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.

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
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.
Affinity Mapping


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
Screening faults / Inconsistent components & Behaviour

Wireframes and Low fidelity prototypes







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.

Click Maps
An email click map is a visual representation of how recipients interact with the different elements of your email which includes their clicks.
View case study
Quick Demo

Domain reputation
Domain reputation refers to the trustworthiness and credibility of a website's domain as perceived by email servers and security systems. A strong domain reputation enhances email deliverability and reduces the likelihood of messages being marked as spam
View case study
Quick Demo
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