- Project
Feedback email response rates
- Role
- Lead product designer
- Stack
- Email templates, journey mapping, A/B tests
- Year
- 2022–2023
- What I owned
- Research, template design, iteration with engineering, reading the tests.
- What I shipped
- Redesigned templates with clearer hierarchy and CTA. 43% uplift in response rates against a 60% OKR.
Overview
Feefo needed better response rates on feedback emails. Low replies meant thinner data for the clients who paid for it. I was lead product designer: research, templates, and the tests with engineering.
The problem
CTR and CTOR were below industry standards. The emails asked too much, the hierarchy fell apart in an inbox, and the call to action was easy to miss.
The process
I mapped the feedback journey, interviewed users, and prototyped. Engineering shipped the templates. We A/B tested rather than calling Figma finished.
Measuring success
The objective was a 60% increase in response rates. The tests showed 43%. That is the number on this page, not a rounded-up one.
Outcomes
Clearer hierarchy and a stronger CTA in production templates. 43% more replies, which improved the data quality Feefo’s clients actually bought.