CMS for 1 Billion subscribers
INTRODUCTION
An essential part of marketing and growth for Booking.com is email marketing. Until 2023, all marketing emails were designed and coded individually, which led to slow turnaround times, frequent errors, and inconsistencies in branding and design.
RESPONSIBILITES
My role as the UX design lead was to collaborate closely with the agile product team, research and design the best CMS platform that helps our content designers and marketing specialists deliver emails in record time.
THE SCALE
With well over 1 billion subscribers and more than 200 million daily emails, along with tens of data points per message, we set out to design a custom CMS. This process began with research into the existing workflow, identifying bottlenecks, and assessing the limitations of off-the-shelf solutions.
Anatomy of a
Booking.com
Marketing email content
wireframes
I began with a competitor analysis to uncover gaps and opportunities in existing solutions. To refine our direction, I studied popular CMS platforms and identified the most essential features and workflows. These insights informed our wireframes, which blended industry best practices with our product’s unique needs.
Issues
One of the main challenges we faced early on was the back-and-forth around deciding which features should be prioritized for the MVP. Aligning stakeholders on what was truly essential required multiple discussions and iterations. This process helped us clarify our goals and focus on delivering the most impactful features first.
WIREFRAME & HIGH FEDELITY
My role included designing both wireframes and high-fidelity prototypes for the software, ensuring a clear progression from concept to polished interface. I collaborated closely with engineers to evaluate feasibility and define the most effective user experience. Together, we shaped an intuitive authoring interface that balances usability, functionality, and technical constraints, delivering the best possible experience for our users.
Conclusion
The solution has been successfully built and is now actively in use. It have cut a process that use to take 2 weeks into hours. We are continuously iterating on the system to meet evolving user needs and improve with more newer features like A/B testing, AI copilot and lots more.