Project Overview
The goal for this project was to update the company’s email marketing tools. These were integrated into the small to medium business (SMB) database and marketing products, Salesgenie and InfoUSA. SMB customers used these marketing tools to increase sales and customer loyalty.
- Duration:
- 3-6 months
- Location:
- New York City
- Company:
- Infogroup
- Tools:
- Illustrator
Infogroup was a provider of value added data and data‐driven marketing services for for small/medium businesses to Fortune 100 companies. Previously headquartered in Omaha, NE, the company has rebranded to Data Axle and is now based in Dallas, TX.
In my role as a UX Designer, I supported data-driven, B2B products for small/medium businesses. I was responsible for producing wireframes, sitemaps, and workflows demonstrating how product features should behave. I partnered with visual designers and product managers on branding and business requirements, respectively.
Problem
The existing email product created barriers for customers in creating high-quality campaigns. For example:
- It incorporated selecting a mailing list within the design workflow, making the overall task cognitively taxing and cumbersome.
- It also used indirect selection to create the design, so it was less intuitive than competitors.
Updating the design would improve: how customers targeted, connected and engaged with their audiences; and the overall competitiveness of the product in the market.
Research and Setting Priorities
Before starting the design, I spent a period of a few weeks researching competitors to identify design and functional patterns from competitors.
Products that included purchasing or uploading an email list as part of the workflow were ideal to review. Short-list examples: MailChimp, Constant Contact, Moo Cards, etc.
After gaining a sense of the competition and analyzing issues with the current workflow, it was time to design.
The design priorities for the redesigned product included the following:
- Simplified Workflow: All of the design activities would be grouped together; selecting a mailing list would occur separately.
- WYSIWYG Editor: Rebuild the framework of the email builder to rely on affordance and direct selection.
