Mailchimp
About the Project
During my tenure as head of Marketing Design at Mailchimp, I oversaw a significant expansion of the department, growing the team from 6 to over 30 members. Despite the challenges presented by a global pandemic, I led the team in a complete overhaul of the global navigation, home page, and pricing strategies. In addition, I successfully managed the launch of three new products and a brand campaign, which were critical to the continued growth and success of the company. These achievements are just a few of the many highlights that my team and I were able to accomplish during my time at Mailchimp.
Global
navigation
The Mailchimp global navigation redesign project was initiated to enhance the user experience by creating an intuitive, user-centric navigation system. This project involved a deep dive into the existing website structure to identify and address usability issues.
Key challenges included an unclear hierarchy leading to content overlap, inconsistent clarity in navigation labels, difficulties in site wayfinding due to inconsistent page titles and lack of location markers, and issues with the relevance of content to a broad user base.
The redesign focused on creating a clear hierarchy and taxonomy, using intent-based nomenclature to reduce ambiguity, reorganizing the resources menu for clearer user interaction, and targeting different user segments through tailored navigation.
This solution involved a modal drawer navigation system that emphasized primary high-level categories, ensuring content was easily discoverable and scalable. The design aimed to simplify user interactions while providing immediate access to a broad range of content.
The outcome was a more streamlined, user-friendly navigation experience on the Mailchimp website, significantly improving user interaction and site usability.
Campaign
This campaign, during the pandemic, was a strategic initiative to enhance brand engagement and preference. The campaign aimed to attract a wide audience at the top of the funnel, promoting Mailchimp's new brand promise and developing customer affinity. The strategic approach was multifaceted, focusing on inspiring sentiment, building brand preference, and positioning Mailchimp as an essential resource for small businesses. It leveraged a mix of smart features like analytics, automations, and content creation tools to distinguish Mailchimp in a competitive market. This comprehensive approach was tailored to increase awareness, improve brand perception, drive customer consideration, and accelerate paid sign-ups.