Helping Users Learn, Grow, and Stay Inspired With Confidence
Designing With Intent: Connecting Content Discovery, Engagement, and Conversion
I led the design of Mailchimp’s Resources Hub, a content experience tailored to the needs of mid-market prospects. The hub improved discoverability of thought leadership, case studies, and tutorials to drive deeper engagement and support lead qualification through gated content. By aligning the experience with key prospect goals and behaviors, the project aimed to increase sales-assisted conversions and create a smoother journey from learning to purchase.
Prospects want to learn how to grow their audience or improve their emails without hunting through dozens of links.
The solution: a centralized hub that surfaces relevant content based on business goals, skill level, and marketing journey.
From Problem to Solution
Mid-market customers struggled to discover relevant thought leadership and resources within Mailchimp’s existing experience, limiting engagement and weakening opportunities for deeper brand connection. The absence of strategic gating also hindered 1st-party data collection, making it harder for marketing and sales teams to qualify leads and customize outreach. Through stakeholder workshops and iterative prototyping, I crafted a flexible content architecture that integrated gated and ungated content to enhance user experience while enabling smart data capture. The result was a cohesive content journey that supported both customer education and business growth.
Great UX for content isn’t just about structure—it’s about context. When users feel guided and understood, learning becomes less about searching and more about growth.
