We addressed a major issue on the Adroll platform by redesigning cumbersome email templates that were driving users to competitors. Our solution improved usability, boosted customer retention, and enhanced the overall user experience. Key improvements included:
We launched a user-friendly email template design, enabling users to easily access, edit, create, and manage their templates, leading to a more satisfying user experience.
Our efforts focused on:
Actionable Users: Those using creative content in campaigns.
Creative Users: Those generating the content.
To ensure these features were easily accessible, I restructured the product’s information architecture, resulting in seamless integration and a smoother user experience.
Adroll, an ecommerce marketing platform that gives growing D2C brands.
As a Senior Product Designer, I oversaw the entire design process, from crafting UX strategy and mapping customer journeys to developing UX/UI designs and a new design system palette. I collaborated closely with the development team, engaging in UX scrums and problem-solving for swift delivery. My role also included user and market research, ideation, managing design implementation, testing, and post-launch user analysis.
Collaborated closely with a team of five engineers, the product manager, and other leadership stakeholders to ensure swift delivery.
4 months
Email templates are difficult to find due to their placement within the campaign flow, complicating navigation.
Insufficient differentiation between the two main types of users leads to broader UX issues.
Templates are hard to locate within the campaign creation process, making them difficult to manage.
Users cannot edit, delete, or organize templates, complicating template maintenance.
The process for customizing templates is unclear and user-unfriendly.
Names are only visible upon preview, making it hard for users to identify and select templates.
Users cannot use “Save As” or edit template names, restricting efficient template management.
Our current template management system lags behind competitors and the tools customers are already using. This lack of functionality reduces the likelihood that customers will adopt our email product, as it doesn't meet their needs effectively.
Over the past 90 days, only 13% of customers who created a campaign have gone on to launch it, indicating potential friction in the campaign creation process.
Building email templates that adhere to a customer’s complete brand guidelines is a lengthy process. Our current product lacks the ability to quickly generate templates that already align with these guidelines.
Find a prominent location for the “Email Templates” feature that ensures easy access.
Evaluate the current left-hand navigation bar and make targeted adjustments to enhance usability and facilitate easier access to email templates.
Creative Users: Focus on those who manage and edit templates.
Actionable Users: Focus on those who use templates to send campaigns.
Determine how to distinguish and cater to the needs of Creative users versus Actionable users
Designing the Details
Analyze and address the specific needs and differences between accessing templates via the library versus through a campaign.
Clearly outline the project’s goals and boundaries.
Set a timeline for completing the implementation.
Identify and address any technical limitations.
Ensure the solution integrates seamlessly with existing design systems and standards.
Users can preview and apply themes to customize their templates.
Users cannot edit, rename, duplicate, or archive templates directly under the "Themes" tab.
When a user selects "Use Theme," the theme is autosaved under "My Templates" with a default name (e.g., “Themename_copy”).
Includes user-created templates from themes, branded templates, or the code editor
Users can preview, edit, rename, duplicate, and archive templates.
Templates under "My Templates" can be archived or unarchived.
Archived templates can be restored to "My Templates" if needed.
Macro & Micro-Interactions
Retain current hover interactions to ensure consistency.
Introduce an "ellipsis" menu for managing templates and archives, providing options for actions like editing, duplicating, and archiving.
Display a typical "Empty State" when no templates have been created.
This empty state will be shown in both "My Templates" and "Archive" sections.
Translating Design to Implementation
Developed comprehensive documentation to support design implementation.
Produced demo videos to illustrate new features and guide users through the changes.
Made necessary adjustments to the existing design system to accommodate new features.
Conducted thorough E2E testing to ensure functionality and user experience were up to standard.
Provided detailed documentation for a smooth transition and effective handoff to development teams.
Implemented updates to the design system based on new requirements and feedback.
Bug Identification: Detected and addressed bugs during staging and production phases.
FullStory Analysis: Monitored user interactions post-launch using FullStory to understand how users engage with the new email templates features.
In our effort to enhance user interaction within the existing email templates, we identified and addressed several key areas for improvement. Our approach was comprehensive, considering the multiple touchpoints within the product that this new feature would impact.
Tackling autocomplete was the first step in our journey toward search personalization. As the user's initial interaction point, ensuring a smooth and seamless experience was essential. Although the "first letter trigger" was the final piece we implemented, earlier improvements—such as refining result formats, updating icons, enhancing micro-interactions, and applying a dark overlay during searches significantly boosted user engagement and conversion rates.
Improved Template Management: Users can now create, edit, manage, and access their email templates with greater ease.
Reduced Friction: Minor issues, like renaming and saving templates, have been addressed to streamline the workflow.
Tailored User Flows: We established distinct user flows to better serve the needs of creative users and actionable users.
This project was a collaborative effort between the engineering team, designers, and product managers. We worked closely together from inception to release, fostering a truly collaborative environment. This experience not only strengthened our team but also provided valuable learning opportunities for everyone involved.
