Design User Flows for an Email Marketing App

Overview

My email marketing client, Whooshmail, has tasked me with designing two user flows for their web app. The two flows walk through the same screens but with different level of access for Admin & Basic roles. I'm seeking to improve the experience for both roles with Whooshmail's audience: small business owners & entrepreneurs.

This project incorporated all the skills I've learned through the UX program, including the use of Google Slides (for a presentation to stakeholders), personas, empathy maps, storyboards, sketches, wireframes, mockups and prototypes for both user roles.

The end goal is to provide an easy-to use-email marketing system for small business owners to help them keep costs down.

Problems

Whooshmail is in need of a redesign: their process is clunky and confusion. Furthermore, there are a myriad of competitors who offer similar features.

In response, my task is to create a simple, efficient marketing solution for these valued business owners. I want them to seamlessly determine what access level to grant to their employees and ultimately boost their sales numbers while they stay connected with their clients.

To build the groundwork for the redesign I gather my assumptions based on competitive analysis:

I think users want a marketing solution with pre-made templates so that they don't have to start from scratch -- something that looks good and is thought out so they can use it as their foundation and customize along the way
I think users care about ratings and reviews, and that's how they often make their judgment when selecting a brand
I think users will look for a free options/free trial to get hand on practice with the product
I think users who have a quality experience with a free version are likely to upgrade to a paid option

Competitive Analysis

Flodesk

Pre-made templates (desktop & mobile) for newsletters, event registration, and options for welcoming new subscribers, sharing new offers and announcements that are customizable.

Mailchimp

Pre-designed templates, drag-and-drop builders for email campaigns, email automation, signup forms

User Roles: allows you to “add more seats”, aka other users with varying permission levels. They put you in charge of Accountability (knowing who’s making changes, etc)

Constant Contact

Customizable templates, tracking and reporting, email automation, surveys, polls, coupons, building tools

RSVP

Audience

My target audience consists of 40 - 60 year old small business owners (the Admin's) 20 - 40 year old employees of these businesses (the Basic users). The Admin's are ready to be their own boss, pursue their passion and often dip into their person funds to get the ball rolling.

STORYBOARDS

PERSONAS

Solution

With all of the feedback my interviewees in mind, I implemented the following features:

Featured a 'breadcrumbs' style menu to guide the user through each step
Created a separate page for the 'active campaigns' to showcase what has already been created and to avoid confusion (since there are pre-filled templates to choose from in the gallery section)
Added an Admin badge for more clarity
Emphasized what can be edited -- and better displayed what happens when an element is clicked on

SKETCHES (ADMIN)

SKETCHES (BASIC)

WIREFRAMES (ADMIN)

WIREFRAMES (BASIC)

MOCKUPS (ADMIN)

MOCKUPS (BASIC)

Learnings + Takeaways

Learned to design task flows for specific user roles
Performed competitive analysis
Learned to create a presentation to stake holders
Gain further experience creating Personas, Storyboards, Sketches, Wireframes and Mockups
Gained further experience with user testing and research