How did a design refresh boost engagement with Mentor Method emails?
Role
Designer
Project Type
Branding, Data Visualization
Project Type
Figma, FigJam
Overview
🔎 Problem
The summary emails sent to users from The Mentor Method weren't resonating with our users. They were tonally inconsistent, visually off due to poor color choices, and they were being sent too frequently. Instead of engaging our users, they were starting to annoy them. Plus, they were providing very little value, which only worsened our user engagement issue—the main reason we started looking at the emails in the first place.
☝🏽 My Approach
We needed a full redesign and reimagination to begin addressing the user engagement issue. Our focus was on making sure the emails not only looked and felt consistent with the Mentor Method brand but also resonated better with our user base—program admins, mentors, and mentees. We rethought the included elements, better aligned the tone, and shifted toward more interactive content that aligned with users' activities and achievements, all with the goal of boosting user engagement.
⚡️ Impact
The redesign led to an 80% boost in email clicks, showing that the content was finally starting to resonate. Users also mentioned having a clearer sense of where they stood in the program, something that had been a struggle before. This increase in clarity and engagement has made a difference in the overall user experience, providing much needed guidance.
"I wasn’t always sure where I stood compared to others, but now I have a much clearer sense of my progress."
— Mentor Method User
My Process
Background
The Mentor Method faced significant challenges with user engagement, particularly after the initial mentor-mentee matching process. Data showed that 70-80% of users disengaged from the platform shortly after being matched, which severely limited their interaction with program content and their responses to check-in surveys. This drop in engagement hindered Program Admins from accessing critical data on participant opinions and the overall success of the mentoring programs. Additionally, the platform’s color customization feature, while offering personalization, often resulted in emails that did not meet color accessibility guidelines. This inconsistency further contributed to the disengagement problem, as users found the emails difficult to read and less visually appealing. To tackle these issues, we decided to standardize the color options within the platform, aligning them with the new Mentor Method branding. The core goal was to reimagine the email designs in a way that would not only meet accessibility standards but also re-engage users, driving them back to the platform to complete tasks and provide feedback.
The initial step in our design process was to critically evaluate the existing emails. Besides the evident user engagement issues, we identified several areas of concern: the tone of voice was inconsistent across emails, the design elements were outdated and not aligned with the new Mentor Method branding, and the emails themselves felt spammy. Users were sometimes receiving up to eight emails in a single week, many of which lacked substantial value, only showing whether they had unread messages, and were visually lackluster.
Recognizing that significant changes were coming to the platform, we aimed to avoid overwhelming users by easing them into these updates through the redesigned emails. We started by cataloging all current emails in a Notion table, organizing them by recipient, frequency, subject, content, and where the button links to within the platform. Using FigJam, we mapped out the current email structure, frequency, and content, carefully considering how we could reduce the spamminess and improve overall user experience. We took into account the timing within the week, month, and program length to ensure that each email felt timely and relevant.
In addressing the diverse needs of our three distinct user types—program admins, mentors, and mentees—we tailored our email redesign to cater to each group’s specific requirements:
Results
Iterations and Feedback Integration
Within a tight three-week window, our team embarked on an iterative design process informed by direct feedback from a core group of seven users and their program admins. This rapid feedback loop was essential, particularly given the strategic focus on enhancing user engagement and clarity within the platform.
Initial Feedback and Responsive Design Changes
We quickly identified a key issue: users were unclear about their progression pathways within the platform. To address this, we redesigned the emails to include clear tasks and goals, directly integrating user feedback into the design. Although users expressed a desire for program participant rankings, the lack of available data made immediate implementation infeasible. Recognizing the value of this feature, we added it to our development roadmap for future implementation.
Evolution of the Design
As we iterated on the design, one of our key enhancements was the introduction of custom illustrations. These illustrations were carefully crafted to make the platform feel more curated and cared for, which we believed would resonate strongly with our users, enhancing their emotional connection to the platform.
Custom Illustrations: Integrated into the email designs, these illustrations carry a deeper narrative, depicting pieces of rubble and imagery symbolizing the breaking of glass. This thematic choice reflects the core mission of Mentor Method: crafting connections through mentorship that transcend traditional limitations and obstacles.
Symbolism and Branding: The inclusion of these elements serves to differentiate our emails from standard, text-heavy communications, making each interaction with our platform more engaging and memorable. Thematically, the imagery of breaking barriers ties back to our commitment to inclusivity and the transformative power of mentorship.
Testing and Refinement
Of the five new email designs developed, only two underwent user testing due to the project's time constraints. This selective testing focused on designs that incorporated major changes, such as the integration of tasks and goals. Feedback from this testing phase was overwhelmingly positive, confirming the value of these features in enhancing user clarity and engagement.
To further enhance our understanding of user needs and gather ongoing feedback, we introduced feedback questions directly into the check-in emails. Additionally, feedback pop-ups were incorporated within the application itself. These new elements are designed to capture real-time user responses and sentiments, allowing for continuous refinement of both the email content and the overall user experience on the platform.
Looking Ahead
The feedback also prompted a significant roadmap adjustment: redefining how tasks and goals function within the platform. Plans are now in place to develop a more interconnected goal-setting feature, enhanced by AI, to support users in achieving their objectives more effectively. This future-focused approach underscores our commitment to continuous improvement based on user needs.
💭 Takeaways
The redesign of the Mentor Method emails, coupled with the implementation of targeted user feedback mechanisms, significantly enhanced user engagement and platform interaction. Key outcomes included a 30% increase in email open rates and a 25% rise in click-through rates, underscoring the effectiveness of the new design. Incorporating real-time feedback has enabled continuous platform enhancements, closely aligning with user needs. Both mentors and mentees appreciated the personalized and relevant email content, which provided practical tips and clearer progression pathways. Program admins benefited from easier access to analytics, facilitating better management of mentoring activities. The introduction of custom illustrations, symbolizing the breaking of barriers, resonated strongly with users, enhancing brand identity and mission alignment. The redesign also led to higher task completion rates, indicating successful user motivation. Based on these successes, plans for further customization of user emails and expanded AI integration for content tailoring are underway to continue improving the mentorship experience.
