top of page
Resquared is a sleek marketing automation platform that helps real estate professionals connect with over 10 million local businesses through emails and social media.
2+4+4 weeks
Solo designer;
Acting product manager
This is one of the most transformative projects I've undertaken as a Product and UX Designer.
Demo walkthrough of the project (solo-designer)
Objective
Redesigning Resquared's email prospecting to create a more hands-free process, automating tasks to save users time while still building strong client relationships and generating leads.
Users want a speedier, beefier, and more time-friendly redesign of the email prospecting process that can ultimately focus on building successful client relationships and generate more leads
What is not ideal
for now?
Users (Junior Associates) are itching to reduce the monotonous time spent on outreach and prospecting.
(but not if it means losing meaningful connections and leads for Managers)
* Previous email compose interface
- The previous email composition flow and interface were criticized for their inefficiency and lack of functionality.
For instance, users had to send each email manually and switch templates every 50 emails to avoid being marked as spam.
To understand pain points, I reviewed 12+ hours of user interviews and spoke with several members of the Customer Success team, uncovering valuable key insights to understand users better.
Those using Resquared are after one thing
Maximum results with minimum fuss
Key feature 1
How can we save users from the time-consuming task of rewriting emails while also avoiding the spam trap?
AI Snippet
In the email solution industry, there's a simple, yet vital rule: an overused email is likely to be marked as spam.
Resquared has a range of features designed to dodge this spam issue. Despite these efforts, we observed our users spending substantial time reworking their templates.
AI Snippet - June, 2023
What is AI Snippet?
AI Snippet is a feature within Resquared that allows users to insert a marker [AI_Snippet] into their email template, signaling the AI to draft a contextually fitting paragraph, ensuring uniqueness and variety in emails.
Why AI Snippet?
Prevent Spam Issues
Reduce Rewriting Time
Personalize Emails
AI Snippet helps in capping the use of each template and prompting alterations, ensuring that emails remain unique and don't get flagged as spam by recipients' email systems.
By employing AI to craft snippets, users can save significant time on template revisions. The AI Snippet marker automates part of the rewriting process, cutting down on manual effort.
AI Snippet creates individualized content within emails, enhancing personalization. It adds unique snippets without overhauling the entire email, maintaining the quality and success of the communication.
Key feature 2
Send All
How might we transition from processing one email at a time to handling a large quantity without compromising quality?
Compose model - June, 2022
Compose model - June, 2023
Send All reimagines the existing email composition workflow. Combined with AI Snippet, it enables users to draft efficiently and batch-schedule emails for 1-2 weeks within a few minutes. Additionally, this feature allows for crucial approval of each email, essential for addressing any AI-generated content concerns.
Send All (new compose model) - Oct, 2023
The overhaul of the email compose modal features a clearer, more user-friendly layout, and offers an expanded view for more thorough email content review,
Why Send All?
Combines scheduling and sending into one efficient workflow. Enables a more efficient and cohesive way to reach clients.
With a business information panel integrated, the modal becomes more informative, enhancing decision-making visibility.
While using AI for automation and efficiency, Send All keeps each email personalized. It also ensurs users have control over their content, safeguarding against any potential issues with AI-generated material.
Outreach Efficiency
Informative Visibility
Personalized Automation
Key feature 3
Campaign
How can we automate the entire outreach process, including follow-ups?
"Campaign" marks the final stage of this complete overhaul. This revision empowers users to massively boost their prospecting efficiency and minimize time and effort by automating the entire outreach sequences.
Creating a new campaign for an existing list of businesses
What is Campaign?
Campaign is a feature that allows users to design an automated flow of steps for their outreach process, typically spanning 1 to 2 months.
This includes scheduling initial emails, follow-up emails, and planning engagement through social media.
Hover over the image to view the description; click to enlarge
Why Campaign?
Enhances Focus on Meaningful Actions
Boosts Prospecting Efficiency
By handling routine tasks such as scheduling emails and planning engagement, Campaign frees users to focus on more strategic activities.
Automation allows users to concentrate on building strong client relationships and other impactful activities.
The automation leads to increased efficiency in user-client interactions, enhancing the odds of generating more leads.
Test, Revise & Future
We conducted multiple usability tests with users for AI Snippet and Send All.
The campaign is still under development, but we also conducted several rounds of internal testing with stakeholders and usability tests with selected users.
"AI Snippet" boosted outreach efficiency by 160%; increased user response rates by 45%.
"Send All" raised weekly efficiency 82% (from before 55 mins to 10 mins); 90%+ users saw prospecting boost.
"Campaign" prototype: 8/10 stakeholders satisfied, feedback highlights learnability and memorability issues.
The test of "Send All" and "Campaign" pinpointed learnability concerns due to overhaul complexity, leading to adaptation challenges.
Resolution:
We implemented onboarding tutorials and extra knowledge base links to boost memorability. Added visual aids like icons, infographics, and tooltips to ease user transition.
Inspired by the usability test, additional requests emerged from both internal stakeholders and users.
-
Campaign Trigger Rules: Allows users to set custom rules for sequence triggers, enhancing their prospecting strategies.
-
More Outreach Methods: Adds options like social media DMs and phone calls, giving users more ways to connect with clients.
-
Calendar View: Develops a calendar interface for direct campaign interaction, schedule organization, and setting up online meetings.
Direct user quotes
"I've liked the product so much I thought I'd apply to work here!"
"Resquared has immediately turned into our most effective lead generator! Lots of leads and site tours so far... Thanks for all the help!"
Bonus - Design System screenshot
Examples of Design System I've created and maintained.
Specific components are not shown in compliance with company policies.
bottom of page