Caroline Tallinger

A small UX improvement with big returns.

At the time I‌ started, I worked on one of the least-used features– our email-marketing tool, which was designed for our power users and shipped as an MVP. There was a lot of room for improvement…

Customer interviews are the foundation of Product Culture and Design Practices at Kajabi. It was standard was Product Designers to host no less than 9 customer interviews per project, small or large.

Unless we were doing a deep dive on a particular feature, I liked to keep our interviews open-ended, allowing our customers to talk about what mattered most to them…which helped us discover opportunities organically.

The Problem

During my open-ended interviews about our email marketing tool, we uncovered a common emotion that many of customers faced: anticipation and anxiety –about their deliverability rate.

A common practice for our Product Department was publishing our research to our teams in the Jobs-to-be-Done Format....

Before I onboarded at Yobs Technologies, the company hadn't had a permanent designer on their team. They had cycled thru some freelance UX Designers contracted for a few months at a time, to build our MVP. Despite working in an ambiguous space with little data to test theories as a startup that was still pinning down their market fit, our engineers and I collaborated on creating a design system that would stand the test of time.

 

 

When I was finally onboard as the first full-time designer, the company also recently pivoted their business model, rendering the previous designs *almost* useless.

So, I had my work cut out for me.

Defining the Main User Goals

The first task I set out to accomplish was to understand if and how the previous designs accomplished their needs. I started off with a design tear-down/review of our SaaS platform. I evaluated the purpose of each component on every screen lengthy discussion...