Project Overview
Modernize one of our core offerings, the ability to automate workflows with emails, alerts, and more.
Role
Sole designer
Deliverables
Mockups, prototypes, user research, and competitive analysis.
Objective
Make nurture workflows easier to visualize and build
The prior nurture builder had been languishing for quite some time. The features had stagnated and technology had advanced far past it, as had our users. It was time to really dive in and re-build this from the ground up.
Research
User interviews, competitive analysis, internal research of our own desktop offering
I began by talking with our professional services department to understand what they had been hearing from users as they onboarded or provided add-on services to them. From there I took some time to research competitors both direct and indirect to find patterns that users may be used to.
Learnings
Users were drawn to paper over our old solution…
- Visualizing the nurture flow was extremely difficult, most users diagrammed on paper first and then built it in our platform.
- Many users create some variation of 5 nurtures most commonly.
- Finding what steps a contact took through a nurture was brought up frequently.
Solutions
Through research and prototypes:
- I designed a visual flowchart style builder, rather than the nested rectangles we had prior.
- I worked with professional services to design 5 nurture templates that users can use to get started quicker.
- I designed a solution for published nurtures that allows users to search for contacts and see what steps they took in a nurture.
Impact
Users have expressed delight in the updated experience, with a particular focus on how much time we’ve saved them in their day to day.
I still get mentions when I do user testing and interviews, a few years after shipping the nurture builder updates, of users mentioning how much they enjoy the new builder compared to the old one, and the impact it’s had to their own workflow.
