At the end of 2019, I joined the development team for an enterprise fundraising and marketing tool. As lead designer, my task was to evaluate the current state of the product’s user experience and strategically update the most significant problem areas, with the longterm goal of a complete product update.

We began with a product experience survey, which illuminated the pain points and problem areas of the product. The general sentiments were that the product is outdated, difficult to learn, and time consuming to use. From this data, we were able to narrow down a few specific problem areas in need of redesign, as well as some overall usability enhancements. I developed a plan for moving forward and we continued to refer back to it as we iterated.

The email marketing portion of the product was chosen as the place to start because it is the most widely used tool among clients, and because we could borrow from other products in our company portfolio with successful email tools.

Beginning with a deep dive into the email experience, we conducted a heuristic evaluation and several detailed interviews and observations with client users. From there, I was able to produce and test some initial concepts with internal and external stakeholders, and moved on to a high fidelity prototype for usability testing.

Development has begun on the newly designed email application, as I continue to iterate and test the more advanced features, and vision type the next product areas to receive an experience update. I’m pleased to report that the reception for this product upgrade has been extremely favorable across the company and our client base as we work toward an early adopter program.

PRODUCT REDESIGN

At the end of 2019, I joined the development team for an enterprise fundraising and marketing tool. As lead designer, my task was to evaluate the current state of the product’s user experience and strategically update the most significant problem areas, with the longterm goal of a complete product update.

We began with a product experience survey, which illuminated the pain points and problem areas of the product. The general sentiments were that the product is outdated, difficult to learn, and time consuming to use. From this data, we were able to narrow down a few specific problem areas in need of redesign, as well as some overall usability enhancements. I developed a plan for moving forward and we continued to refer back to it as we iterated.

The email marketing portion of the product was chosen as the place to start because it is the most widely used tool among clients, and because we could borrow from other products in our company portfolio with successful email tools.

Beginning with a deep dive into the email experience, we conducted a heuristic evaluation and several detailed interviews and observations with client users. From there, I was able to produce and test some initial concepts with internal and external stakeholders, and moved on to a high fidelity prototype for usability testing.

Development has begun on the newly designed email application, as I continue to iterate and test the more advanced features, and vision type the next product areas to receive an experience update. I’m pleased to report that the reception for this product upgrade has been extremely favorable across the company and our client base as we work toward an early adopter program.