Project Goals
The primary goal of the project was to create a Resources Hub to serve mid-market customers with an intuitive and engaging user experience. The project aimed to enhance the discoverability of thought leadership content, encouraging deeper engagement and interaction with key resources.
A strategic focus was placed on increasing first-party data (1PD) collection through gated content, providing valuable insights for Mailchimp's marketing and sales teams. Additionally, the project sought to improve sales-assisted paid conversions by aligning with the needs of mid-market prospects, fostering a seamless journey from content exploration to conversion.
Outcomes & Impact
A clear narrative in collaboration with a Content Designer, ensured early alignment between design and messaging to support engagement. User research conducted through UserTesting.com validated the perception of thought leadership, clarified user pain points, and refined the organization of information to better meet the needs of mid-market prospects with a high likelihood of purchasing a Premium Plan. Incorporating these insights, I iterated on the design and collaborated closely with Engineering and Web Ops teams to refine the prototype, address technical constraints, and ensure a seamless handoff for implementation. This process resulted in a well-informed, user-centered solution.
