Craft
Research
Strategy
Prototyping
Design System
How I led research and design to ship a brand new feature set and reach adoption goals
She’s combined her strong design instincts with user obsession, and the result has been a massive unlock of value for our customers.
— Paul, Product Manager
Emma's general comfort level and overall strength in executing on all phases of research make her an invaluable asset to any team.
— David, Design Researcher
For a year, I led research and design for the Accounts team.
Defined roadmap in collaboration with product and engineering.
Ran moderated and unmoderated research sessions to understand needs and test designs.
Collaborated with data to understand the funnel of adoption.
Organized and facilitated design workshops to generate ideas.
Designed, prototyped and collaborated with engineering to build and ship features.
Our goal was first to introduce Accounts to our product, then to iterate with a growth mindset to increase adoption.
Front Accounts are clients or organizations grouping individual contacts. Accounts encompass a large feature set; I redesigned our Contacts manager, Contact details side pane, Contacts card, and all associated flows such as creating, editing, syncing, merging, error handling, and more.
With this work, Contact Details adoption went up >80%, Contacts Manager adoption up >70%, and accounts adoption up to 9% of our Prime/Enterprise customers.
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