Freelance UX Consultant & Designer

Email reporting with Ve Global


At a glance

Using Lean methodologies, I lead our Product Design team as we: validated business assumptions, expanded our existing reporting platform (information architecture), reorganised our feature backlog, and continued shaping our internal company culture to ‘design-lead.’

Continuing on our earlier reporting project, Product Design was tasked with building a new client facing email reporting platform from scratch.

Project scope

  • Define and design a revamped email reporting platform

  • Integrate email reporting with the existing reporting platform

  • Validate ‘Device Breakdown’ designs (and other features) for reporting as a whole


Services I provided

  • Project planning
  • Workshop facilitation
  • Usability testing
  • Client interview
  • Stakeholder communication

Project Role

Project lead / Senior Product Designer


  • Internal / External Reporting Platform

← Back to Design Portfolio


Email Reporting started with a two-day kick-off workshop centered around sharing, discovering, and understanding our internal expertise. Participants included: 1) international Project Managers, 2) our London-based Product Lead, 3) Creative Director, and 4) other key stakeholders.

 Visual provided by  Rochelle Williams

Visual provided by Rochelle Williams

Workshop outcomes:

  • Business assumptions

  • Prioritised user goals

  • Prioritised feature assumptions to help achieve user goals

  • Prioritised hypothesis statements

Following Google’s ‘Sprint’ mentality, we held multiple expert interviews to understand the perspective of our Developers, Designers, Account Managers and representatives from other major departments.


UX value of the workshop:

  1. Deep exploration of the problem space

  2. Team alignment for potential solutions

Business value of the workshop:

  1. Rapid prototyping at paper level has zero development or marketing cost

  2. Cross functional teams promote higher efficiency, and employees who feel valued

Prioritised business goals:

  1. Increase client retention

  2. Support our position as a leading solution

  3. Increase adoption of platform

  4. Being proactive— recommend improvements to clients (increasing our ‘perceived service’)

User goals (and how they relate to business goals)

  • Optimise and compare my campaigns (increase client retention)

  • Understand my customers (support our position as a leading solution)

  • Provide the feeling that ‘Ve’s got my back’ (increase adoption of platform)

  • Educate me; make me a better marketer (being proactive— recommend improvements to clients)



Hypothesis statements

The hypothesis statements formed in our workshop directly influenced our product features (stressing the importance of having the right people in any kick-off workshop, as it helps close the knowledge gap).

To carry forward with momentum, we created leap of faith assumptions. These are fundamentally assumptions the business needs to believe are true. Without these, the business cannot move forward with the design process.

Leap of faith assumptions:

  • Clients want to interlace insights and data

  • Clients trust a single ‘health check’ number to judge email performance

  • Clients report on an ‘email campaign’ level, not a ‘step level’


After raising our designs to a higher fidelity (using our asset and pattern libraries), we parked the email specific reporting screens. To integrate Email Reporting into our existing platform, we ran a design studio with our wider team using the business goals and user goals developed from our kick-off workshop as guidelines.



Working alongside our stronger client relationships, client testing / interview sessions were coordinated.

  • 9 external client tests (over two rounds of testing)

  • 20 internal tests (over three rounds of testing)

  • 8 different territories (including: Sao Paulo, Amsterdam, Stockholm, London, Dubai, Moscow, Hong Kong, and Sydney)

Testing criteria: Territories were selected by email revenue, ensuring the opinions in discussion were familiar with our product.

Notable clients

  • Etihad (United Arab Emirates)

  • The Times (England)

  • DigitasLBi (Ireland)

  • Concertgebouw (Netherlands)


Key takeaways

  • Clients log in about once a month, for ten minutes

  • Managed clients aren’t familiar with the amount of campaigns Ve’s running per feature (i.e. abandonment campaigns)

  • Client’s aren’t familiar with Ve’s total suite of email tools (post-sale, etc.)

  • Email reporting is all about storytelling

  • Our internal language isn’t understood by clients

  • Automated educational commentary is well received, if contextually relevant

Key takeaways mapped to business goals:

  • Clients log in about once a month, for ten minutes

    • Increase adoption of platform— providing information other than ‘data’ adds an extra layer of value

  • Client’s aren’t familiar with Ve’s total suite of email tools (post-sale, etc.)

    • Increase client retention— educate clients about our products and their use

    • Support our position as the leading abandonment solution— constant innovation of products and richer insight


Final product

 Visual provided by  Rochelle Williams

Visual provided by Rochelle Williams

Next steps

  • Development and UI audit of the platform

  • Updating all previous platform components to match new Email Reporting features

  • Collecting project feedback from Product Design team (retrospective), and bug fixes from our Account Managers (active users on the platform)


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