POOJA YADAV
I was the sole product designer for this project and was responsible for presenting my progress to multiple stakeholders throughout the process.
A transactional (trx) message is a non-promotional message that contains essential information for the recipient. Due to the critical nature of these messages, it is vital that they are received by the intended recipient. Today, a customer purchasing from a Klaviyo brand may not receive timely order updates, such as order confirmations, in their inbox.
problem
470
support tickets / month
75%
unaware of feature
45%
drop off
In total, Support leadership estimates that this manual review costs Klaviyo roughly $500k per year. For a brand using Klaviyo, the experience for requesting a transactional email or sms review is inconsistent, concealed, very manual, and lacks clarity, which ultimately interrupts our customers’ sending strategy by requiring them to learn guides for each messaging channel and leave the app to access a feature.
Enhancing the customer experience benefits both the brand’s customers and the brand itself. The addition of transactional messaging to Klaviyo would ensure timely updates for customers and help brands build trust and secure communication, positively influencing overall brand perception.
The solution introduces a self-service method for setting SMS or email messages as transactional.
a. Transactional template flows for both SMS and emails that are pre-approved.
b. The ability to create custom flows with transactional messages using a built-in UI card, without leaving the app.
To reduce abuse of the feature: only certain Shopify order update triggers were allowed to enable transactional messaging and there is a synthetic delay.
I led a project kickoff with all of the stakeholders for this project to create an open discussion and dive deeper into why we were working on this project, what we wanted to accomplish, and what next steps would be. In order to ensure a diversity of opinions and that we were accounting for different roles’ priorities, we had product analytics, product management, engineering, content design, behavioral design, and research in attendance.
Today the experience for transactional emails and SMS messages differ in location, request process, trigger selection, waiting period, and available templates.
Compared location of transactional messages, types of messages sent, customization options, and approval methods.
Proposing a consistent user flow to reduce cognitive load on customers needing to learn a different way to configure transactional for sms, emails, and any other channels Klaviyo decides to add in the future.
Creating a consistent user experience so that users would not have to learn a different way to configure transactional for sms, emails, and any other channels Klaviyo decides to add in the future.
HMW provide a consistent and in app experience for the user?
I explored 5 different options on how the user would be able to configure a message as transactional without needing a support representative to provide assistance.
After presenting options to project stakeholders and receiving feedback, I decided to move forward with the checkbox option.
To prepare for user testing, I updated the screens to high fidelity by utilizing Klaviyo's design system.
Collaborated with a user researcher to build out a moderator guide with 4 critical workflows we wanted to test prior to implementation and launch.
Task 1: Edit and submit a message for transactional status
Task 2: Check approval/denial records
Task 3: Fix a rejected message.
Task 4: Appeal a rejected message.
Tested prototypes with 5 customers who were all interested in transactional capability.
User feedback:
It's not obvious why or that you need to apply for transactional status
Some users were confused on when to apply for an appeal.
I updated the prototype to account for the the feedback from usability testing sessions.
Edit and submit a message for transactional status
Check approval/denial records
Fix a rejected message.
Appeal a rejected message.
Customer's data is protected by GDPR so we cannot measure if transactional recipients are more likely to buy or less likely to unsubscribe but we can follow other metrics to determine how the feature is performing. We wanted to track monthly revenue associated with the feature, how many people are using the feature, and how many people are setting a flow live.
Generating $27K MRR, 12% adoption per month, higher rate of flows set live (~80% ) vs typical flow (~24%).
Results
It's not obvious why or that you need to apply for transactional status
Some users were confused on when to apply for an appeal.
Framer 2023
Amsterdam