Salesforce Email Creation Flow Redesign

Phil Schroeder

UI Designer

UX Designer

Adobe Illustrator

Figma

Sketch

Computer Software

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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