Marketing Email Opt-In
Marketing Email Opt-In
Role: Experience Strategy, UX/UI Design, Visual Design
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Overview
Expanding One Click into the account servicing experience would provide a scalable, frictionless and authenticated means for ~2.4M customers to opt back into email marketing communications who had previously opted out, recapturing ~$14M in annual profit loss.
Challenge
Currently, customers who’ve unsubscribed from marketing emails must call a customer service representative to resubscribe. Opt-outs are universal, which keeps customers from receiving other value-generating offers, increasing the stakes of emailing irrelevant information. I also needed to design a One Click solution that would take into account any tech limitations and work with my product partners to determine tech resources.
Opportunity
Of the ~5M customers who have opted out of email marketing, ~2.4M are open to receiving marketing communications again. Based on previous survey data conducted by the business, customers were asked how they would feel about receiving different types of marketing messages. Expanding One Click into the enterprise account servicing experience will provide a scalable, frictionless and authenticated means for customers to opt back into email marketing.
Goal
Develop a fast-to-market MVP that laid the foundation for a more sophisticated digital privacy experience. Recapture some of the ~$14M annual profit loss due to opted-out customers.
Strategy
Whiteboarding helped with initial brainstorming to understand different options to present to our business partner. The solution needed to give the business options depending on the level of effort to develop, tech capacity and their priorities. I conducted an analysis of the pros and cons of each option to give our business partners a better overview and help them strategize which option would work best for them.
Using a double-diamond experience framework, I defined which areas to focus on. The development of the experience was not yet prioritized due to more discussions needed by the business before they would move beyond the design phase. By offering multiple solutions that built on each other, no work would go to waste even if they decided to use the option with the least level of effort.
Iteration
In collaboration with the data and privacy design team, I led the UX strategy and design for the intelligent marketing opt-in experience. While iterating on options for our business partner, we also wanted to incorporate a preferences page within the mobile app which was a top priority for the data and privacy design team.
Final Designs
I presented the following options in multiple meetings including a review with design senior leadership and our business stakeholders and partners. The marketing team decided to move forward with the first option for their MVP, which had the lowest LOE.
Testimonials
"Kristin excelled in her ability to influence our partners by creating the necessary artifacts that we could use to make decisions, and her teamwork to work between design and product partners of different organizations."
"Kristin and I worked together on the marketing preferences intent for Card. This was a unique project in which we had to influence the product teams on which level of MVP would set them up for success long term. Some of the capabilities don't exist today, like One Click on EASE, but many other features would benefit from it, so it was our job to break down the level of effort for building such a robust solution for our business partner. Kristin partnered with my team to analyze all the possible deliverables and do a pro/con matrix that we could use to make the investment decision. Earlier this year Kristin also consulted and influenced our outbound data-sharing messaging strategy. We used OneClick to design an email campaign that would check to see if users wanted to keep a recent connection going after 30 days. Some of the results include:
Successful rollout for all partners started April 20, with very impressive open (68%) and click (28%) rates
Emails survey feedback rate is 10x higher than the Link/Unlink emails, with ~91% positive sentiment across both touch points"
"Kristin excelled in ideating design and business solutions. Our group was tasked with a big ask that had countless variations and variables. Kristin gracefully digested the information and problems, working with partners to solidify choices. She was very efficient in her work and analysis. Kristin ensured she knew all possible impacts and was proficient in solving user experience and product asks. She also was very strong in utilizing existing functionality and designs in order to produce results in a cost and time-effective way."
"Kristin has been an ideal collaborator and a friendly, supportive face. She could have easily had a lesser role in this work, but she made it a priority to help me and the other designer on this project. She made sure to include us in working sessions and discussions, and she was very prompt and reliable when it came to communicating via Slack and Figma comments. Kristin was also very receptive to any feedback and was very inclusive when working on solutions and presentations."
"I was extremely impressed with Kristin's design thinking and her ability to take such complex work and simplify it."
"Although I've only been fortunate to work with Kristin on one project, she has made an incredible impact and has become a key asset to the work. She was brought in on Marketing Preferences Opt-In work to aid in exploring design options that included One Click. To say she went above and beyond would be an understatement. Kristin collaborated with my team to create documentation detailing every possible solution. Kristin set up a Figma file to map out all options and she worked with partners to research and determine all factors and dependencies. She also created a very detailed and very understandable Google Slides presentation that was instrumental in discussions with the larger group. She took the initiative and created improved and alternate designs, exploring different technical capabilities and product teams. Kristin presented these options in multiple meetings and was able to confidently speak to the pros and cons of each, as well as answer questions. Without Kristin's additions and excellent work, this project would not have had tangible options to supply to stakeholders and partners."
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