Holaluz

OptimisationandbuildofemailcampaignsforoneofSpain’sleading100%greenenergycompanies.
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01

Project Overview

Every email, a chance to convert.

The goal of the collaboration with Holaluz was to turn email into a measurable conversion lever. The company was rapidly expanding its solar self-consumption service and needed a direct channel to guide users from requesting a study to activating their contract.

The challenge was to design personalised, accessible pieces optimised for an ongoing programme of A/B tests, making email a strategic tool rather than a secondary channel.

Fitxa

RoleUI/UX Design
Year2020
DisciplineEmail Marketing Design
SectorEnergy & Sustainability
FormatConsultancy
ClientHolaluz
UI/UX design of the email views in a mockup
02

User Experience

Reading behaviour to design the message

The experience inside an email is short, asynchronous and often passive: users arrive with limited attention and have to decide within seconds whether to move on or close it. I worked with the Holaluz team to understand at what point in the user’s journey each piece arrived and what action I was asking for. That reading let me prioritise information, calibrate the tone and define clear variables for each test, aligning design decisions with business hypotheses.

My contribution

  • Research and strategy: mapping the user’s touchpoints with the brand and identifying the critical moments of friction in each campaign.
  • Information architecture: a modular email structure and message hierarchy by profile and funnel stage.
  • User journeys: the full path from study request to final conversion, identifying the sends needed at each stage.
  • UX writing: strategic microcopy to build trust, reduce friction and make the next expected action obvious.
Modular email system: the six blocks of an email, fixed, A/B variable and personalised
Microcopy before and after: CTA, subject line, data request and sign-off, with the reason for each change
Campaign flow diagram, from the web form to the signed contract, with the recovery branch
Email layout grid: header, body and footer, with the spacing
Touchpoint map in seven steps, from request to contract, with the friction points
03

Prototyping

Prototyping in variants and validating with data

Each campaign was built as a matrix of variants designed to isolate one specific variable: visual hierarchy, CTA copy, personalisation or message structure. The aim was not just to send better emails but to establish a repeatable method that let the Holaluz team make decisions based on metrics rather than preferences, turning email into a system of continuous learning.

My contribution

  • Structural wireflows: the skeleton of each piece and its alternatives, keeping every element constant except the variable under test.
  • Variant system: 2 to 4 versions per campaign, ready to be served to random user segments.
  • A/B test validation: test structure, relevant metrics (open rate, CTR, post-click conversion) and reading the results.
  • Continuous iteration: each test’s findings fed into the next campaign cycle, consolidating the patterns that worked.
Holaluz email open in Gmail on a laptop
Email in Spanish, “¡Decídete por la energía 100% renovable!” (Choose 100% renewable energy!), on two phones in light and dark mode
04

UI Design

Interface design and email system

The second phase focused on building a visual system true to Holaluz’s identity (vibrant, warm and with a clear sustainability message) yet adapted to the channel’s technical constraints: old email clients, table-based HTML, dark mode and a wide range of devices. I developed a scalable component library so any new campaign could be built quickly without sacrificing consistency or quality.

My contribution

  • Email design system: a library of reusable blocks (hero, info cards, CTAs, legal footers) and a complete style guide (type, colour, spacing).
  • High-fidelity views: final design of every piece for mobile and desktop, with dynamic personalisation (name, city, local data).
  • Production-ready build: email HTML compatible with the main clients (Gmail, Outlook, Apple Mail), tested in light and dark mode.
  • Production handoff: files and specs prepared for smooth integration into Holaluz’s sending platform.
Seven of the campaign emails, in full
Seven more campaign emails, in full
Holaluz colour palette: primary, secondary, text and background
Campaign typography

A project of continuous learning. Email campaigns, often seen as minor pieces within a digital product, turned out to be an excellent lab for validating design and communication hypotheses with a direct impact on conversion. Starting from constraints forced me to be more precise with every decision.

Photos of solar panels on rooftops

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