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Email hub page
Collaborated with a cross-functional team of 5: design, content, research, product, and engineering. My responsibilities included competitor research, user mapping, flow audits, design, and iterations. I created low-fi prototypes for interaction testing and realistic prototypes for discovery and usability testing.
The latest UXR results were positive, showing increased user discoverability and a higher percentage of users reaching the editor. This helped us improve a KPI around users completing the creation > sending process.
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User feedback and data analysis revealed significant user frustration with the navigation and usability of the hub page. This frustration was evident in decreased efficiency and an increase in support requests, which indicated the need for a more intuitive and organized design. Our email flow completion KPI was declining due to many friction points in the process, one being this page and its lack of momentum. Users would stop when interacting with this page initially, or after completing an email and landing on this page. This caused friction to the point most users dropped. We also had a very similar feature on the dashboard that mimics this page, rendering it much less useful.
We needed a way to keep users moving, to preserve momentum after discovering the page, or by giving them more guidance when they return. The redesigned hub page resulted in higher user satisfaction and efficiency, with users reporting easier navigation and quicker access to tools. The redesign also led to a significant decrease in support requests related to usability issues, validating it's effectiveness.
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When working through layouts content, I realized I was focusing too much on the layout of the content and not as much on the value of each row. Once I stepped back and re-aligned with the end-to-end flow, I reduced the amount of content on the screen significantly, streamlining the path the user can take to access necessary tools but also discover new ways to improve their marketing or best next steps that could help move the needle. Next time taking an additive approach will same time.
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