Small business owners wanted more relevant email marketing tools on their mobile app that fit the context of their busy day-to-day. Feature parity with the more robust web application version of the product became less of a priority and more of a potential risk to be avoided.
My team and I looked to prioritizing contextual tools that complemented web features such as segmentation which aimed to offer mobile users more control with less effort to tailor their content and communication for the right audiences, leading to better customer relationships and business growth, accomplished on-the-go.
Busy entrepreneurs using automated email marketing faced limited content creating and managing features on iOS and Android apps compared to its desktop counterpart. This limitation forced them to interrupt their workflow to complete tasks that could only be done on a stationary desktop, leading to inefficiencies and missed opportunities for people to grow their business in places and times where and when it mattered for them.
As a team, we identified and validated that the highest value and interest among active mobile app users was not creating content, which could be done on the existing desktop application. Instead, on mobile app, what mattered was having the ability to control or complete a task in the moment quickly such as connecting with subscribers at events or scheduling content for release.
So, the solution I delivered didn't simply mock the desktop app for parity but rather complemented it. We prioritized a feature that enabled mobile users to segment content with their target audiences on-the-go, promoting business growth and fostering client relationships at the tap of a button where and when they needed to.
Giving busy entrepreneurs the right tools meant they could grow their business at the right time and in the right places, when it mattered to them. A content segmenting feature helped them foster customer loyalty through timely, personalized content.
I worked closely with my product team as a UX generalist, handling the full-cycle design process, end-to-end. That included conducting research, interviewing customers, identifying painpoints, iterating on designs, crafting high-value mobile app features, and supporting our development and engineering leads with solution implementation.