Mailchimp Mobile Vision Setting

Overview

In this project I was tasked to look 5 years into the future and explore how Mailchimp on mobile could be a compelling offering to compliment our customers’ journeys.

In addition to prototypes and visuals, I was asked to present this work in the form of a story from the perspective of a fictitious user.

Role

Product designer

Design ideation facilitator

Research (collaborator)

output

Sacrificial designs

Final experiment mocks

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Problem

Innovation on our native mobile experience was stagnating due to existing technical limitations and lack of organizational alignment

Faced with technical constraints and organizational misalignment, our native mobile experience's innovation had hit a standstill. This project explores the challenges we encountered and the strategic shifts implemented to reignite progress and creativity in our mobile development.

Goal

Crafting a Vision for Mobile: Storytelling, Visualizing, and Presenting Across the Org

This project aimed to explore a vision for the future of our mobile experience then communicate it company-wide. The project focused on innovating boldly and gathering feedback from the organization. After completing the project, I presented internally, and the deliverables were designed to convey the story independently, ensuring clarity even in my absence.

Discovery

Leveraging New Customer Research to Shape My Main Character: Samus

For our future implementation of Mailchimp on mobile, we utilized recently updated customer segment data provided by our research department. Our focus was on targeting the segment with the lowest representation in our user base, which is the Digital products segment. Interestingly, this segment also represented the highest Average Revenue per User (ARPU) and Annual Recurring Revenue (ARR). The jobs to be done by the Digital products segment were: promoting & selling digital goods / services, re-engaging users, and encouraging users to download and upgrade their products.

Output

A narrative user journey about samus aran, a native mobile mailchimp user in the ambiguous future

This narrative captured Samus' journey across a hypothetical week. So as to help with presentation and sharing across the org at all levels, the tone of the narrative is more quirky & playful than serious. The narrative includes visuals from the prototype to illustrate some of the more multi-step flow experiences like on-boarding for example.

Read

Research

Keynote presentation I used to roadshow the project throughout the organization

This deck outlines the strategic vision and detailed plans for the 'Mailchimp Mobile of the Future' project, incorporating crucial insights and proprietary methodologies. Due to the inclusion of confidential internal data, it is not available for external sharing or distribution.

Output

A prototype built in Principle to allow stakeholders to demo the experience first hand

Using Principle I put together this prototype which added a lot of credibility when it came to the project when it came to demoing for stakeholders. With this demo, I could hand a stakeholder my phone, and ask them to tap along as we talked through the narrative. I kept everything mostly greyscale at low fidelity using color and words only where it was most critical to telling the story.

Download

Output

A low effort, low friction on-boarding experience that leverages existing content to populate

A lot of the promised value of this theoretical feature set was predicated on automation. Mailchimp needed to be able to automatically make custom, optimized marketing materials for the users based on the performance of previous campaigns. A critical part of that was having a fully realized brand system to work with so that the collateral looked accurate to the user's existing content. This approach would automate as much of that capturing as possible.

The on-boarding flow I designed would look through a user's existing content to define key attributes and elements of their brand system. This information was used to effortlessly populate the user's profile with things like their logo, brand color(s), location information, links, etc.

A visualization of the workflow between screens for the onboarding experience

Output

Goal-setting

This experience demonstrated what it would be like for a user to quickly build a campaign. A user would be presented with a recommended mix and budget based on the goals they defined. A user would always be able to change the provided recommendation, but this approach alleviated a user from having to start from a blank slate. The visual to the side represents how the budget would be presented in an expanded form. Initially the user would see the budget collapsed, calling out key information like the budget, duration, and targeted metrics.

The section on the bottom represented different design templates a user could select for the channels that were included in the mix.

A high fidelity wireframe mock of the view a user would see when they are building out their goal

A high fidelity wireframe of the results of a campaign on a mobile device

Output

An experience that campaign results against defined Goals as well as recommendations for the user's next campaign

This was meant to be the true ah-ha moment in the experience. Taking the context from the campaign that most recently finished, Mailchimp would explain how you performed against your defined goals. Metrics would be presented with Recommendations (represented by stars in the visuals you see here). Each recommendation would lead the user down a path to a new campaign with specific changes to things like the mix / spend, targeted at impacting the provided goal. The recommended new campaign would still allow the user to change details as they saw fit.

A zoomed out view of how the different screens in the goal completion experience are related to one another.

Collaborators

Greg Howell

Jeff Mehlhoff

Lots of awesome people

Design Director

Design Manager

Mailchimp Research

Home

Calendly

Fullstory

Mailchimp

Yik yak

All else

Mailchimp Mobile Vision Setting

Overview

Role

output

Problem

Innovation on our native mobile experience was stagnating due to existing technical limitations and lack of organizational alignment

Goal

Crafting a Vision for Mobile: Storytelling, Visualizing, and Presenting Across the Org

Discovery

Leveraging New Customer Research to Shape My Main Character: Samus

Output

A narrative user journey about samus aran, a native mobile mailchimp user in the ambiguous future

Research

Keynote presentation I used to roadshow the project throughout the organization

Solution

Physical prints

Output

A prototype built in Principle to allow stakeholders to demo the experience first hand

Output

A low effort, low friction on-boarding experience that leverages existing content to populate

Output

Goal-setting

Output

An experience that campaign results against defined Goals as well as recommendations for the user's next campaign

Results

This project served as inspiration when the full redesign started the following year

Collaborators

That's a wrap for this project!

That's a wrap for this project!