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Redesigned Email Schedule Page to Simplify Workflow and Reduce Friction for Trial Users
Trial users were frequently abandoning the email sending process at the schedule page, which was a key step in converting them to paid users

Role & contributions

As Lead UX Designer, I spearheaded the redesign to improve usability and page layout, working closely with 3 developers, a product manager, content writer, and UX researcher.

Impact

The redesign led to a 23% increase in in-product conversions and reduced page attrition by 18%.

23

%

Conversion rate

18

%

Attrition

Identifying the problem

Data analysis showed that users who completed the email sending process during their trial were 80% more likely to convert to paid users. However, a large number of trial users were dropping off at the schedule page, indicating that this step was a major barrier to activation.

Outcome

The redesigned schedule page led to a significant improvement in user experience, with a 23% increase in conversions. Users reported less confusion and found it easier to understand the steps required before sending an email. The clearer hierarchy, better grouping of tasks, and improved error state communication were key factors in this success.

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Takeaways

This project highlighted the importance of reducing friction in critical user flows, especially for new users. The experience underscored the value of clear hierarchy, intuitive design, and effective communication in improving user experience and driving conversions. Collaboration with a cross-functional team was essential to achieving these outcomes.