters — every template aligns with a real user goal
Plug-and-Play Builder
Add, remove, rearrange, and swap layouts on the fly. Every block is designed for speed and flexibility
Quick Content Generation with AI
Generate email copy with AI and drop in images using keyword-based search
Integrated into Titan’s Email Workflow
No jumping tools. No extra steps. Design directly inside the Titan composer. Insert, send, and track opens from the same space
Seamless IA Tailored to Real Behaviour
Reuse first, explore if needed. Saved templates appear upfront. Need to switch job story? Full gallery is just a click away
What’s Next? V2 Opportunities
Advanced Engagement Tracking
Currently, only email views are tracked. In V2, can enable click tracking for CTAs and links to better measure campaign performance
Personalisation with Variable Tags
Allow {variable} tags in copy fields, integrating with Titan Campaigns. One template → many personalised emails → sent via CSV upload
AI-Powered Template Generation
Let users describe the email type and job story, AI builds full templates using modular blocks
Adapts layout, tone, and visuals to user context
Offers multiple template options to choose from
Fall back to manual selection if needed
Progressive Monetisation Strategy
Currently limited to Titan’s highest-paid tier (ULTRA), restricting reach
Offer capped access to Pro & Premium users
Let users feel the value, hit the cap, prompt upgrade
A value-first hook that drives monetisation