Mailing

About the project

Oprosso is a CX, HR, UX and marketing research platform. It operates primarily in the CIS market, offering similar functionality to international platforms such as SurveyMonkey, Qualtrics and Alchemer.

One of my significant challenges in the product was redesigning the delivery of surveys to respondents via mail.

My tasks

Historically, the product included a built-in email distributor, but it was under technical debt. Thus, I had the task of designing it from scratch. In the process, I:

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Analyzed competitors

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Conducted in-depth interviews with users

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Described use cases, user path diagrams

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Developed mock-ups and prototypes

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Conducted user tests using the RITE methodology

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Created the specification for the development

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Performed functional acceptance

Research

Competitor analysis

First of all, I analyzed direct and indirect competitors who have similar functionality. I studied how mailings work, and under what scenarios certain features might be needed.

Analyzing the use of the service

Analyzed the use of mailings over the last year

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Highlighted customer groups, which companies and departments use mailings

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Frequency of sending surveys via email

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What research was disseminated through this delivery channel

User interviews

Invited users who have been active in mailing lists over the last year to be interviewed. It was possible to identify some problems of users:

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When respondents live in different time zones, some may receive the link at a convenient time, while others may receive it in the evening after work

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They have to delete duplicate addresses myself

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Having to manually verify addresses against past databases to avoid irritating respondents with frequent mailings

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Need a mailing by triggers

Designing

Described basic usecases, job stories and user path diagrams.

Prepared low-detailed wireframes. Checked with the development team for technical limitations.

Sending a mailing

Step 1: Sender

The first step is to fill in the sender's name, select the mail, specify the subject and optionally set the header. After completing the first step, it is possible to move on to other steps.

Step 2: Mailing list

Next, you need to select the address base for sending from the previously uploaded ones, or upload a new one

Address database

You can load a new database from a csv file. Columns with data can then be used as variables in the email itself. It also checks for duplicates and address correctness.

Step 3: Letter Design

In the designer you can create variable email layouts: text, images, buttons, video, etc. There is a preview on desktop and mobile, as well as test sending.

Customizing elements

Any block in an email can be customized. For example, you can set variables, size, color, and text styles in the text.

Templates

Successful design, you can save as a template or use one of the preset templates.

Step 4: Sending

Before sending, we show all important data about the mailing, for verification. It is also possible to postpone sending, taking into account the time zone of the respondent

Statistics

After mailing, you can see the statistics and resend emails to those who did not open them.

Usability Testing

Researchers, marketers and HR executives from different companies were invited for testing.

The testing was conducted using the RITE methodology.

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Described the goals and hypotheses of testing

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Created a detailed prototype in ProtoPie

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Prepared 4 main test scenarios

It took 4 cycles of change for respondents to begin testing without difficulty.

Redesign
results

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Automated work with the address database of customers

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The possibilities of customizing the design of letters for the client's brand have been significantly expanded

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Ability to personalize emails through variables

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Ability to add personalized links to research

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Added possibility of delayed sending of mailings taking into account the time zone of the respondent

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The redesign unlocked the implementation of contact policy and triggered sending in the mailer

Kononoff.alexey@gmail.com

Oprosso Mailing

Research

Sending a mailing