UX/UI Web Designer
Constant Contact is email marketing software that primarily helps businesses create branded emails, websites, online stores and more in one online marketing platform. The website's conversion rate of visitors to free trials signups was stagnant for several months in a row. Our goal was to create an interactive product demo experience to provide a seamless, intuitive, and enjoyable entry-point for users, ultimately increasing conversion rates.
*View the live experience here
Challenge
The goal of this project was to create a new, intriguing entry point for visitors on the Constant Contact website. The team planned to increase our visitors to trial sign ups conversion rate by creating an interactive social post experience on the front of our website. This experience aimed to mirror the back end product's technical capabilities while also dialing up the design aesthetic to better resemble modern competition like Canva and Adobe Express. I was initially told to create the blue sky ideal experience that would be best for users.
Results
The project took several turns, but adapting quickly, I was able to create an ideal future state design, a hi-fidelity middle ground design, and finally, a compromised MVP that we were able to successfully launch. After 2 months, the team saw a 31% conversion rate of new visitors to trial sign ups from this experience.
3
Project versions fully prototyped
31%
Conversion rate increase
*Sketched ideas for the project user flow
*Section on the homepage that will drive to the experience
Process
Discover: To begin this project, I met with the product team to demonstrate the actual product experience as it worked in its current state. Understanding that the stakeholders wanted to visually enhance the product in a new way on the front of site, I started to look for inspiration from similar experiences like Canva and Adobe Express.
Define: Using the inspiration I gathered, I was able to mockup an intuitive grayscale user experience creating a social post right within the Constant Contact platform. I took the time to prototype out the experience to better express the UX strategy. Receiving feedback to move away from improving the product experience, I had to narrow my focus on a simplified approach that achieved product demonstration while also creating a clean, user friendly experience.
Develop: Working directly from the product design team helped me gather feedback on making the experience clean and engaging, but also staying true to the product experience. I was able to rework the prototype in Figma to achieve both the marketing goals and the product team's expectations.
Deliver: To handoff this project, I met with the development team and walked them through the user flow with a live prototype demonstration. Once everything was visually and technically approved, I created responsive designs and detailed handoff notes for spacing and design specifics.
*Grayscale and lo-fidelity mockups of initial ideas that were later prototyped
*Detailed handoff callouts for the development team
*Final visual designs for the product experience
Conclusion
The team successfully created an interactive product demo experience that provided a seamless, intuitive, and enjoyable entry-point for users. After 2 months, the team saw a 31% conversion rate of new visitors to trial sign ups specifically from this experience.
