Embedded Files
I led UX design and cross-functional coordination for our 12-person dev team to build a compliance-first resubscribe feature that was blocking the entire Contacts Platform UI Redesign rollout.
ResultsÂ
→ The resubscribe flow reduced customer support escalation rate by 73% , contributed significantly to $1M+ annual savings, and enabled platform rollout through compliant audit trails across CAN-SPAM, GDPR, and CASL.
â–¸ Product screen for resubscribing contact
â–¸ Inbox showing resubscribe email
Problems to solve
Customers could not manually resubscribe an email address in the Contacts UI beta, but instead had to rely on their contact to opt-in again using a sign-up form.
Legacy UI reused the Confirmed Opt-In email, making it impossible to track resubscribe requests from the double opt-in feature.
 Reduce business risk from compliance fines for customers and Constant Contact.
▸ Beta program Voice of the Customer weekly sync“The worst part is that you CANNOT resubscribe someone. I spent over 30min on the phone with your customer service during my work day only to have them realize that there is not a solution to this. Major oversight. We have requested to be taken out of the beta.”
User goals
Manage accidental opt-outs in the product.
Improve confidence and clarity in the resubscribe experience.
Comply with regional anti-spam laws.
Business goals
Protect our sender reputation and mitigate compliance abuse.
Integrate with modern infrastructure.
Provide unique audit trail for resubscribe.
Reduce customer support escalations for Contacts UI beta milestone.
Increase active billable subscriber count.
My role & contributions
Best practices market research.
Requirements building with PO & engineering.
Concept ideation & flow diagrams.
Iterative prototyping in Figma.
Guiding UX researchers in designing studies.
Leading cross-functional discussions with compliance, syndication, & product teams.
Delivered annotated designs for development.
UX quality assurance testing every sprint.
Cross-functional leadership:Â
Navigated complex compliance requirements across Legal, Product, and Engineering teams while managing beta customer expectations. Created technical documentation that became the reference for future compliance features across the platform.
Context for the project
I documented product behavior, business logic, and customer feedback in Whimsical to facilitate cross-functional discussions with various technical and product teams. These diagrams proved extremely valuable for planning and executing UX research sessions.
▸ Detail of a diagram capturing product behavior, contact actions and inbox features that can result in an email address becoming unsubscribed. View in Whimsical ↗️
â–¸ Identifying opportunities from customer feedback for the Legacy Contacts 2.0 resubscribe feature
Design explorations
Finding ways to surface relevant information (What does this email look like? What's the subject line and sender address?) and setting expectations after sending a resubscribe request.
â–¸ Concepts from co-design sessions with engineering and product leads.
â–¸ Email concept integrating compliance feedbackÂ
Refining a design solution
Multiple iterations were informed by peer design review feedback, +30 moderated and unmoderated UX research sessions, and cross-functional presentations.
Sample Figma files
▸ Resubscribe flow screens.
Key insights & decisions
Allow resubscribe from contact table & profile.
Shorten flow by combining steps.
Simplify options & UX content.
Boost confidence with dynamic preview.
Show resubscribe activity in contact profile.
Dev handoff
For each two-week sprint I created a detailed UX implementation prototype with annotations and links to the React components in our development styleguide.
â–¸ Sample UX implementation annotations
Next steps
Working with technical limitations and time constraints for the initial release we knew there were areas that could be improved to give customers even more control and flexibility.
Fast-follow items delivered post release:
Dynamic thumbnail
Integration with email preview
Future ideas:
Sending a resubscribe request multiple times
Dynamic safeguards to mitigate abuse
Customizing the resubscribe email
Option to add a personalized note for the recipient
Account wide reporting on resubscribe requests
Report abuse