Salesforce Email Creation Flow Redesign
Phil Schroeder
Salesforce Email Creation Flow
Complete redesign of Salesforce Marketing Cloud's email workflows used by 10,000+ users every day with the goal of increasing confidence and decreasing errors.
Business impact
Helped add significant ARR through new bookings and saved red accounts
NPS and CSAT
+2% and +4%
Time on Task
-41%
Screens and Clicks Reduced
~30%
Role
Senior Designer (worked with Director of Product, UX Researcher, Engineering Lead, Business Analyst)
Timeline
Multiyear / ongoing
Brief
Leadership invested in this project because despite our large market share, we weren't a leader in the space when it came to our overall UX and we were losing deals to simpler and more modern experiences. Users felt like we weren't investing in core products and solving real problems. User error due to poor UX also led to several large red accounts.
What's broken?
1. Too many ways to create a message causing confusion and frustration
2. Lack of parity between these various workflows
3. Dated user interface that was inefficient
4. Various features existed elsewhere in our system and weren't readily available at time of creation
5. Current WYSIWIG editor is subpar and doesn't have space or features to use
Where do we start?
01 Business and product knowns
We talked with our partners in product to further understand the business needs driving the prioritization of this work. This included getting acquainted with issues red accounts were facing as well as discussing with product owners the sentiment and needs of customers they'd heard over the years.
02 Review existing research findings
Email Studio was a long-standing product and had years of qual and quant research to review. We also had CSAT, NPS, feedback tools, and survey data to review. Reviewing all of this data helped us have a solid context of what customer sentiment was and how we got to where we are today.
03 Taxonomy analysis and reconciliation
We had multiple workflows with similar features and capabilities. This also led to taxonomy confusion as features and fields had different names or descriptions depending on what team built them. We needed to collect this data, analyze it, and then propose a single term moving forward that best encompassed all known use cases.
04 Whiteboard brainstorming
After several discovery meetings where we shared and discussed viewpoints and data we began to be able to envision what solutions could look like.
Early Concepts
Used low-fidelity designs to validate our hypotheses about layout and new features.
We ran moderated research sessions through Zoom.
Wireframes - First Draft
We ran moderated research sessions through Zoom. At this point research was being run on a regular cadence with usually 2-3 session groups per quarter.
Wireframes - Final Version
We ran moderated research sessions before and after every release.
Visual Designs
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Posted Jul 31, 2025
Complete redesign of Salesforce Marketing Cloud's email workflows used by 10,000+ users every day, resulting in increased confidence and decreased errors.
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