Helping small business owners reach new audiences to build awareness around their branded Landing Pages. MailChimp has been empowering small businesses to build better emails since 2001. As these businesses scale there’s a growing need to help them create relevant content and advertise.

Helping small business owners reach new audiences to build awareness around their branded Landing Pages. MailChimp has been empowering small businesses to build better emails since 2001. As these businesses scale there’s a growing need to help them create relevant content and advertise.

Helping small business owners reach new audiences to build awareness around their branded Landing Pages. MailChimp has been empowering small businesses to build better emails since 2001. As these businesses scale there’s a growing need to help them create relevant content and advertise.

Skills

Design Thinking

Research & Dev

Tools

Sharpies

Sticky Notes

Paper

Whiteboardd

Due to NDA I can’t disclose any visual design deliverables but can share the end-to-end discovery phase.

Due to NDA I can’t disclose any visual design deliverables but can share the end-to-end discovery phase.

My Role

My Role

  • Product Thinker

    • Collaborated closely with a multi-disciplinary team on a daily basis to align everyone’s understanding of the problem space, empathize all concerns from multiple backgrounds and set project trajectory.

  • Sprint Facilitator

    • Partnered with researcher embedded in the ads team to facilitate design exercises to aid in informing our path moving forward in building the right product. Our approach was user centered with a main focus on learning not just shipping a product.

  • Interaction Designer

    • Throughout the whole process I tried to involve the team as much as possible in design tasks while leading interaction design initiatives. I also paid careful attention to making sure the work flows we considered meet industry standards but also align with our user’s mental models.

Key Problems

Key Problems

  • Through business analysis and user interviews we discovered small business owners need help driving traffic to their landing pages.

  • The ads team had kickoff to align as a team and to review business needs, analyzing product success metrics and user research with verbatim customer quotes.

Aligning the team

Aligning the team

  • As a team we decided it was the best approach to take our new found understanding of the problem space and align as a team to affirm we were all on the same page.

  • Our first exercise was hope and fears. We took time and wrote down all of our hopes and fears for the Promote Your Landing Page project and categorized them by common themes.

  • The core importance of this exercise was to make sure every voice in the room was heard so we made sure a representative from every technical discipline was present at the table.

How might we...

How might we...

  • After going wide on the hopes and fears exercise we wanted to address concerns in the context of the original business goals and user problems. As a team we felt like the next step was to write how might we statements.

  • To avoid solutioning too early and staying user focuses some of the statements we wrote included: “How might we generate more user trust”.

  • By writing these statements it allows for the possibility of the solutions to be software driven too. Sometimes the problems can be solved by a tweak to a line of code or even copy writing changes.

Generating big ideas, quickly!

Generating big ideas, quickly!

  • After we came up with how might we statements we used those results as inspiration to generate 100s of ideas in small mockup format and journal style ideas we could articulate in 30 words or less.

  • As a team we stuck them onto a post-it sheet, categorized them by common theme and dot voted on them anonymously to avoid team influence and even the playing field so everyone’s ideas have a voice.

Explorative hand-off

Explorative hand-off

  • The last step was for the design team to go and create prototypes to quickly get in front of users to learn. This is the point where I handed off all of our design artifacts and documentation to another team to build out the solutions based on the data we uncovered throughout the Sprint exercises.

Need to get in contact with me?

Designed in Figma, built in Framer, and set in Archivo.

Need to get in contact with me?

Designed in Figma, built in Framer, and set in Archivo.

Need to get in contact with me?

Designed in Figma, built in Framer, and set in Archivo.