Making it easier for marketers to connect to their audience
Role
Sr. Product Designer
Team
6 people
Year
2019, 11-months
A Brief Project History
Emma is known as the caretaker brand in our portfolio of brands. The nickname owes its origins to our support services team. Marketers that choose Emma, over say Campaign Monitor (our self-service product offering), often do so for peace-of-mind, as support is only a phone call away. The previous form builder required more care from support than almost every other feature, as it took away user’s time, patience, and ultimately, their potential for increased growth.
Although a modernized interface alone would significantly improve the form building experience, that much was clear (as it was the most legacy feature), the process for getting there wasn’t. Users were quite attached to specific aspects and functionality, which resulted in often surprising, sometimes frustrating, design considerations and challenges. This case study shows the journey, from launching an MVP form builder, to iterating towards a best-in-class form building experience.
Understanding what is
As a marketing designer and/or coordinator, forms are a crucial channel to drive audience growth increase. The legacy form builder was the second most support case load by call volume, second only to our email editor. The significance of this cannot be overstated, considering the editor is the most used feature in our app, and form builder isn’t even in the top 80% in terms of frequency of use.
Understanding what is: analytics could only be viewed at the campaign level in-app before insights
Investigating support cases
Talking to customers
Project outcomes
Healthy customer adoption at launch
Reduction in professional service requests
Spike in support cases
Increase in segmentation
Reduction in compare mailings use
Reduction in campaign level metrics
Increase in duplicating top content
Better group, segment, campaign management
2nd highest viewed webinar
Increased CSAT scores
Positive NPS correlation to insights use
Positive retention correlation to insights use
Whimsical was my go-to tool for early ideation and to share ideas with the team
My Process
The team had spent long months building out a new database that would support this new capability. They were ready to build, and with that came a lot of institutional momentum to design and launch something quickly.
When I joined, the product team had very little appetite for conducting more qualitative and generative research. They had already conducted market validation within this problem space, working with the product marketing team, and had interviewed a number of end users, and they were confident they understood the needs and the user.
I could see right away, that they were looking at the problems and user needs through the lens of marketing positioning and system constraints, and not through the lens of user experience.
So, I absorbed what they had, extracted what was useful, and translated it from market and business focused artifacts into user experience focused frameworks. I determined that it was enough to work with, but I gradually socialized the value of conducting deeper user, organizational and vertical-specific research.
How I got there
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How I got there
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
How I got there
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
How I got there
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.