Indeed Email Template Builder

Empathize:

I conducted a comprehensive analysis of our email developers' daily tasks, discovering they were overloaded with minor text edits. This deep dive included observing their workflows and engaging in discussions to identify key areas of inefficiency.

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Define:

• Problem Statement: Email developers are currently operating as text editors, leading to inefficiencies and a focus on trivial tasks. Additionally, teams require rapid email creation without the constant need for developer involvement.
• Hypothesis: Implementing a user-friendly template builder will enable non-developers to create templates independently, thus freeing up developer resources for more significant tasks.

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Ideate:

I conducted an audit of similar tools like Mailchimp, SendGrid, and Message Gears. Gathering insights from these platforms, I held discussions with internal tool users to understand their needs and expectations, forming a basis for the features of our template builder.
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Prototype:

In partnership with product managers and engineers, I assessed the feasibility of our ideas. Using Figma, I developed a prototype, which was iteratively refined based on feedback to address specific user pain points and streamline the email creation process.

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Test:

To gauge the template builder's success, we employed several metrics: monitoring usage frequency, observing a decrease in email development tickets, and soliciting qualitative feedback. Additionally, we tracked component and pattern use with Raven and design utilization via the Email Design Language (EDL). A significant achievement was the automation of 229 campaigns using the tool, demonstrating its effectiveness and efficiency in streamlining the email creation process at Indeed.com. This multifaceted approach to testing allowed us to continuously refine and enhance the tool, ensuring it met the evolving needs of our teams.

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To ensure continuous success with the template builder at Indeed.com, we will keep analyzing usage data and feedback for ongoing refinements. Regular updates based on user and developer input, and adapting to emerging email design trends, will be key. We'll also monitor the changing needs of our teams and the market to introduce new features or adjustments. Continuously tracking metrics like campaign automation rates and user satisfaction will guide our enhancements, ensuring the tool remains a valuable, efficient asset for email creation within Indeed.com.
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