Resources Hub

Intuit Mailchimp

Mailchimp’s high-value marketing content was distributed across disconnected experiences, limiting its ability to drive structured engagement, first-party data collection, and mid-market pipeline growth.

The opportunity was to re-architect how content functioned within the growth ecosystem.

Mailchimp Resources Hub Thumbnail.png
Mailchimp Resources Hub Mobile.png

Scope
Testing and validation, wireframes, prototypes, design system

Team
Designer (me), 1 Copywriter, 1 Product Manager, 1 Marketing Manager, 2 developers

Timeline
~3 months

Engagement

✅ 28% increase in average engagement

✅ 42% increase in clicks to pricing

✅ 12% decrease in exit rate


Conversion

✅ 80% increase in account activations

✅ 180% increase in conversion

Top Performing Pages

Email Marketing
105% increase in engagement, 250% CTR to pricing

Analytics & Reports
290% engagement increase, 380% CTR to pricing

Automations
82% engagement increase, 128% CTR to pricing

Problem Framing

Business Context

Mailchimp needed to:

  • Increase 1PD capture

  • Strengthen mid-market acquisition

  • Improve sales-assisted conversion

  • Reduce dependency on third-party data

Core Gaps

  1. Content discoverability was fragmented

  2. Gated assets were isolated, not embedded within a journey

  3. There was no clear lifecycle framing for prospects

  4. Engagement did not consistently translate into measurable pipeline impact

The Opportunity

Rather than optimize individual pages, I framed an opportunity:

What if content itself became a structured acquisition system?

The idea: build a centralized marketing library designed around lifecycle, intent, and conversion.

Strategic Intervention

  • Consolidation as growth infrastructure

  • Strategic gating aligned with buyer intent

  • Information architecture as revenue driver

Iteration Through Testing

Using user testing and behavioural data, I validated:

  • Content discoverability

  • Messaging clarity

  • Gated flow comprehension

  • Scroll behaviour and drop-off

Design decisions were adjusted based on:

  • Engagement heatmaps

  • Stakeholder feedback

  • Performance metrics post-launch

Measurable Impact

✅ 28% increase in average engagement

✅ 42% increase in clicks to pricing

✅ 80% increase in account activations

✅ 180% increase in conversion

Beyond immediate lift, the Resources Hub established scalable infrastructure for lifecycle content strategy and first-party data collection.