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Optimized Constant Contact's brand creation flow to boost activation
As Lead Designer, I focused on lo-fi interaction prototyping, AI-driven color mapping, and research analysis to drive the project's success.
Across the span of the initiative and important KPI, activation, improved by 23%
83
%
34
%
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Research showed that users engaged more with the platform when their brand was clearly represented in their emails and templates. However, the tools available didn’t make it easy to organize and use brand assets efficiently, which was a problem for maintaining brand consistency. Our research and user feedback indicated that users often struggled with applying their brand consistently across their marketing materials. They found it frustrating to locate and apply brand assets, which led to inconsistent branding and lower engagement.
Post-implementation, we saw a marked improvement in user satisfaction and engagement metrics. Users reported spending significantly less time managing brand assets, which allowed them to focus more on strategic tasks. The consistent application of brand elements across campaigns resulted in a more polished and professional brand image. Positive user feedback confirmed that the new system was intuitive and efficient, meeting the project's goals and validating our design approach.
Working on BrandKit underscored the value of thorough user research in identifying and addressing core issues. The collaboration with cross-functional teams, including developers, marketers, and stakeholders, was essential in creating a solution that was both effective and implementable. This project also highlighted the impact of simplifying complex tasks, demonstrating how effective design can significantly enhance user experience and productivity.