Timely automated emails that connects with audiences

UI/UX, Brand & Strategy

Website Platform

The brief

Maildrip is a email marketing tool targeted to allow small business owners and lead generators send automated drip campaigns to their target user bases.

Maildrip is looking to improve the experience for these personas with their audiences and the ease of use in conducting drip campaigns for the everyday enterpreneur.

The parent comapny, Charisol wanted to redesign, refresh and rethink the user experience of the tool.

Stakeholder Interview

The project owner was interviewed, and here are the meeting notes. This provided information about the business.

Yewande Akerele, Product Owner of MailDrip

Our Blog

Small business owners, Lead Generators want an easy way to keep in touch with their customers.


The process can be clunky and confusing.
There are a lot of competitors so we need to stay competitive in our value offering.
Users feel the tool is impersonal and not tailored to their immediate needs.


Constant Contact
Mailer Lite


What should this project accomplish for the business?

Through improving the experience for our main user roles (admin and basic), we’d like to see an increase in user retention and also the number of campaigns sent.

How will you, personally, define success for this project?

These are the success metrics:
Increase the first-month retention by 20%
Increase daily active users by 10%
Increase campaigns sent by 20%

User Persona

We needed to define a powerful user persona to guide my decisions when designing this application. The company had conducted research that gave lots on insight into my workflow


Faith Omebije


28 yrs old


Merchandise Owner

“I believe my business can scale with the right strategy”


Faith Omebije is the owner of her personal merchandise brand. She is a generous and determined lady. She started her brand having discovered how to utilise dropshipping techniques. She wants to provide merchandise to her community and create job oppourtunies from her business.

She’s a single lady who manages a team of 9 people working under her. She has been in this business for three years and wants to grow her business all over the country. Having a lot of competitors and less team members as a small business owner she would like to grow her business with less effort and expenditure.


• Increase Merchandise Sales
• Increase Customer Loyalty
• Personalized Relationship with Customers
• Utilize email marketing tools to grow her brand presence and conversion rate


• Many users dont see offers or re purchase items
• Cant interact with many users
• A lot of competitors Doesn’t have time for a complicated email marketing tool


Storyboards were drafted for major epics in the application to give a holistic understanding of the users journey

Faith comes to her office and greets her team members

She plans a meeting with the sales team to run a Email’Ad Drip Campaign

They researched and found Maildrip a better option and easy to use

Her team brainstorms content ideas while faith signs up on maildrip

She signs up easily and in a few clicks sets her campaign content

She easily adds and imports recipients that her marketing team have given her


She’s at the final confirmation page of the review of the campaign and schedules it to run a week later

Faith and her team are happy with the conversions they have gotten through their drip campaign

Epics + Stories

To help lay the building blocks for my initial design, we needed to brainstorm many possible scenarios of what Faith would potentially need from a solution. Brainstorming was helpful to generate lots of ideas. However, we needed to get organized, so we clustered stories into epics.

These guided me in ascertaining what the individual features would be by way of smaller user stories that essentially helped me map out multiple user journeys from discovery to action. The guiding principle in all this was imagining how my targeted users should feel after each experience — informed, at ease and ultimately, satisfied. To this end, we opted to focus on an overall design direction that would push this through.

Design Principles

Simple Flows, to retain the primary persona. Minimal so the content of the customer actions could stand out with a focus on completing actions that give huge impacts. We created sketches and made stakeholder iterations on mid fidelity prototypes

Some user epics and stories generated during research

High Level Flows

User Onboarding

Users can see an overview of the actions they have taken before as well as access menus

User Onboarding

Users can see an overview of the actions they have taken before as well as access menus


The client can utilize the
information collected from user setting to improve user experience

Final Results

The app is minimally deisgned with clear actions and steps to make creating campaigns simple and easy

Design Systems

We love building design systems that grow with my clients. We created reusable components for Maildrip to make future scaling simple.




During the interviews with different users, we took down some points to be taken into consideration. We created a discussion guide to aid my user testing


We tested the prototype with 5 different users that fit the target persona and took notes to improve my design iterations


All the participants loved the UI and found it easy to create a campaign grouping the recipients’ mail into different categories makes it easy to keep the data for future use. Users feel the tool is more tailored for their need.

Testing Summary

We interviewed almost 5 people to gain some data for the MailDrip prototype. Some of the points are well and some are frustrating to them. Also, they gave their valuable feedback in the end. We noted down their frustrations and will have to iterate my prototype according to the data collected and conduct further tests

Project Summary

We learned a lot of things from this project. From analyzing the problem to making it into a working design with the solutions. we plan to partner with the client to conduct further testing and building features out as the data suggests.

Got an idea?

Helping people with software development and design needs is what we do best We are super excited to get to work with you Drop us a line or two and we will get in touch with you.

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