Mad*Pow - Constant Contact Website Redesign │ Mad*Pow Results

Project Team

Buck Beaudoin Leadership Team
Visual Design

Megan Grocki Leadership Team
Experience Design

Constant Contact is an industry leader assisting small businesses with their online marketing. They help their customers cultivate stronger relationships with their audiences by providing email marketing, online surveys and event marketing software. Constant Contact's tools are affordable and easy-to-use and their new website had to match these corporate ideals.

Constant Contact was launching a significant 3rd product offering and knew they had to reevaluate their entire website architecture. They really wanted their offerings to resonate with their highly disparate target audiences. They needed to know more about the mindsets and behavior of their customers and prospects.

Luckily, aligning site visitor interaction with digital design was right in our wheelhouse.

In a highly competitive market, they relied on our expertise to engage with their users, allowing their feedback to shape the future of their website's design. We sought to understand the successes and gaps of the current Constant Contact site through initial research. We performed a usability test of the current site, interviewing small business owners interested in using email marketing as a tool for growing their business.

We engaged with their audiences via focus groups, online surveys, and cardsorting exercises. The combination of these user research methods showed us what was important to users, the information they needed from Constant Contact's site and the quickest way to discover that information. Throughout the user research and the design process, we worked alongside Constant Contact stakeholders, immersing them in feedback from real people and our evolving ideas.

Our extensive user research shaped the forthcoming design. Our wireframe mock ups mapped out the overhaul to the information architecture and demonstrated new conceptual paradigms. We then conducted a series of reviews with users to see which designs suited their needs and garnered the highest emotional connection.

Their new site resulted in a significant increase in the number of users signing up for Constant Contact's free 60-day trial. They were thrilled with the reactions and the general industry buzz when their new site was launched. In addition, Constant Contact felt the new site truly reflected their brand essence.

www.constantcontact.com

Insights

Consumer Decisions in a Social World
In a recent issue of the Harvard Business Review that focused on branding, David Edelman articulates how consumers’ engagement with brands is evolving with the proliferation of social media and other digital channels.
5 Steps To Designing A Better Health Care System
The goal of the Healthcare Experience Design Conference (HxD) held in Boston recently was less about dissecting the problems within our existing health care system and more about how we can start solving them. In the keynote address, the U.S. Chief Technology Officer, Todd Park, called on designers to participate in a “self-propelled, open ecosystem of innovation.” As people invested in improving health care through design, we were excited to hear it.
Defining A Social Commerce Strategy
Relying on friends, family and other consumers to gather and share purchase information is fundamental to shopping behavior.