Email creation optimi-zation

Overview

This project focuses on a growth experiment aimed at identifying (and providing a solution for) critical errors earlier in our activation funnel. Our hypothesis was: by detecting and addressing blocking issues earlier in the funnel, we can increase the likelihood of users successfully completing a key workflow within our activation funnel.

Role

Product designer

Design ideation facilitator

Research (collaborator)

output

Sacrificial designs

Final experiment mocks

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Problem

Innovation on our native mobile experience was stagnating due to existing technical limitations and lack of organizational alignment

Innovation within the company faced challenges stemming from existing technical constraints and the need to align various organizational efforts.
Goal

establish a beacon for what our mobile experience could be, write a short story with visuals about that experience, then present my work throughout the org

This project aimed to explore a vision for the future of our mobile experience then communicate it company-wide. The project focused on innovating boldly and gathering feedback from the organization. After completing the project, I presented internally, and the deliverables were designed to convey the story independently, ensuring clarity even in my absence.
Discovery

during discovery I leveraged fresh customer segment research to flesh out the main character of my story: samus

---------------used recently updated customer segment data from our research department targeted the segment with the lowest representation in our user base: Digital products segmentthe digital products segment also represented our highest ARR / ARPUthese users jobs to be done were topromote and sell digital goods and servicesre-engage usersget their users to download and or upgrade
Discovery

A short story about samus aran, a native mobile mailchimp user in the ambiguous future

----------A story that captured the key moments and features from the overall solutionIncludes visuals from prototypesTold through the lens of a fictitious user named Samas Aran that aligned to our Digital Products user segment
Read
Output

Physical prints

-------Printed via the massive industrial printer we had on site then pinned to large foam board to live on display An output for the “share it throughout the org” goal
Output

prototype

Download
Built in Principle
This prototype was built due to consistent questions I was getting feedback about the workflow
-               I used this prototype after I finished presenting while fielding questions
A high fidelity wireframe of a Recommendations bottom sheet for a mobile applicationA high fidelity wireframe of the results of a campaign on a mobile deviceA high fidelity wireframe of the results screen of a campaign but all of the metrics and data visualization have been abstracted out
A high fidelity wireframe of a populated brand builder experience on a mobile device
Solution

On-boarding

- These visuals illustrate the different key views within the workflows for each part of the narrative
A visualization of the workflow between screens for the onboarding experience
Output

Goal setting

--------These visuals capture the experience of setting your goal
A zoomed out view of how the different screens in the goal setting experience are related
A high fidelity wireframe mock of the view a user would see when they are building out their goal
A high fidelity wireframe of the results of a campaign on a mobile device
Solution

Goal completion + Recommendations

---------Once the campaign has completed, we provide a set of recommendations based on how they relate to the established goalsThis ensures that with every completed campaign, the following campaign will be even more optimized based on results
A zoomed out view of how the different screens in the goal completion experience are related to one another.
Results

-------one of many, many projects that would go on to inform redesign efforts that would take place years later

---------Years after I finished this project there would be a massive effort toward redesigning MailchimpSo many of my colleagues at this time put together awesome, innovative ideas for what that might be likeThis project was only one of thoseAll of these separate explorations would later go on to inform strategic decisions about the redesign

Collaborators

  • Design Director
  • Design Manager
  • Mailchimp Research

That's a wrap for this project!

See more of my work from

MailChimp

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