Introduction
Feefo sought to improve the response rates of their feedback emails, a key metric tied to user engagement and data quality. Their email response rates lagged behind industry standards, impacting client satisfaction.
As the lead Product Designer, I identified user pain points, redesigned templates, and worked with engineering to implement solutions, achieving a 43% uplift in response rates.
As the lead Product Designer, I identified user pain points, redesigned templates, and worked with engineering to implement solutions, achieving a 43% uplift in response rates.
Challenge
Feefo’s feedback emails underperformed, with low Click-Through Rates (CTR) and Click-to-Open Rates (CTOR). This directly impacted client data quality and engagement metrics.
Solution
We focused on reducing cognitive load, enhancing the call-to-action, and improving content hierarchy. Through iterative design and data-driven decisions, we created new templates that were more user-friendly.
Process
- Research: Analysed existing metrics, interviewed users, and mapped the feedback journey.
- Design: Prototyped and tested iterations to optimise layout and content.
- Test: Collaborated with engineering to roll out and A/B test solutions.
Impact
The redesign led to a 43% increase in response rates, enhancing client satisfaction and data quality.
OKRs
- Objective: Increase user engagement through improved email design.
- Key Results: Achieve a 60% increase in response rates.
- Achieved: 43% response rate uplift.
Gallery
