Reimagining how content functioned within the growth ecosystem

Company

Intuit Mailchimp

Intuit Mailchimp

Focus

Growth Design

Growth Design

Project Type

Professional Work

Professional Work

My Role

Product Designer

Product Designer

Project Overview

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 system.

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 - Content discoverability was fragmented - Gated assets were isolated, not embedded within a journey - There was no clear lifecycle framing for prospects - 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.

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