Loelle's LookBook
Contact Profile 2.png

Mailchimp Contact Profile

Problem & Opportunity

Research has shown that our users turn to mobile apps to add new contacts, edit data about a contact, or check details about an individual person in their audience. The way contacts are currently presented for iOS and Android has not been updated in some time, which has led it to lag on surfacing new profile components we make available on web, as we’ve built out our CRM capabilities.

Contact Profile is an effort to modernize the way we present contacts on our mobile App, introduce new components currently available on web, such as contacts’ activity timeline, social data, and notes, while also improving the experience of working with, contacting, and understanding one’s contacts to be more intuitive.

Discover

Goals, research and methodology.

Goals and Antigoals

Goals

  • Simplify the contact profile

  • Incorporate and further explore existing features

  • Help users better understand their contacts and how individuals play into aggregate trends

  • Improve the experience of contacting one’s contacts

  • Explore simpler contact management

Antigoals

  • Increase the number of taps and screens

  • Decrease discoverability

Research Methods

  • Competitor and Market analysis of about 30 marketing CRM products

    • 5 focused on small businesses and only 3 had mobile apps

    • We looked at these mobile apps and the capabilities their Contact Profiles provided

  • Through a Mobile Survey, we confirmed that both Adding and Editing Contacts was a high priority for our mobile app users

  • User interviews/case studies revealed their motivations (below)

Measuring Success

  • Drive repeat engagement with the mobile app and elements of Contact Profile in particular

Turtle Squad - March 2019 Planning.jpg
 
Competitor and Market Scan: Small business marketing CRMs with Mobile Apps

Competitor and Market Scan: Small business marketing CRMs with Mobile Apps

Team Turtle CRM Context Presentation - Nov 2018.png
Mobile Marketing Needs Survey [Dec 2018].jpg
 
 

Define

Insights and how we applied them.

 
 

Case Studies Revealed…

  • Early on, every new customer is an exciting learning opportunity

  • Before you have enough data to learn in aggregate, you learn on the individual level

  • Your product has a hefty price tag, and you’re more hands on with your customers

  • Users want more information about each contact, like transactions, marketing activity, and notes

User Needs and Requirements

As a Mailchimp customer who uses my mobile device to manage 1:1 communications, record notes about my contacts, and learn while I'm on the go, I want to be able to see the data I have about a user in the mobile app. Currently, I cannot access the customer data and functionality available on the web. Specifically, I want to be able to see the following:

  • Contact Header, Engagement, Details, Current Activity Data, View Notes, Contact Actions

 
 

Design

Artifacts and Solutions

Current Audit

An audit of the existing design revealed:

  • A header with limited status information

  • Star ratings without explanation

  • A lack of nuance in activity and history

  • Inability to deep dive

  • Segmentation of details onto multiple pages

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IMG_3238.JPG
 
 

Versions and Testing

My team (Researcher: Jud Vaughan, Designer: Izuchukwu Elechi, Content Specialist: Yvonne Lee) led a remote test of this prototype to validate usability, gauge relevancy of the new information provided in a mobile context, and validate the content structure and what’s most useful to our mobile users at an individual contact level. They found:

  • Users value a customer’s “origin story” and activity trail

  • Users value seeing similar customers to paint a bigger picture

  • Action items like removing a contact weren’t immediately obvious

  • Want more information, but unsure if Mailchimp has the capabilities

[Initial reaction] - it is fantastic to have open and click rates right off the bat. We know who are invested and opening emails. It’s handy to have these numbers to know who we can market their products to because there will be a higher likelihood they will buy…

Seeing this helps you relate to the person more, they are interested in the stuff I’m sharing and I feel like we lose sight of that instead of calling them “followers” or “Subscribers”

I get most info from Google Analytics - how they use my site, I’m not sure if MC can look at behaviors of individuals on the site.

Final Design

The final design was a labor of love and presents the most value with the least effort/burden for our very busy team! With insights directly from our user, we’ll be able to move more and more closely to our goal of fulfilling our customers’ CRM needs. This is just V1 and many more features, especially those for our e-commerce users (our most engaged) are soon to come.

 
The Header reveals contact origin, an illustration and copy reflecting engagement level, meaningful engagement stats, and a dynamic background. The FAB on Android presents the opportunity to email a Contact directly.

The Header reveals contact origin, an illustration and copy reflecting engagement level, meaningful engagement stats, and a dynamic background. The FAB on Android presents the opportunity to email a Contact directly.

Standard Contact details with the ability to Edit.

Standard Contact details with the ability to Edit.

User can manage Contact tags or view notes (originate on Web).

User can manage Contact tags or view notes (originate on Web).

Users can view more nuanced activity, beyond just email campaigns.

Users can view more nuanced activity, beyond just email campaigns.

 

Deliver

Getting it built

  • Spent 2 sprints closely collaborating with my team to round out and hand off very technical details like..

    • Colors and strings for contact status pills

    • Header background and behavior

    • Delete and Archive Functionality

    • Engagement levels and imagery

    • VIP status handling

    • Action items for notes

    • Handling new and bounced contacts

    • Details of presenting metrics

  • With our tickets thoroughly groomed, we are beginning to build this next Sprint…

Phase 2: Added Functionality (in order of priority)

  • New Activity Data (create new API endpoints)

  • Create and edit Notes

  • E-comm Data below header

  • Gravatar image

The Future

  • Enhanced E-comm experience

  • Experimentation around tags and finding similar contacts from the contact profile

  • Introduce simpler contact management from Audience Overview

    • Consolidate contact viewing to a single list with simple, powerful, sort & filter options

    • Update the contact cell

  • Increase the utility of social data

    • Encourage making incorporating social data free to paid users

    • Implementing new ways that social insights may empower users