Marketing CRM
Lead Designer · E2E Product Design · Web · June–December 2024
STRATEGIC VISION
Evolve Constant Contact’s contact management from basic list storage to a more intelligent, usable, and action-oriented experience.
Fueling segmentation, automation, and results to make marketing smarter and simpler.
PLANNING & STRATEGY
Through multiple rounds of strategizing, I leveraged research and customer profiles to map user needs to product features, plan the future roadmap, and visualize the user journey for key stakeholders and the team.
I collaborated cross-functionally with product managers and developers, including leading full-day workshops to align on planning.
DESIGN & BUILD
Over the course of many months we continued to research, iterate, test, design and build. Recreating from the ground up:
Contact data table with improved usability and organization
Individual profile with key data
Expansion of custom fields for more flexibility
AI suggestions based on their metrics and integrations
Mobile web optimization
Audience list strategy to ease segmentation and automation usage
IMPACT
Within 6 months of launching the redesigned CRM platform, the team achieved measurable improvements across nearly all key performance indicators:
+30%
Increase in average contacts added
2x
Growth in segment adoption
58%
Reduction in contact usage attrition
97.8%
Completion rate in contact field mapping
58%
Decrease in customer support requests for CRM tasks (new users)
3x
Lighthouse score for mobile web