Websites & domains
Hero for Mailchimp’s feature page for websites.
Messaging
I worked on the private and public beta launches of Mailchimp’s new website builder and domain purchasing feature. The business case for this set of features was to provide novice business owners with the tools they need to get their brand online.
My goal was to develop a messaging strategy for this product, especially since we were going to be launching with single-page websites. I collaborated with UX research, design, and product marketing to uncover the user questions our content needed to answer.
I conducted a highlighter content test with entrepreneurs I recruited at a WeWork office building to identify what our target audience needed to know. This testing confirmed that our content needed to convey:
That the product was free
That this was a tool for business owners who were just getting started
That the tool would be easy to use (not a line of code needed!)
Domain extensions
Based on competitive content audits and user testing, I knew we would need educational content about domains.
I wanted to focus on domain extensions (aka top-level domains), since they determine the cost of any domain name a user wants to purchase.
The domains feature page includes a guide for choosing an appropriate extension.
Diagram created for a best practices article about domains.
Domain diagrams
We created diagrams like the one above to educate users about the parts of a domain.
In this best practices article for choosing a domain name, the diagram is used to highlight the domain name.