INTUIT MAILCHIMP // Solutions Web Pages
A core component of Mailchimp’s marketing strategy, I led the improvement of the top performing pages on dotcom.
With the recent creation of new navigational elements, there was a need to develop a holistic information architecture and content model. Each page was to have its own associated content model to guide the structure and frame the narrative to educate prospect customers on each solution.
Design Process
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Define the Narrative
I partnered with the Copywriter and Global Web Merchandising & E-Commerce Manager to determine a narrative for each page.
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Wireframes & Graphics
I designed each page with a cohesive layout. I also designed each graphic element for every page.
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Refine the Prototype
Based on stakeholder reviews, I refined the final designs for handoff. I communicated with the Eng and Web Ops teams to proactively address any limitations.
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Eng & Web Ops Handoff
Clearly define all tech specs for new component builds and identify which components currently exist in the CMS for an efficient handoff process.
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Analyze & Iterate
Continue to monitor the data and iterate the designs as needed based on user experiences and stakeholder feedback.
Amber G, Global Web Merchandising & E-Commerce Manager at Intuit Mailchimp
“Ashley is an absolutely JOY to work with. She has consistently gone above and beyond to ensure the solution page creation project keeps moving forward. The designs and content she delivers are stellar and she’s extremely responsive to feedback and changes.”
Amber G, Global Web Merchandising & E-Commerce Manager at Intuit Mailchimp
“Not only is her design work amazing, but her attitude and infectious enthusiasm has kept the team’s morale high. She’s extremely patient with the working team and leadership - taking design feedback in stride and using those to create even better designs.
Impact & Outcomes
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Engagement
28% increase in average engagement
42% increase in clicks to pricing page
12% decrease in exit rate
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Conversion
80% increase in account activations
180% increase in conversion
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Top Performers
Email Marketing: 105% increase in engagement, 250% CTR to pricing, decreased exit rate by 14%
Analytics & Reports: 290% increase in engagement, 3800% CTR to pricing, decreased exit rate by 45%
Automations: 82% increase in engagement, 128% CTR to pricing, decreased exit rate by 38%