Emma Email Editor


Role
Product Owner, Lead Designer, User Research, Information Architecture, Interaction Design, QA

Time Period
Jun 2009 - Dec 2013 


Final design of Emma Email Editor

Final design of Emma Email Editor

 

This was my first big project for Emma. I was asked to be both the Product Owner and Lead Designer for the Emma Email Editor. The goal was for this to be the email market’s first interactive drag and drop email editor.

Like all of my projects, this one started with research. I formed a core team of internal stakeholders that represented the different types of Emma customers. I gained an understanding of the types of things customers liked about the current email editing experience. I also learned what they wished they could do.

With research in hand, I led several design sprints with the other UX designers at Emma. We produced a ton of interaction design ideas for how people could create emails using a more interactive editor.

Photo of drawings produced during design sprints

Photo of drawings produced during design sprints

Once we landed on some interesting interaction patterns and functionality for the core features, I created mockups of the initial workflow we wanted to create. These mockups were used by several other team members including:

  • Visual designers - develop the look for the product

  • UX designers - develop usability test scripts and plans

  • Contract developers - provide size, delivery, and cost estimates

  • Internal developers - provide size and delivery estimates

After these team members provided their estimates, I created a product roadmap, defined feature-sets, and planned development sprints.

Mockups of the initial workflow for email editor

Mockups of the initial workflow for email editor

Another requirement we had was for the email design team to be able to upload and manage the templates customers use when creating emails. I create mockups that demonstrated the workflow for this process. Those were provided to a different internal development team to estimate and build.

Mockups for collection admin tool

Mockups for collection admin tool

One of the other fun things about this project was I got to share updates about its progress in our weekly staff meeting. As a way to show instead of just tell, I started creating little videos as the product matured. People responded quite favorably to these. They even cheered occasionally.