AutoMail Web Application
QuantumDigital helps businesses and marketing professionals target their marketing and reach customers through direct mail marketing, print, mailing, and on-demand services. AutoMail is one of QuantumDigital’s main product lines.
AutoMail is an automated tool for real estate agents who want to elevate their brand. This product allows agents to set up an entire year-long direct mail campaign of marketing postcards at one time, but it was lacking customization. Sales for AutoMail had been rapidly declining for years and there was a high percentage of cancellations. Based on customer feedback and internal research, QuantumDigital decided the product needed to be redesigned to be mobile responsive with several new features.
Tools Used: Figma, Sketch paper, Asana, Slack, and Google Suite.
Team, Roles & Responsibilities: Product Designer (myself), one front-end developer, one back-end developer, one product manager and two QA testers from IT.
Timeline & Launch: We launched the first release of the new AutoMail at the end of November of 2018, spanning a total of six months.The product is still being developed further and we are iterating as we receive product feedback.
After years of customer phone calls with customer service and after lots of research, the company found that AutoMail had a lot of features missing that customers wanted. We identified what these features were and figured out what our main problems came down to. 60 percent of AutoMail campaign cancellations were because customers wanted to: add a promo code, change their designs, edit their campaign name, or change their mailing list.
The website for AutoMail wasn’t mobile responsive and there were no customization features available. An agent couldn’t upload their own postcard design. They were stuck with the choices we gave them. So we were losing business from tech-savvy, creative agents who wanted that customization. There was no way for agents to view a snapshot of their return on investment for AutoMail other than manually counting the number of leads they’d received.
In order to solve for decreasing cancellations to increase AutoMail sales, we needed to redesign the AutoMail web application to meet the needs of customers. We would create a better user experience where customers understood that they could create a campaign with the same set of designs for multiple lists. We would give customers access to a dashboard of features, including a way to access all of their leads in one single place and view other relevant campaign data.
We planned to do several releases of the product in order to gain feedback, make iterations along the way. But, we needed to launch the product by November, in time for one of the largest real estate conferences of the year. We needed to do releases in phases and work in an agile way.
The two parts of the product we would redesigned were:
- The campaign ordering process for the postcards
- The campaign management area where customers could view and make edits
The brand new part of the product we designed was a dashboard for customers to manage all of their marketing campaigns, view their analytics, ROI & spending.We scoped out time for research, design, user testing, development and QA.
We planned on doing a beta release of the product to a select group of users to gain feedback before release and catch any potential bugs we may not have caught during our own QA testing. This didn’t happen. Unforeseen development hurdles arose throughout the process, and unfortunately, we weren’t able to do the beta tests.
Some other large constraints we faced included working in a well-established legacy system. We couldn’t redesign every part of the system at once, so we had to choose what made the most sense first. Because of that, we would have to take customers from our newly designed software back into our legacy system in order to access some features.
This meant that the look and feel wouldn’t be seamless across all parts of the software at first. But this is sometimes a sacrifice that has to be made when you are redesigning an entire system with a company that has been around for over 30 years.
For the hi-fidelity designs, I started with the campaign creation process. I reviewed the legacy product’s UI and used that as a reference for improvement on the components being used. From there I moved onto the campaign management views. And lastly, the dashboard interface. I designed for mobile as I went through the desktop designs to make sure I was keeping responsive design in mind. This was important because our legacy product was not mobile responsive. I tried to make the design very clean and simple. The old design was very outdated so I was able to really modernize it and improve upon it.
I worked with a product manager on my team to prototype the designs in Figma as I designed the screens.
After we launched AutoMail, we found that our users were having some confusion around how the billing was displayed in step 4 of campaign creation. Because of this, we iterated the billing table to make it more dynamic for all of the different billing scenarios using an accordion component type.
Create a Campaign – New Designs
Campaign Management – New Designs
We are still measuring sales results as we ramp up our marketing efforts. In order to measure if we have decreased the number of cancellations we have, we will have to wait for more time to pass as we collect those results. Customer and stakeholder feedback has been very positive so far. I will report more results as time goes on and we get more feedback and financial results.