rapidmail Software

Drive Retention and Engagment

Time to Completion

3 years

Results

3x happier users

Challenge:
A fresh concept that spoke to product value

The company was at a crossroads and needed a fresh concept that would engage customers. The current style was falling short, failing to showcase all of the product's features, lacking flexibility, and leaving too many questions unanswered.

We weren't just talking about a facelift; we needed a complete feature overhaul.

Based on available research, I could sense that users were hungry for information, ease of use, flexibility, and a deeper level of engagement. It was time to rethink the approach from the ground up.

Before
After

The Process:

Bringing out the uniqueness of the Product

1. Gathering data

Analyzed existing feedback: We reviewed support tickets, comparative website reviews, or any available user feedback. This highlights recurring pain points or feature requests.

Team Brainstorming: I conducted extensive workshops with team members (customer support, leadership, and product teams) to gather insights from their interactions with users and understand strengths.

Lightweight surveys or polls: I used available, targeted surveys to existing users via email or in-app prompts to understand their key challenges and expectations.

Created personas: based on emotional cues that we found on the available qualitative Data.

2. Conceptualization and Design
Architecture and Structure: We started off by thinking about the user's path with all the features we planned to add for each project. Afterwards, Wireframing the possible structures and thinking about solutions that would reflect our decision.
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‍Design Prototyping: UXPin was the team's design and documentation tool. With that, I created clickable prototypes that were easy to test. UXPin was the team's design and documentation tool. With that, I created clickable prototypes that were easy to test.
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‍Internal Testing: I continually conducted internal usability tests with colleagues and stakeholders through short meetings and gather quick feedback.
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Design iteratively: By getting continuous feedback from colleagues and different stakeholders, I was able to quickly adjust design improvements.
3. Deployment
During the coding phase, I work with the developers to make sure that the requirements are followed and implemented successfully. We also work together to determine if there are any usability issues that need to be addressed.
4. UX Testing
Actions Taken:
Incremental Rollout: We prioritize features with the highest impact and released them in phases to minimize risk.
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‍Monitor Metrics: We track KPIs like retention rates, or recorded session frustration rates to measure and perceived user satisfaction improvements.

‍Gather Post-Release Feedback: Use lightweight methods like in-app surveys or simple feedback forms to collect user opinions on the changes.
Prioritization
Brainstorming
Data Analysis
Through Workshops with different Stakeholders, I gathered all relevant Data, from Business Intelligence markers like Funnels and Conversion Rates, to Marketing Goals, ROI and Traffic, Survey Feedback, User Interviews, Heatmaps, Research Papers, Competition Markers, etc.
Wireframes
UX Architecture
Final Designs
Once insights are clear, I translate them into actionable designs. Starting with wireframes, that later developed into interactive prototypes and design specifications that developers used as references. We held regular check-ins to address questions and align on adjustments.
Documentation
Specifications
During the coding phase, I work with the developers to make sure that the requirements are followed and implemented successfully. We also work together to determine if there are any usability issues that need to be addressed.
Click Data
Funnel Data
After launch, I collaborate with the Business Intelligence team to analyze the data and create A/B testing iterations.

For example, after the launch, we analyzed user behavior data and noticed that there were users clicking on the product feature titles, so we created a more interactive menu for the car features. Iterative improvements generate a cumulative benefit that ultimately generates big gains.

My Approach:

Understand, Build, and Improve

Understanding the Culture

Through team workshops and informal sessions, I identified traits that defined the company's personality: creativity, approachability, and fun.

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Building the Brand Personality

I distilled these traits into a visual and interaction style that reflected the company's identity and appealed to users.

Expanding My Skillset

To bring the brand's personality to life, I learned to use illustration and animation to create engaging content that spoke to the user in a much more emotional way.

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Creating emotional bond:

Using engagement

The Formula:

A System that could be easily reproduced

Handmade illustration

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Real image

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rapidmail Illustration

The Impact:

Enhanced User Experience and Boosted Conversions

Measuring Success

To quantify the success of our efforts, using Mousflow as our tool of choice, we monitored user satisfaction and success rate. These metrics provided real-time data on user interactions and conversion rates post-launch.

User and Stakeholder Feedback

The results were overwhelmingly positive. Users reported finding the rapidmail engaging and easy to use. Stakeholders praised the results and the design system proved to work well by becoming the language for the whole brand and company.

Results

The new design system and brand emotional bond with the users, as well as the easy of use combined with the outstanding technical performance led to a significant improvement in user experience and a remarkable 3x increase in conversion rates.

Team members were
also Happier

It has been a distinct pleasure working with Andrea, whose strategic mindset, meticulous design approach, and passion for user-centered solutions have markedly shaped our digital product's success. With her rich experience in UX design and brand management, Andrea has skilfully aligned our team's efforts with the company's strategic vision and has been instrumental in shaping that vision.

Her proactive engagement in seeking feedback and commitment to professional growth are admirable, constantly challenging us all to reach new heights. Furthermore, Andrea's multilingual background injects a unique and invaluable perspective into our design process, enhancing our product's appeal to diverse user groups.

Her standout characteristic, however, is her inspiring nature. She carries an infectious enthusiasm that invigorates the team, promoting a culture of innovation, effective collaboration, and constant learning. Andrea's strategic, detail-oriented approach to UX design, coupled with her unyielding passion for growth, would be a tremendous asset to any team.

Anna-Lena Deckers

Senior Product Manager
Es hat Spaß gemacht mit Andrea zusammenzuarbeiten. Von Datenanalysen über tolle Grafiken bis hin zu dem passenden UX Design hatten wir viele erfolgreiche Projekte :)

Ulysses Hucke

Senior Product Manager
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