Industry

Marketing

Company

Intuit Mailchimp

My Role

Lead Product Designer

Driving Engagement with Thought Leadership

Main Project Image
Main Project Image
Main Project Image

Project Summary

I led the design of a Resources Hub tailored to Mailchimp’s mid-market customers. The hub enhanced discoverability of thought leadership and key resources to drive deeper engagement while strategically incorporating gated content to support first-party data collection. By aligning the experience with mid-market prospect needs, the project also aimed to boost sales-assisted conversions and create a seamless journey from exploration to purchase.

Role & Scope

My Role: Lead Product Designer Team: 1 PM, 2 software engineers, 1 web ops specialist Scope: User testing, wireframes, prototypes, informaion architecture, design system

The Problem

Mid-market customers struggled to discover relevant thought leadership and resources within Mailchimp’s existing experience, limiting engagement and missed opportunities for deeper brand connection. Additionally, the lack of strategic gating prevented effective first-party data collection, hindering marketing and sales insights. Without a tailored content experience, the path from exploration to conversion felt fragmented, impacting sales-assisted conversion rates and overall user satisfaction.

Resources Iteration
Resources Iteration
Resources Iteration
Image
Image
Image
Resources Top
Resources Top
Resources Top
Mobile Long Scroll
Mobile Long Scroll
Mobile Long Scroll
Resources Footer
Resources Footer
Resources Footer

Learnings

This project reinforced the importance of aligning design and content strategy early on. Collaborating closely with a Content Designer helped create a clear, consistent narrative that supported user engagement from the start. Through user research, I gained valuable insight into how mid-market prospects perceive thought leadership and what information they need to feel confident exploring premium offerings. Iterating with these insights in mind, and partnering with Engineering and Web Ops, taught me how to navigate technical constraints while maintaining design integrity.