I N T R O
Following the impact and momentum of the initial forms and SMS launch, Intuit acquired third-party technology to advance the popup forms experience, expanding the team triad and resources. Integrating new tech and UI stacks drove real steps toward initial strategic visions. Due to my prior experience working in builder tools as well as owning the legacy forms redesign and popup forms SMS launch, I took point in the end-to-end onboarding to creation to publish journey.
G O A L
Seamlessly integrate third-party technology and UI into the Mailchimp ecosystem and further evolve the popup forms tool, template offerings and targeting configurations to meaningfully drive adoption, publish rates, list growth, sales conversion and business revenue
I M P A C T
FROM
TO
My challenge was to shape a new powerful and customizable popup form tool without breaking the experience for new and existing users from both platforms. I struck a balance between simplicity and clarity by focusing on the user's key jobs-to-be-done; the pieces needed to confidently publish on one hand and level of optionality on the other. This meant thoughtfully contextualizing and organizing steps that housed verticals-diverse options in order for selections to be easily and swiftly understood and made.
PLATFORMS AUDIT
STRATEGY
I captured all current state workflows from each platform, proposing we frame our thoughts around gaps and opportunities to the team from a very high-level to cultivate forward discussion and input.
NET NEW TEMPLATES LIBRARY + TAXONOMY
I proposed we show levels of integrations possible across a spectrum: from lite, to medium, then full, enabling my design peers and I to highlight both the values and drawbacks at each level, ultimately advocating for the full level integration to effectively drive true ecosystem parity and position ourselves for smoother and strong subsequent scaling and enhancements.
RAPID USER TEST + MARKET BENCHMARK
A hurdle I faced early on was the comprehensive library of templates inherited without existing infrastructure for an effective browsing and filtering experience on either platforms. I learned its back-end data taxonomy and attribution functionality to build a vocabulary tree capturing industry verticals, key commerce dates, visual mood and incentives offered across all 80 popup form templates, guiding the template card anatomy and gallery. To serve more verticals, I designed 20 net new templates using in-house fictitious brands.
O U T C O M E
I tested a set of approaches on template card anatomy, nomenclature, tagging, filter and sort categories with 12 select participants as well as benchmarked with direct competitor and single-solution platforms. Results pointed to robust filter, sort and search, naming based on visual mood and sub-industry, then tags based on incentive type and broader industry vertical. This championed a new baseline for templates gallery patterns.
R E F L E C T I O N
The forms team launched an expanded and more powerful end-to-end popup forms creation flow. Users can now: browse a vast library of ready-to-publish templates, select from many unique incentives in exchange for email or SMS contacts, and optimize conversion via A/B testing, better targeting and segmentation.
Friction points, barriers and new considerations surfaced as the team progressed through spikes and design explorations. What carried us confidently through to the finish line was our flexibility to fill in where our skills and expertise could, holistic systems thinking for overall ecosystem scalability, recurring collaborative testing and QA, as well as proactive communication and pairing sessions across triads.
