Product Updates LP
Company
Mailchimp
TOOLS
Figma, Photoshop
DURATION
4 months
year
2025
Project Context
In early 2024, I spearheaded Mailchimp’s Product Updates newsletter, which we coined The Latest, shaping its branding, structure, and content strategy. As the initiative grew and proved successful—leading to incremental retention of 1.4K users and $723K forecasted revenue saved for the year—we took a closer look at the user journey and identified a disconnect between the newsletter and its corresponding landing page. This project centered around redesigning Mailchimp's 'What's New' page to create a more cohesive experience, all while embracing the Mailchimp 'wink'—those moments of absurdism that define the brand—and ensuring the design felt playful, unexpected, and true to Mailchimp’s unique personality.
Primary Goal
The primary goals for this project were to provide practical and valuable product updates, craft a compelling narrative around the product's evolution, and ensure that users felt genuinely cared for through thoughtful, user-centric design and communication.
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Challenges
- Balancing Storytelling & Practicality – The challenge was making product updates engaging without overwhelming users with too much information. I explored multiple concepts before landing on the newspaper approach. During my exploration, I found that other ideas didn’t align with the user experience expected from a webpage. Newspapers and landing pages share the same structure and DNA—both are designed to inform, engage, and convert readers—making this concept a natural fit.
- Scalability – The goal was to create a flexible system that could adapt to future updates and evolving product needs. I focused on a modular design, allowing for easily digestible content and seamless content swaps as needed.
- No Build Constraints – While having no build constraints in the exploration phase enabled creativity, it also meant ensuring the designs were feasible for eventual development.
©2025
