Return Path
Optimizer Tile

User Experience Design

Dashboard tile for enterprise email analytics software displaying new email campaign diagnostics for a specific date range.


Overview

The Problem

Email marketing managers and Return Path support specialists need a way to view new issues and have quick access to recommended solutions to address potential deliverability challenges in email campaigns

The Goals

  • Provide a technical support specialist a way to see what new issue may be affecting an account so they know where to look first when troubleshooting issues.

  • Provide the customer a way to know right away if something has changed with the way
    a mailbox provider views an email campaign. 

  • Use this tile to uncover the most recent diagnostic issues affecting email campaigns and which are causing the biggest impact across an email program.

The Solution

Create a tile so that email marketers can login to the dashboard and quickly see new diagnostics affecting current campaigns. The tile is color coded by type of diagnostic and includes links to a campaign's page, filtered by date and recommended solutions.

My Role

UX Designer

Tools 

Pencil & Paper
Sketch
Invision
 

 

 

 

 

 


Challenges

The are over 20 different "optimizers" (diagnostics) that need room to be displayed in an index card sized tile along with supporting data to make the user experience complete. One of the main problems I faced was figuring out how to display the available data without overwhelming the space provided and still making sense to the user.

At the same time, I wanted to solve this problem in a way that would distinguish the Optimizer tile in appearance from the others on the dashboard. In order to do this, I had to find a balance between streamlining content and emphasizing that this tile shows data distinct from other troubleshooting data available on other tiles.

Research

Using the persona that would most likely use this tile, I was able to fully understand the users KPIs, goals and challenges.

Key Performance Indicators: Revenue from email, Click to open rate, Low unsubscribe, Conversions

Goals: Create efficient email processes and increase KPIs, Create targeted and relevant email campaigns

Challenges: Email doesn’t always make it to the inbox
 

Interviews

I spoke with our internal technical account managers to find out:

  • How they troubleshoot issues for their customers.
  • Which diagnostics are the most important
  • Which diagnostic information is most relevant to show.

Iteration #1

Ideate

. The requirements for the tile included:

  1. Order items by newest first in "New issues".
  2. The tile should have options to multi-select by tag, from domain, and IP.
  3. If clicked, the user is taken to the Inbox Monitor homepage with campaigns filtered by the time range, filters, and diagnostic.

I started by sketching potential options for how to display all of the data. 

Validate

What I tested (with internal support specialists):

  • Was the layout distinct enough from the other tiles with a slight change to the hierarchy?
  • Did the categories make sense?
  • Would the icons be necessary for understanding?
  • Was it necessary to use the "fix" button at all or could that space be used to expand on current data?

What I learned:

  • The layout was too close in appearance t other tiles to make it stand out.
  • he "warn" and "resolved" categories were not as relevant as critical.
  • The icons were redundant to the above categories.
  • The "fix" button implied that this was a resolution instead of a troubleshooter. 

Iteration #2

The second round of sketches show a different layout incorporating new categories that identified the type of diagnostic vs the severity since we concluded that ALL issues were important.

Validate

What I tested (with internal support specialists and fellow UX designers):

  • Did the new layout differentiate the tile from other tiles.
  • Do the new categories make sense in this context.
  • Is all of the relevant information present since removing such data as mailbox provider and the "fix" button.
  • Is the most important data emphasized the most.

What I learned:

  • The new layout is eye catching and more distinct.
  • The categories are more relevant in determining if a specific campaign is actually affected by an issue or not.
  • The icons are a distraction and adding color could serve the same purpose.
  • Removing mailbox provider didn't matter because most issues are triggered by both mailbox providers.
  • A link to the troubleshooter could be added as a link from data already present.

Iteration #3

Bring the design into Sketch and add some color and screens to show interactions in InVision.

Validate

What I tested with the product manager and fellow UX designers:

  • Are the icons suitable for the categories?
  • What were the most effective colors?
  • Do I include unresolved issues in it's own tab?
  • Should the name of the diagnostic link to it's description?
     

What I learned:

  • The link to the description of the diagnostic should open within the tile instead of linking out to another page.
  • The "cards" needed to be longer to accommodate text in foreign languages; as much 30% longer. This changed the layout
    to display four cards per tile.
  • The interactions needed to include help text at the bottom to explain how hover and click states function.
  • Order items by newest first in "New issues", secondary sorted by most campaigns affected.
  • Colors need to be more saturated.
  • Icons are a distraction, not necessary to convey category type.

Prototype

Final Design

The tile was released to the public beta in Dec 2015.