Brand management for
An inline brand style system to accelerate Mailchimp users' market content creation and facilitate brand building.
9 stakeholder interviews with managers, designers, researchers, and users helped me understand the scope, priotrity, and focused user group of this project.
We looked at the competitor landscape and found that there were only partial executions of brand system. So we believe there is an opportunity to design an integrated and thoughtful brand management system.
I organized a participatory workshop with designers, developers, and UX writers to brainstorm ideas about how and when to capture users' brand.
Based on all the insights, I mapped out a giant user flow which I later narrowed down to mainly 3 steps: promt to set up the brand, setup or build the brand, and apply the brand to templates.
Seeing how the ambiguous problem turning into various sketches is always the most enjoyable and rewarding moments for me!
Without access to user testing, I evaluated my design by attending weekly design critique pods with a cross-functional team.
For the small business, we focused on the logo, colors, fonts, and button styles as our primary brand elements. Because they take the most of the content creation time and have the maximum impact on the final outcomes.
We chose to capture users' brand inline because when they are creating their campaign, the benefit of setting up a brand and applying it to their design is the most immediate and obvious.
Asking users to directly input their brand is the most accurate and feasible approach to capture a brand for now.