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Constant Contact
User flow redesign
Improved Trialer to Paid conversions by redesigning a pivotal page in the Constant Contact email sending flow.

Goals

I recently had the opportunity to work on a project at Constant Contact where I redesigned the schedule page for trial users. The schedule page plays a crucial role in the user journey as it is the last page users see before their email is sent. It also serves as a determining factor in whether trial users convert to paid accounts. The objective was to improve user experience, address pain points, and increase conversion rates. Through my work, I aimed to enhance the usability and effectiveness of the page while aligning it with the overall goals of the organization.

Results

Drop-off rate 9%

Flow completion 18%

Emails sent 15%

Contacts added 23%

Hover to see previous design

Role and Responsibilities

Collaborative Approach

As a Senior UX designer, I played a central role in this project. I collaborated closely with product managers, developers, and other designers to gather insights, align on goals, and iterate on the design. My responsibilities included facilitating user research, wire-framing, prototyping, and testing. I actively participated in cross-functional meetings and facilitated discussions to ensure that the design met the needs of both the users and the business.

Working in a collaborative environment, I valued the inputs and perspectives of my team members. Together, we conducted user research to gain a deeper understanding of the pain points and challenges users faced on the existing schedule page. We leveraged the knowledge and expertise of various stakeholders, including customer support representatives and data analysts, to gather valuable insights. This collaborative approach helped us make informed decisions and ensured that the final design catered to the diverse needs of our users.

Design Process

My design process began with an in-depth analysis of the existing schedule page and the identification of multiple points of friction. I then created wireframes and prototypes to explore potential solutions. Through usability testing, I collected user feedback and iterated on the design to refine it further. This iterative process allowed me to validate design decisions and incorporate user preferences, resulting in an improved user experience.

Key Design Elements

The redesigned schedule page incorporated several key design elements that addressed user pain points and improved usability. One significant change was the relocation of the email preview. Previously, it was a small element pushed off to the right, offering limited usefulness. I moved the preview to the left, making it full height and a focal point. This change mirrored the page users land on before reaching the schedule page, giving them a sense of progress and coherence throughout the workflow.

Additionally, I introduced a checklist pattern that provided users with a clear list of actionable items they needed to complete before proceeding. This checklist helped users complete required actions, such as verifying their email, adding a physical address for compliance, and providing subject line and pre-header information.

I assisted busy developers in modernizing an outdated component by providing the essential CSS required to align the visual styles of the component with our Design System.

Quantified Impact

The impact of the redesigned schedule page was measured through various key performance indicators (KPIs) that demonstrated its effectiveness. The drop-off rate for trial users decreased by 9%, resulting in more users successfully completing the required actions before sending. The percentage of trial users continuing through the scheduling flow to the email details page increased by 18%, indicating a smoother workflow and improved engagement.

Furthermore, the percentage of trial users sending a test email increased by 15%, with the prominent placement of a "Send a test email" button. Additionally, the introduction of contact addition as a new entry point led to 23% of trial users adding at least one contact from the schedule page.

Error states if user continues without completing requirements