Social Media Management

The existing social posting experience wasn’t just clunky, it was quietly encouraging the wrong behaviors. While users could technically schedule posts and publish to multiple platforms, they were struggling with key tasks like tailoring content, accessing performance data, and managing posts across accounts. The workflow was optimized for speed, not strategy. And for small business owners trying to market with limited time and resources, that tradeoff meant missed opportunities for real engagement.

We needed to redesign the experience in a way that was still fast and intuitive, but guided users toward better habits—like customizing posts per platform, without overwhelming them.

We were working within a live system already in use by tens of thousands of customers, which meant we couldn’t just blow it up and start fresh. Platform limitations (especially with Instagram and Facebook APIs) also meant some functionality couldn’t be improved directly.

To make meaningful progress, we had to work in phases, prioritizing fixes that made the experience more understandable and reducing friction, while laying the groundwork for smarter, AI-assisted workflows in future iterations.

We spoke directly with small business owners who relied on Constant Contact to manage their marketing across multiple platforms. The interviews revealed a clear theme: users were trying to move fast and stay visible, but the interface wasn’t helping them do either efficiently.

Most didn’t understand the nuances between social platforms or how to tailor content for each one, and the app didn’t do much to guide them.Users also admitted to skipping post previews, assuming all platforms would display content the same. This revealed a trust gap: users expected the tool to “just work,” and were surprised when it didn’t.

Quantitative data told a similar story. Most users were selecting all platforms and posting the same content across the board, often with cropped images or broken formatting—especially on Instagram. Engagement drop-off correlated with these behaviors.

We also found that only a small percentage of users scheduled posts in advance, even though they claimed to want more consistency. This pointed to a bigger problem: they didn’t know where to find scheduling tools, or weren’t confident they were working.

"I just want to post something quick to all my platforms and move on."
This mindset led to shortcuts—posting identical content everywhere, even when it didn’t fit. Users weren’t lazy—they just didn’t know the risks of doing it this way.

‍"I don’t know how my posts are performing."
Users needed light, digestible metrics—but they were buried or not shown at all within context. Many said they’d stopped checking stats altogether because it “wasn’t worth the effort.”

‍"I wish it reminded me or helped me know what to post."
There was interest in guidance, but not at the cost of added friction. Users wanted help, but only if it felt like a time-saver, not homework.

We put early concepts in front of users before polishing anything. What stood out was how much they appreciated even the suggestion that we were trying to make the experience better. That said, their initial reactions made it clear we weren’t there yet.

The simplified UI got a thumbs-up, but users still defaulted to the old behavior, posting the same message everywhere. When we asked why, the answer was simple: “That’s what I’ve always done.” This confirmed that changing behavior would require more than just a cleaner interface, we needed the product to nudge better choices without feeling heavy-handed.

Once we layered in subtle guidance—like platform-specific tips, dynamic previews, and soft warnings when content might not perform well, users started to shift their habits.They began experimenting more with message variations, using scheduling more often, and actually referencing engagement metrics to improve their posts. In moderated sessions, users expressed relief that they didn’t have to “figure it all out” alone. One even said, “I didn’t know I needed this until I used it.”That’s the kind of feedback you look for—not just satisfaction, but behavior change.

Good design doesn’t just support current habits—it encourages better ones.
We had to walk a fine line between making things easier and making things smarter. Frictionless isn’t always helpful.

‍Users don’t always need more tools—they need more clarity.
We didn’t add features—we made existing ones more visible, understandable, and useful in context.

‍Guidance works best when it doesn’t feel like guidance.
Lightweight coaching, timely prompts, and smarter defaults helped users improve outcomes without adding steps.