Team
My Role
Lead Designer & Researcher
Timeline
7 weeks
Context 👀
About Insider: Marketing tool for brands to connect with customers via push notifications, WhatsApp, Email etc.
Brands operating across multiple markets had no way to send one campaign in several languages. Every additional market meant a duplicated campaign, re-entered by hand. The objective was to let users manage multiple language versions of a template within a single campaign, and target each version at a specific locale based on language and country.
Problem Statement 🥲
Users running campaigns across markets had to duplicate an entire campaign for every language, then re-enter the subject line, preheader, design and UTM parameters by hand. There was no way to preview what a recipient in a given market would actually receive, and localization could not coexist with A/B testing. What looked like a quick duplication in the panel was, for partners who used it less often, a repetitive multi-tab process that discouraged them from communicating in their audience's language at all.
Solution 💡
We designed localization as a layer on the existing campaign flow rather than a separate product. Users define reusable Locales once by pairing a language attribute with a country attribute, then switch localization on inside any campaign to add locale variants as tabs. Each variant carries its own design, its own live preview, and optionally its own send time. A pre-launch validation gate blocks the campaign until every locale variant is complete.
Impact 🚀
Partners created an average of 4.2 locale variants per localized campaign.
82% reduction in duplicated campaigns across multi-market accounts.
Helped us close the market gap and unlocked a few deals especially in the LATAM market.
Interested in Research? Explore the process 👀
Supporting attributes we did not define
I designed locale creation around whatever attributes a partner already collects, standard or custom.
I built the validation matrix covering every failure mode per locale variant, across design completeness, unsubscribe tags and RSS tags.
One campaign, many locale variants, with a live per-locale preview
Adding a locale adds a tab, not a campaign. The preview pane renders that locale's actual email, so users proof Spanish copy without sending a test to themselves.
Generate translations in a click
Our AI translation lets our users create a language version without rewriting a single field. They pick a target language, hit generate, and the subject line and preheader come back ready to edit.
Track performance by market
Our intuitive drag-and-drop editor makes it easy to customize our pre-built templates to match our user’s brand's unique style. Our users can simply choose a template from our library and modify every aspect of the design, from colors and fonts to images and content.
