- Stakeholder Research
- UX and UI Design
- UX and Engagement Optimisation
Optimising global email workflows to reduce complexity and improve speed
Outcomes
- Clear evidence-based roadmap and user validation success
- Streamlined email content creation process
- Enhanced operational efficiency and productivity
Project overview
A leading life sciences organisation was experiencing significant inefficiencies across two internal teams using a shared production tool, particularly when creating email communications for HCPs. The platform required significant manual input and support, highlighting the need for UX improvements to enable more self-sufficient use and reduce operational overhead. This tool had become an operational bottleneck that was slowing down the release of key communications.
To find the real issues, we went straight to the source. Our goal was to understand first-hand what was and was not working across both teams. Through structured stakeholder interviews, we captured day-to-day experiences, uncovering key challenges, pain points, and opportunities for improvement. We synthesised these insights into a clear, evidence-based roadmap of high impact fixes, aligned around the changes that would deliver the greatest benefit.
By simplifying the experience and validating improvements directly with users, we reduced complexity and improved usability. The result was a more intuitive tool that supports self-sufficient working, enabling teams to create email communications faster, more confidently, and with significantly less effort.
Turning insight into a more efficient way of working
Our discovery work highlighted several underlying challenges affecting productivity. Users were faced with too many options when starting the creation of email content, creating unnecessary friction. Design system fragmentation and manual updates made assets difficult to manage, with no centralised library to ensure alignment with brand guidelines. In many cases, teams were building emails from scratch rather than using structured templates, increasing time and effort.
We addressed these issues by streamlining available assets and simplifying the starting point for content creation. Reducing the number of initial options made it easier for users to get started, while clearer structure improved consistency across outputs. Alongside this, we explored design solutions to reduce manual intervention and improve usability across the tool.
To ensure the solutions would work in practice, we ran two rounds of validation sessions with end users. Feedback was overwhelmingly positive, giving stakeholders confidence that the proposed improvements would address the challenges identified. By grounding decisions in user insight and validating before implementation, we helped ensure the changes would deliver a measurable improvement to how teams work day to day.
Positive feedback from key project stakeholders
- "Love it, I am in shock."
- “No comments - congratulations”
- “Exactly what we have been requesting”
