Email Editor Tool - Design emails your way

Overview

CleverTap is a leading omnichannel marketing automation platform, empowering businesses to engage and retain users effectively. Their Email Editor Tool enables marketers to create and customize emails effortlessly using a drag-and-drop interface, pre-built components, and real-time personalization.

Role

Design Leadership + Individual Contributor

Conducting User Research

Creating Local Components

Collaboration with PM, Dev and Designers.

Usability Metrics

Background

CleverTap, a leading SaaS-based product, enables businesses to engage with their customers through personalized marketing campaigns.

Owned the responsibilities of revamping the email editor tool as MVP:

  • Designed intuitive UI to enhance email creation efficiency by atleast 30%.

  • Developed pre-built components using existing components for faster and error-free email building.

  • Integrated real-time personalization to boost engagement rates.

  • Ensured brand consistency through design best practices.

  • Collaborated with cross-functional teams to align with CleverTap’s omni-channel strategy.

THE CHALLENGE

THE PRCOESS

Our process at CleverTap is based on the Double Diamond Theory and Lean UX process. We aim to incorporate the key phases of Discovery, Definition, Ideation and Implementation in all of our ROCK (Big) projects.

DISCOVER (Diverging Phase)

🎯 Objective

To gain a comprehensive understanding of user pain points, behaviors, and needs—particularly around

Drag-and-drop usability
Multilingual email creation
Customization challenges for non-technical users

We used two types of research to uncover insights:
1. Qualitative Research

Helped us understand user behaviors, pain points, and motivations in depth


2. Quantitative Research

Enabled us to validate patterns across a broader user base.

  1. Qualitative Research

User Interview

— 1:1 Interview

— Key Questions

— Key Findings

Support Ticket Analysis

Open- Ended Survey

1:1 Interview - 12 Participants
  • Direct Users (4): Marketing Managers & Campaign Executives.

  • Designers (3): Responsible for branding consistency

  • Developers (2): Supporting teams when custom coding was needed

  1. Quantitative Research

Analytics & Funnel Drop-Off

— Graph

— Recordings/ Heatmaps

— Analysis

Task Time & Usage

Feature Ratings

We studied in-app behavior data to map the user journey from email creation to campaign publishing.
  • A significant drop-off was observed after users added content blocks but before finalizing the layout. This suggested that users were facing issues in the editing or formatting stages.

Define Phase – Synthesizing Insights into a Clear Problem

🎯 Goal

Turn scattered user problems and data from the Discover phase into a focused problem statement and clear design principles that guide the solution.

To turn scattered user problems and data from the Discover phase into a focused -

Problem statement
Design principle

We used two types of research to uncover insights:
1. Affinity Mapping

Helped us understand user behaviors, pain points, and motivations in depth


2. User journey mapping

Enabled us to validate patterns across a broader user base.

  1. Affinity Mapping

  1. User Journey Mapping

🎯 Outcome (Problem Statement)

By combining deep user insights with data-backed validation, it was clear to defined the core problem:

“Marketers faced a time-consuming, error-prone workflow due to rigid layouts, lack of localization tools, and dependency on developers.”

Develop Phase – Ideation & Prototyping

🎯 Goal

To explore multiple solution directions based on the clearly defined problem and design principles, test early ideas, and iterate through user feedback.

Screening faults / Inconsistent
Wireframes & Low-Fidelity Prototypes
Design Iteration & Peer Reviews
Mid-Fidelity Prototypes & Early Testing
  1. Screening faults / Inconsistent components & Behaviour

  1. Wireframes and Low fidelity prototypes

  1. Design Iterations & Peer review

Shared early wireframes and mid-fidelity flows with internal design team for feedback.
  • Incorporated inputs from PMs and engineers to ensure technical feasibility and data accuracy.
  • Iterated on layout structure, drag-and-drop precision, and multilingual toggle UX.
  • Conducted asynchronous design reviews via Figma comments for faster turnaround.
  • Validated component behavior (e.g., snapping, preview states) through internal demos.
  • Adjusted interaction patterns based on accessibility and visual hierarchy feedback.
  • Final designs aligned with CleverTap's design system and modular design guidelines.

Deliver Phase – Final Design, Handoff & Testing

🎯 Goal
To validate the solution with users, finalize design decisions, and collaborate closely with development for implementation and QA.
Success of this project - Tested only on 32 Customers:
For the email editor, success was reflected in a 30% reduction in campaign creation time, a drop in support queries around formatting, and improved adoption by non-technical marketers—all tracked post-launch through analytics and NPS feedback.

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Click Heat Map image

Domain reputation

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