Unbounce’s bread and butter is a drag and drop landing page builder, enabling marketers to design and build high performing landing pages without the assistance of a developer.
We wanted to move beyond landing pages by adding a second product to our core offering. Our customers were seeking the ability to use the Unbounce page builder for more than just landing pages, wanting to use it’s conversion design tools to capture leads on their other web properties.
Role Product Design & Research
From customer interviews & user data, we had knew that our audience of digital marketers was hungry to user our page builder tool for more. This digitally savvy but code hesitant group wanted to be able to apply the same drag and drop power that we had given them for landing pages to all kinds of content.
We had 3 months to develop a proof of concept, and get a working prototype in the hands of some select customers.
We needed an interface that would allow marketers to choose specifically which page (or group of pages) a piece of content (like a popup, or floating bar) should appear on.
Popups were chosen as the first piece of content to be powered by the script. We knew the internet didn’t need more bad popups, so as a team we made it our mission to build the best popup design tool we could. We built in guard rails to prevent our customers from annoying visitors to their web properties whenever possible.
Our core team consisted of myself, another product designer, 3 engineers & a QA. I was the feet on the ground for design, while my partner floated around to all of the projects our UX team was working on, making sure things were consistent and context was shared around.
It became apparent that there were two key parts of the experience to solve for: building the content & setting up targeting.
1 - Building the Content
With a tight deadline, we chose to work with our existing builder. Although time saving , this meant we were up against both the technical and design constraints of an aging piece of software. What fun!
2 - Targeting the Content
Based on competitive analysis, customer interviews & surveys we determined that the system needed to be designed to enable 7 different kinds of targeting.
Our first draft was a build your own adventure style of targeting. Users could add any targeting rule in any order. While effective & scalable, early usability tests indicated that left less opportunity to coach marketers through the steps of setting up a well timed & placed popup.
Based on early usability studies, and conversations with our engineers about what would become most sustainable, we opted instead to lay out each of the categories into their own sections. This enabled us to teach our users about what settings they should be using to reach their campaign objectives.
We launched an MVP version with 3 of the 7 targeting categories now available. In order to drive adoption, we moved to include popups & sticky bars in the same template picker as our landing pages (initially they were in a separate space) which drastically improved their visibility. The day we pushed that change there was a significant spike in the number of people creating popups.