Background
JetSend is a transactional email management solution that allows businesses to send, track, and manage email campaigns.
My team designed, built, and launched new platform that caters to developers. During this project we faced some interesting challenges including major rebranding that took place halfway through the process.
My Role
My primary role was to define the initial roadmap with senior leadership, product management, and engineering team, guide the UX team with feedback, include user research properly, align the team's goals with key stakeholders, integrate the UX team efforts with cross-functional partners. In short, to set the team up for success in launching a new product.
Four UX designers, content strategist, and a product manager executed the day to day work under my guidance. My team's starting objective: create and launch MVP version of a transactional email service platform.
Process
I employed flexible approach to design process during this project. I ensured that my team always focused on the feedback from users and internal stakeholders while keeping in mind our strategic objectives.
We began the project with doing our initial research by understanding our audiences, market fit, and even outlining customer journey. Working closely with major stakeholders my team and I were able to outline the MVP scope of the product.
Once, the scope of the project was defined and research conducted we moved to the design phase. My team first focused on user flows, platform architecture, wireframes and then moved on to the the UI design.
I guided the UX team ensuring they are collaborating with cross-functional partners, conducted weekly design review meetings, and facilitated necessary research activities throughout this project.
Change in Direction
From Relay to JetSend
Just as we began working on the initial wireframes and some UI components, the organization made a strategic decision to completely pivot direction in branding.
We shifted from Relay to JetSend which consisted of completely different colour palette and new visual language. Luckily, my team worked very quickly and efficiently to update all the necessary materials to ensure there were no delays in launching JetSend.
The design team focused on updating colour palette and typography, but kept global layout intact during this transition.
Challenges & Lessons Learned
Major brand update halfway through the process proved to be a challenge. However, my team and I swiftly adjusted and we were able to make all necessary changes ensuring timely delivery.
Another challenge we faced was a long pause on this project. As we outlined the scope of the initial launch and my team was getting ready to start woking on the designs, a strategic decision was made to focus on other initiatives. So my team had to act quickly to reprioritize other projects. When resources became available, additional training and onboarding was necessary to bring new JetSend teams up to speed.
The biggest lesson I learned during this process is the importance of being flexible. In order to be successful you need be able to adjust your processes and procedures.
There are many things that could go wrong in any project. And it's important to be able to quickly adjust to your new environment.
Outcomes
JetSend was launched on time, as planned!
We had high number of signups for the free trial of the platform with over 40% of these signups converting to paid customers.
JetSend platform is continuing to grow. New features are released on the ongoing basis.
