- Stakeholder engagement
- UX design
- Pattern library and digital style guide
- Front-end development
MyGuestlist is one of Australia's start-up success stories. Their marketing and comms automation platform now sends over 430 million emails and SMS message annually, providing over 3,000 global businesses an easy way to consolidate customer data and customise campaigns down to an individual level.
'Sprout' is the 2nd major iteration of their automated marketing platform, and Icon was engaged to design the software interface and promotional website.
Here's how we did it.
A word class user experience for a world class marketing platform
Driven by a passionate and talented team of software engineers and designers, MyGuestlist engaged Icon to use a design-led thinking approach when crafting Sprout's user experience. The user interface needed to be easy to comprehend, beautiful and functional.
A key driver for success was the need to work collaboratively with the client — something we welcome and encourage. Our multidisciplinary team set about defining the scope, understanding existing systems, and building better user journeys and interaction processes. This foundation work was then used to drive the design and development process.
Myguestlist had kicked off the project internally and needed experts to stress-test concepts and deliver a world-best product design. While entering a project mid-stream can feel disruptive for client teams, we were quickly accepted as a trusted partner and structured the project to build upon the solid thinking and work already undertaken. A key challenge was understanding the immediate and long-term vision to ensure our solution was durable and able to flex as future needs emerged.
Using design systems to deliver better usability
By using an agile approach during the UX/UI design and development sprints our team was able to test prototypes with the client and refine outcomes based on their deep product and user insights.
Design Systems incorporate holistic approach to delivering products. They include the creation of the brand, tone-of-voice, UX/UI and development of a front-end pattern library.
The final outcome was a streamlined and intuitive interface built using a modern front-end framework. A fully developed pattern library now gives Spout's in-house developers access to a standard set of templates, elements, and icons for use across the platform – speeding up delivery and ensuring consistency across the newly designed interface.
See the future of email and SMS automation in action.