Email Migration & Adoption (Mailchimp)

 

Project Overview:
 I led the migration of all new customers to Mailchimp’s next-generation email builder, Nuni, focusing on research-driven adoption experiments, accessibility, and user experience improvements.

Challenge:
 Mailchimp needed to migrate 100% of new users from the legacy builder to Nuni, ensuring a seamless transition without disrupting customer workflows or increasing support tickets.

My Role & Approach:

  • Led end-to-end UX strategy and workflows for the migration.

  • Ran cross-disciplinary design workshops with engineering and product.

  • Conducted primary and secondary research to create a clear problem-space overview.

  • Interviewed customers and tracked VOC feedback daily and weekly to inform design iterations.

  • Partnered with Fable for accessibility testing, ensuring WCAG compliance.

Key Decisions & Highlights:

  1. Designed a 3-phase migration strategy backed by adoption experiments, achieving full rollout.

  2. Introduced a VOC dashboard that aligned engineering, product, and design on real-time user pain points.

  3. Facilitated an empathy workshop that surfaced critical usability blockers early.

  4. Validated solutions through usability testing with customers, iterating on flows before launch.

Process Artifacts:

  • Screenshots of annotated UX workflows.

  • Workshop snapshots (blurred).

  • VOC dashboard visual (conceptual image).

  • Before/after screen comparisons with captions: “Legacy flow (before)” / “Streamlined Nuni flow (after).”

Outcome:

  • Migrated 100% of new customers to Nuni within 6 months.

  • Reduced email builder-related support tickets by 28%.

  • Received positive feedback from internal teams on improved workflows.

Reflection:
 This project reinforced the value of daily VOC tracking and cross-team empathy as a driver of fast, high-quality decisions.