Dynamic Post Purchase Messaging @ Klaviyo
H4 2024
LEAD DESIGNER
Help users send timely and customized digital campaigns using purchase history and frequency.
Improved the Action center pattern and pushed for making data more actionable. Kickstarted 3 platform-wide initiatives and updates to pre-existing design patterns.
team
Flavia D'URso (design manager) | KELSEY CAPPS (PM) | KP Parajuli (EM) + more
problem
Users have access to a rich repository of customer order data, but they lack ways to impactfully action upon it.
Let’s imagine: Company A wants to cross-sell relevant products to customers based on their purchase history. They don’t want to annoy their customers by bombarding them with marketing or wasting their time pushing products their customers aren’t interested in. They have access to data that would tell them how to time marketing and recommend relevant products, but with over 100k repeat customers, doing this on a case by case basis isn’t feasible or effective.
Solution
Users can dynamically time sending with the "Best cross-sell date" variable and customize product recommendations in campaigns with the "Next best product" block.
Now, Company A only needs a one marketing flow to dynamically send AND recommend products based on past purchase history. This way, they can simply and easily target customers that are already likely to be looking to purchase and give them personalized recommendations to further incentivize additional purchases.
USER JOURNEY
Users are guided through one of two entry points -- 1) an action center that walks the user through the steps to create a cross-sell flow and leads into entry point 2) a premade flows template that automatically sets up the dynamic Best cross-sell date trigger and connects an email template that utilizes the Next best product block (NBP). Users can also create a flow manually using the same pieces to suit their individual needs.
Details
Best cross-sell date flow trigger
Instead of triggering a mass campaign send based on one static date, campaigns will be triggered and sent to individual recipients based on their stored profile value of Best cross-sell date.
Dynamic Next best product block & email template
Create flexible campaigns using the NBP block that show personalized content to each recipient based on their purchase history.
Improved Action center in Product analysis
Recommend actions to users based on gaps and opportunities to better leverage their catalog data and drive better results. Connected the cross-sell flow and template to the data that drives them by leveraging and evolving the action center pattern from other areas of the product to fit the structural limitations of the page and highlight action driven results.
secondary actions
In the original state, users could skip certain actions, devaluing Klaviyo’s recommendations by telling users that they aren’t necessary for results/success. I replaced the skip functionality is replaced with beneficial supplementary actions, highlighting opportunities instead of providing potentially destructive ones.
SIGNIFYING ACTIONABILITY
Due to the nature of the Catalog insights page, the entry point for the action center is a button. To quickly and easily signal to users when there are available recommended actions, I utilized the primary and secondary CTA states.
RIPPLE EFFECTS
Because this project touched and used patterns from all over the platform, my designs and work kickstarted multiple initiatives and projects to improve the user experience across the board. While the following projects are not all my work, I worked closely with designers and PMs across the Billing, Design systems, and Analytics teams by pitching improvements, sharing initial designs, and supporting design work for the following in progress projects: the action center as a pattern, an updated illustration system (coming soon), the editors experience, and the free trial experience.
Reflections
Between rushed deadlines, priority changes, and a team shuffle, this project was a test of collaboration, adaptivity, and endurance. I learned the power of showing good design versus simply trying to pitch it, when to choose changes over consistency to improve the user experience, and the importance of design at all stages of a project; from outlining project requirements to QA-ing and managing bug triage during launch week.