Constant Contact

Improved discoverability and activation for 400,000+ users

Increased activation metric by 28%

The Problem

The Solution

Design decisions

THE PROBLEM

Constant contact users struggled with understanding the structure and usability of the email editor. 54% had trouble finding features during discoverability testing, averaged across multiple studies. Only 25% of new users were 'activating' or sending their first email.

Discoverability

Activation

THE SOLUTION

Increased activation metric by 28%

THE OUTCOME

The redesign led to fewer support tickets, positive user feedback, and a 15% increase in task completion speed, resulting in higher email to send completion, improving activation.

Discoverability

Activation

My role

As the Lead UX Designer, I led the research, design, and implementation phases, ensuring a user-centered approach throughout the project.

Identifying the problem

As the Lead UX Designer, I led the research, design, and implementation phases, ensuring a user-centered approach throughout the project.

Identifying the problem

We conducted in-depth user interviews and observed numerous usability testing sessions to identify pain points. Users frequently expressed frustration with the cluttered interface, which made it challenging to find necessary tools and options quickly.
‍

The drag-and-drop feature was another major pain point; users reported that it was often unpredictable and inconsistent, causing disruptions in their workflow and significantly slowing down the email creation process. These insights were critical in understanding the scope of the problem and informed our redesign strategy

Takeaways

Effective communication and regular feedback loops ensured that everyone was aligned and that the design met both user needs and technical constraints. I learned the importance of flexibility in the design process, as well as the need to balance user feedback with practical implementation considerations. This project also highlighted the value of iterative testing and refinement, reinforcing that early and continuous user involvement is key to creating successful products.