Role: Research, Design, Prototype
Company: dataxu
I worked with the marketing team to fix subscription issues for the blog newsletter. Here's the process we used to improve communication and feedback for subscribers.
When people subscribed to the blog newsletter they were left in the dark around the status of their subscription. We were also not collecting any feedback from those who were unsubscribing, clearly a missed opportunity.
I mapped out scenarios of the subscription process and reviewed it with the marketing team. We identified gaps in communication and collaborated on a flow for a better user experience. I also incorporated an optional form to collect feedback, with the intention of continuous iteration and improvement based on real user feedback.
Scenario: a user subscribed to the blog but doesn't receive a confirmation email. It is unclear at this time if they entered their correct email address.
The new flow includes an immediate confirmation email. It was a simple fix and the instant feedback proved helpful for subscribers.
I focused on the subscription center messaging next and completely redesigned the process for better communication. Now we have two simple scenarios illustrating the process for users to unsubscribe or simply change their subscription.
The new confirmation message uses both green “success” text paired with a checkmark symbol. These messages reduce cognitive load so users know the status instantly, leaving them confident of their actions.
I added a new feedback form, placed after the unsubscribe process, to gather optional feedback and provide insight into why they were choosing to unsubscribe.
