INTUIT MAILCHIMP // Resources Hub
I collaborated with Marketing, Product Managers, and Engineers to redesign Mailchimp’s Resources Hub to make thought leadership content more easily navigable. I implemented a fresh design system to appeal to mid-market prospects, increase 1PD collected through gated content, and improve sales-assisted paid conversions.
Defining the narrative
I worked with the Copywriter early in the project to determine a narrative for the page so it could help shape the design before testing. This also gave me the opportunity to articulate my early design decisions to stakeholders during reviews.
User Research & Testing
Using UserTesting.com, I wanted to validate thought leadership perception with mid-market users, organization of information, and content offering and messaging. I gauged user pain points on an audience with a high propensity to purchase a Premium Plan.
Refining the Vision
Based on user research, testing, and stakeholder reviews, I refined the prototype for handoff. I communicated with the Eng and Web Ops teams to ensure transparent communication and address any tech limitations.
Measuring Success
Increase in 1PD collection
Improve sales-assisted paid conversions
Increase engagement with mid-market customers