Luminate Online Enterprise Email
Updating an advanced email marketing solution for enterprise-level nonprofits
Detailed workflows and solutions on this page are hidden under NDA.
Problem
Enterprise-level email tools are systems that can handle high volume of email, senders, and recipients, along with advanced features that can leverage CRM data.
However, Blackbaud’s main product for enterprise email, Luminate Online, was outdated and consistently underperforming on annual usability assessments. Some of the main complaints were that users needed to learn HTML to build emails in code, complex and unintuitive workflows, and high training and onboarding costs for new administrators.
However, Blackbaud’s main product for enterprise email, Luminate Online, was outdated and consistently underperforming on annual usability assessments. Some of the main complaints were that users needed to learn HTML to build emails in code, complex and unintuitive workflows, and high training and onboarding costs for new administrators.
Solution
In the redesign of Luminate Online’s enterprise email tool, we delivered enterprise clients a modern UI leveraging Blackbaud’s updated design system, streamlined email creation workflows, and reduced the learning curve associated with onboarding.
Role
- Lead designer — discovery, user research, design, prototyping, user testing
- Collaborated closely with research team, content writers, and product managers during research, design, and testing phases
- Delivered high-fidelity mockups and documentation to architects and 2 engineering teams during implementation phase
- Collaborated with UX research team post-release to track metrics and validate success
As this project covers an entire product area spanning over a year of work, this page provides a general overview of my process and timeline. For detailed design decisions on individual features, check out these featured deep dives!
Personalization and conditionals↗
Audience selector↗ (🛠️Under construction)
Compatibility between two systems↗ (Under construction)
Impact
Business Impact
+14%
Adoption rates
+33%
Ease of use score
Customer Impact
"I was surprised to see this just show up in Luminate Online when I logged in… I sent my first email 5 minutes later, no training required."
“As an organization that does not have someone on staff who can code and create emails using HTML, we can't use the classic email environment unless we pay someone to help us...[The new email experience] is quick, easy, and simple, just what we needed, since classic is cumbersome and hard to use.”