Lufthansa Newsletter World
As the Creative Lead for Lufthansa’s newsletter team, I was tasked with optimizing the newsletter modules to elevate engagement, enhance customer experience, and strengthen brand communication. The project was structured around three primary categories: Inspiration, Activation, and Brand & Product Communication, each requiring a tailored approach to align with the audience's needs and the company's objectives.
CHALLENGE:
The primary challenge was to enhance the effectiveness of Lufthansa’s newsletters by crafting engaging, visually captivating content that resonates with a diverse range of audience segments. This included international travelers, various age groups, and individuals journeying for both business and leisure. Furthermore, we sought to optimize the design for improved content organization, clarity, and interactivity, using dynamic visuals to meet the unique needs of each group.
SOLUTION & MY ROLE:
As Creative Lead, I oversaw the art direction, design, and execution of animated elements to enhance user experience and reinforce Lufthansa’s brand messaging. I focused on creating a cohesive, visually engaging design. To optimize the newsletters, we used:
IMPACTS & RESULTS:
The redesigned newsletter modules resulted in measurable improvements:
Overall, the project achieved its goal of enhancing the user experience, improving engagement metrics, and strengthening the Lufthansa brand, driving greater customer satisfaction and loyalty.
Feel free to reach out if you'd like
to know more about this project:
CHALLENGE:
SOLUTION & MY ROLE:
- A/B Testing: We tested layout, CTA placement, and animation styles to find the most effective designs.
- User Pattern Analysis: Heatmaps and click-through data helped us improve content placement for easier access to key information.
- Continuous Improvement: Insights from testing and analysis drove refinements, boosting engagement with dynamic content.
IMPACTS & RESULTS:
- Increased Subscriber Engagement: The new design fostered more interaction, with higher click-through rates (CTRs) and increased engagement with key content.
- Improved Navigation: Subscribers found the newsletters easier to navigate, and the information was more accessible, leading to a more satisfying user experience.
- Brand Consistency & Recognition: The use of dynamic content aligned with Lufthansa’s premium brand and contributed to a more cohesive brand experience across all communications.
Overall, the project achieved its goal of enhancing the user experience, improving engagement metrics, and strengthening the Lufthansa brand, driving greater customer satisfaction and loyalty.
Feel free to reach out if you'd like
to know more about this project:
COMPANY
Lufthansa
MY ROLE
Creative Lead, Art Direction, UI/UX
PROJECT TYPE
Product Design & Email Marketing
YEAR
2018–2024
TEAM
3 Art Directors, 3 UX Designers, 3 Copywriters
MODULE OPTIMIZATION
The objective was to refine layout, functionality, and visual elements to better engage readers and ensure a seamless user experience.
The optimization began with analyzing existing modules to identify areas for improvement:
- Layout & Content Flow: Restructured to ensure intuitive navigation, with optimized headers, CTAs, and key sections to boost interaction.
- Visual Design: Updated with modern trends, dynamic visuals, and clear typography to appeal to the target audience.
- Mobile Responsiveness: Ensured compatibility across devices using responsive design principles for seamless viewing.
Each element underwent A/B testing to measure user engagement and effectiveness. The final design significantly improved user interaction and made the content more visually appealing, resulting in better performance across key engagement metrics like click-through rates (CTR).
INSPIRATION
The Inspiration newsletter was designed to ignite excitement and spark curiosity among subscribers. The core of the design focuses on evoking the emotions tied to unforgettable travel experiences. Through the thoughtful selection of stunning imagery and compelling calls-to-action, the goal was to create a design that is both aspirational and practical. This category also made use of dominant seasonal themes for special occasions like Valentine’s Day, Christmas, and other celebrations, adding a festive touch to the content. To further enhance engagement, dynamic elements such as subtle animations were incorporated, turning each module into an experience that encourages subscribers to explore new destinations, exclusive offers, and unique experiences.
ACTIVATION
The Activation newsletter was designed to drive immediate action and motivate subscribers to book their next journey. The focus here was on providing clear, concise, and compelling content that highlights specific destinations and offers. Each module was carefully crafted to maximize user engagement, using strong calls-to-action (CTAs) that direct users to purchase flight tickets. To make the offers even more enticing, we featured a variety of price modules, emphasizing limited-time deals, exclusive discounts, and special promotions. The goal was to create an engaging experience that encourages subscribers to take the next step toward their travel plans with ease and confidence.
BRAND & PRODUCT
The Brand & Product newsletter highlights Lufthansa’s premium offerings, such as the Allegris seat concept and signature products like the Avionic drink. Animated images are incorporated to bring these innovations to life, adding dynamic visual appeal and enhancing user engagement. Practical services like online check-in and self-baggage drop-off are prominently featured with intuitive buttons and clear calls-to-action. The overall UI ensures a seamless, visually appealing experience that reinforces the Lufthansa brand, promotes customer loyalty, and keeps subscribers informed about top-tier products and services.
© 2025 Sedef Aydoğan Coşkun, as well as the companies, colleagues and agencies involved.