my role
See what my team had to say about working with me! For this project, I was the sole product designer working with a product manager and a team of engineers. I was responsible for presenting my progress to multiple stakeholders throughout the process.
context
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
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.
solution
Pre-Approved Transactional Templates: Provide ready-to-use transactional flows for both SMS and email, simplifying the process.
Seamless Custom Flow Creation: Enable users to build custom flows with transactional messages directly within the app using an intuitive UI card.
Value for Klaviyo and Customers:
Enhanced Customer Experience: Timely transactional updates foster trust and improve communication, leading to a positive brand perception.
Increased Efficiency: Streamlined workflows and self-service options save time and effort for both Klaviyo users and their customers.
Improved Deliverability: Properly designated transactional messages enhance deliverability and ensure critical updates reach recipients.
project kickoff
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.
project kickoff outcomes
timeline
discovery / competitive analysis
Compared location of transactional messages, types of messages sent, customization options, and approval methods.
current user flow
Today the experience for transactional emails and SMS messages differ in location, request process, trigger selection, waiting period, and available templates.
user flow
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.
lo fi exploration
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.
hi fi / moving forward with option 6
After presenting options to project stakeholders and receiving feedback, I decided to move forward with the checkbox option.
hi fi / usability testing
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.
hi fi / research results
Users really enjoyed being able to request reviews in app.
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.
hi fi / prototype
Edit and submit a message for transactional status
Check approval/denial records + fix rejected message
Appeal a rejected message
hi fis / release tracking
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.
55K AI review requests over the last 90 days which amounts to $3.6M saved for the “last 90 days rolling” and $60k in MRR attributed to transactional. There is also a very high rate of Flows set live (~80%) vs typical SMS Flow action (~24%)
public reaction
