Email Builder Redesign

  This project was a redesign of a high-priority feature for Infusionsoft. The goals were to 

• update the interface
• reduce Support calls (thus reducing customer frustration and internal costs)
• increase the feature Net Promoter Score (NPS)

  My role was to drive and own research to inform this project’s direction with customer data. I decided on multiple methods for learnings from various angles, including analysis of customer behavior through analytics, analysis of Support tickets and Net Promoter Score (NPS) feedback, customer interviews, generative sessions and stakeholder interviews. Competitive analysis was performed with the Product Managers.  

• Outdated interface 
  • Decreased customer trust 
• Formatting issues
  • Overall layouts
  • Fonts
• Hidden controls, especially frequently used controls
• Limited working space 
• Emails not mobile optimized 
• Lack of pre-built templates 
• Lack of contextual help

• Average Daily Support Calls: 160 
•  Feature NPS: 13  

Armed with customer data and understanding, the product team redesigned the interface, addressed bugs and issues, and released a new Email Builder into Beta testing with a small cohort of target customers, then later a full rollout to all customers. Redesign is still in progress as of February 2017 as not all features have been included as of yet. However, it is already achieving some initial goals as highlighted in the “After” section , including increasing NPS by 11 points and decreasing Support costs by 34%.   

Customers were much happier with the redesign!

• Updated, cleaner UI
• Layout flexibility
• Visible controls
• Large working space
• Mobile optimized emails
• Pre-built templates provided
• Formatting layouts easy to use
• Font formatting simple and clear, bug-free
• Contextual help provided
• Average Daily Support Calls: 55 (reduced internal Support costs for the feature by 34%)
• Feature NPS: 24 (+11)