Maildrip is an email automation software design for small business
and creators.
The email marketing industry is highly competitive, and
Maildrip, originally designed for a specific client's needs, faced challenges upon its public release.
Role
As the Product Design lead for this project
I led design-related tasks.
I collaborated with 2 software engineers.
Process
This project followed the Double Diamond framework, ensuring a clear progression from problem exploration to the solution delivery. Each phase was used to align design decisions with user needs and business goals. A final reflection phase was included to assess the effectiveness of the solution and extract key insights for future improvement.
Before diving into design, it was crucial to understand what the business was aiming to achieve. Clarifying the goals helped ensure that every design decision would support measurable outcomes and contribute to Maildrip’s broader product vision. This alignment laid the foundation for a more focused and impactful design process.
To design something truly useful, I first needed to understand how users interacted with the product. Early usability tests revealed key pain points, unmet needs, and what wasn’t working. I also reviewed support conversations and internal feedback to uncover deeper usability issues not always visible in testing.
Understanding the key friction points was critical before moving into design. By analyzing user feedback and product behavior, I identified the core challenges that were preventing users from fully engaging with the product, and used these to frame the central design question.
With the redesign complete, we saw clear improvements in user satisfaction and business growth, validating the impact of the new design