— PROJECT NAME
Loop's Value Statement Email
— ROLE
User Research
Wireframing
— DATE
Q1 2023
One of Loop's core values is Making Merchants Successful and an important way to do that is to show our customers their return/exchange data and communicate how Loop is helping them achieve their goals.
Our Value Statement email is a marketing campaign focusing on showing Loop's total impact through comparison benchmark data. The previous version included a lengthy amount of stats and was not organized and designed optimally for the user.
My goal was to identify opportunities for improvement and redesign the email.
PREVIOUS EMAIL
Too long? What do the analytics show?
USER RESEARCH + DISCOVERY
A more complex email campaign
After digging more into Hubspot, I discovered there were 4 different versions of the email that were being sent out (Enterprise, Top Mid-Market, Mid-Market, and Small to Medium-Sized businesses). That opened up further questions about the end users and made comparing email analytics very necessary.
QUESTIONS
Do different users across verticals use the information in different ways?
Is it important to have show a +/- main impact # from previous email?
Do users find 10 data points overwhelming in an email or is it useful?
Comparing Hubspot analytics for all 4 verticals.
Using click maps to look for patterns in each email.
ANSWERS + LEARNINGS
Do different users across verticals use the information in different ways? Yes, click rates varied and in some cases were drastically different. We explored share-ability options like copy and paste functionality or export to PDF but those all proved to be out of scope for resources and timeline.
Is it important to show difference in total impact from quarter to quarter? Yes, but not possible with current Hubspot integration.
Do users find 10 data points overwhelming in an email or is it useful? Yes, the analytics showed a consistent decrease in user engagement after the 'Total Impact' section. We decided to separate into two emails that would be sent out at the beginning and end of the quarter.
Total Impact # and "How To Improve CTA had the highest click rate in the Mid-Market email. We should consider adding a CTA with the Total Impact # for all verticals.
Initial wireframes separating into two emails.
UX HIGLIGHTS
Personalization and Improved CTA
We added a photo for each merchant success team contact to “add a face to their name” and placed an actionable CTA in close proximity.
Benchmark Vertical Chart
Our original thought was to explore a chart design that could automatically pull this data but current functionality could not support this. We felt like the visualization was still important for the user to understand how the data relates and would allow for better comprehension of comparison data that appears below. We opted to design images for each vertical.
FINAL DESIGN
Through collaboration with marketing, merchant success, and product design we were able to add features to the email that we felt would help show Loop’s value to our merchants.
I learned more about Hubspot design capabilities so you will see some variance in design and layout from the wireframes and even between the two emails like buttons and the stats in a row layout.
Initial feedback from the first round of emails has been positive and we are currently gathering analytics to make future updates to the email.
