BACK
BACK
BACK
BACK
BACK
Wunderkind
Copy Center
Wunderkind Copy Center
Creating an add-on for teams and clients to efficiently
create and edit copy in Google Sheets
Wunderkind is a leading e-commerce marketing agency that collaborates with top brands across various industries—including apparel, food, healthcare, and technology—to provide tailored advertising solutions aimed at boosting audience engagement and driving conversions. A critical component of Wunderkind's internal operations is the management of the copy document. This document serves as the blueprint for each client's onsite, text, and email marketing strategies, passing swiftly back and forth from clients to teams.
Wunderkind is a leading e-commerce marketing agency that collaborates with top brands across various industries—including apparel, food, healthcare, and technology—to provide tailored advertising solutions aimed at boosting audience engagement and driving conversions. A critical component of Wunderkind's internal operations is the management of the copy document. This document serves as the blueprint for each client's onsite, text, and email marketing strategies, passing swiftly back and forth from clients to teams.
Wunderkind is a leading e-commerce marketing agency that collaborates with top brands across various industries—including apparel, food, healthcare, and technology—to provide tailored advertising solutions aimed at boosting audience engagement and driving conversions. A critical component of Wunderkind's internal operations is the management of the copy document. This document serves as the blueprint for each client's onsite, text, and email marketing strategies, passing swiftly back and forth from clients to teams.
For my Q1 2023 OKR project, I teamed up with Wunderkind’s UX engineers to develop a Google Sheets add-on to streamline the creation, editing, and updating of the copy document. My role focused on visual and UX design, while I also conducted both quantitative and qualitative user research to inform our approach.
For my Q1 2023 OKR project, I teamed up with Wunderkind’s UX engineers to develop a Google Sheets add-on to streamline the creation, editing, and updating of the copy document. My role focused on visual and UX design, while I also conducted both quantitative and qualitative user research to inform our approach.
For my Q1 2023 OKR project, I teamed up with Wunderkind’s UX engineers to develop a Google Sheets add-on to streamline the creation, editing, and updating of the copy document. My role focused on visual and UX design, while I also conducted both quantitative and qualitative user research to inform our approach.
Company
Wunderkind
My Role
UI/UX Designer, UX Research
Industry
E-commerce Marketing
Duration
January - March 2023
The Problem:
"Load-Bearing Copy Doc"
The copy document was a significant source of delays and errors. Filling out the document was labor-intensive and error-prone, which led to disruptions and delays in workflows. Similar to a game of telephone, these errors could continue propagating down the pipeline, leading to inaccurate final deliverables for the client.
Before the Copy Center was created, the average time for a CSM to fill out the strategy for a client’s email copy doc was 105 minutes, and the copy writing team had created a total of 126 macros for automation.
The copy document was a significant source of delays and errors. Filling out the document was labor-intensive and error-prone, which led to disruptions and delays in workflows. Similar to a game of telephone, these errors could continue propagating down the pipeline, leading to inaccurate final deliverables for the client.
Before the Copy Center was created, the average time for a CSM to fill out the strategy for a client’s email copy doc was 105 minutes, and the copy writing team had created a total of 126 macros for automation.
The copy document was a significant source of delays and errors. Filling out the document was labor-intensive and error-prone, which led to disruptions and delays in workflows. Similar to a game of telephone, these errors could continue propagating down the pipeline, leading to inaccurate final deliverables for the client.
Before the Copy Center was created, the average time for a CSM to fill out the strategy for a client’s email copy doc was 105 minutes, and the copy writing team had created a total of 126 macros for automation.
Design Solution
We had several necessary criteria we determined through our research:
Consolidation: The tool needs to be able to handle creation, updating, and importing
Automated Updates: Changes can populate across the email/onsite channels in the series if needed
Added Functionality: Implement highly requested features to streamline updates, including tab-switching based on user selection in the Copy Center and smart field mapping
We had several necessary criteria we determined through our research:
Consolidation: The tool needs to be able to handle creation, updating, and importing
Automated Updates: Changes can populate across the email/onsite channels in the series if needed
Added Functionality: Implement highly requested features to streamline updates, including tab-switching based on user selection in the Copy Center and smart field mapping
We had several necessary criteria we determined through our research:
Consolidation: The tool needs to be able to handle creation, updating, and importing
Automated Updates: Changes can populate across the email/onsite channels in the series if needed
Added Functionality: Implement highly requested features to streamline updates, including tab-switching based on user selection in the Copy Center and smart field mapping
Results
The Copy Center was an incredible success with users during initial usability tests. Although I left before the final version was developed due to starting another role at a different company, the Copy Center is still in use at Wunderkind to this day and has implemented all the initial features we had scoped out.
The Copy Center was an incredible success with users during initial usability tests. Although I left before the final version was developed due to starting another role at a different company, the Copy Center is still in use at Wunderkind to this day and has implemented all the initial features we had scoped out.
The Copy Center was an incredible success with users during initial usability tests. Although I left before the final version was developed due to starting another role at a different company, the Copy Center is still in use at Wunderkind to this day and has implemented all the initial features we had scoped out.
100%
success rate of task completion during usability tests
53%
less time spent on filling in the copy doc by CSMs
The Process
Research
We began by identifying our constraints. At the project's outset, there were no plans to transition away from Google Sheets, so whatever solution we developed needed to be compatible with Google Sheets. The potential options were a dialog menu, a sidebar, or a separate tab.
We also created a journey map to envision the path the copy doc travels through from client to our internal teams. This map helped us pinpoint the types of users we needed to interview for our research.
We began by identifying our constraints. At the project's outset, there were no plans to transition away from Google Sheets, so whatever solution we developed needed to be compatible with Google Sheets. The potential options were a dialog menu, a sidebar, or a separate tab.
We also created a journey map to envision the path the copy doc travels through from client to our internal teams. This map helped us pinpoint the types of users we needed to interview for our research.
We began by identifying our constraints. At the project's outset, there were no plans to transition away from Google Sheets, so whatever solution we developed needed to be compatible with Google Sheets. The potential options were a dialog menu, a sidebar, or a separate tab.
We also created a journey map to envision the path the copy doc travels through from client to our internal teams. This map helped us pinpoint the types of users we needed to interview for our research.
We conducted 16 user interviews across the four teams that work most with the copy doc. Using their feedback, we created an affinity map of common points, and identified what we could feasibly achieve in the scope of this project.
We conducted 16 user interviews across the four teams that work most with the copy doc. Using their feedback, we created an affinity map of common points, and identified what we could feasibly achieve in the scope of this project.
We conducted 16 user interviews across the four teams that work most with the copy doc. Using their feedback, we created an affinity map of common points, and identified what we could feasibly achieve in the scope of this project.
We collated their biggest pain points during user interviews, summarized below:
We collated their biggest pain points during user interviews, summarized below:
We collated their biggest pain points during user interviews, summarized below:
Client Services
Spends a significant amount of time filling out the copy doc manually, especially for clients who run many email series
Copywriting
Delays in receiving copywriting bundles and approval due to hold up of copy doc from client services
Design
Prone to making errors when copying and pasting from copy doc. Updates from client can get lost, resulting in inaccurate copy
Email Developers
Lack of clarity on what is the “source of truth” when it comes to out-of-date copy docs or email designs that differ from the copy doc
Ideation
With initial research done, I sketched out some initial ideas of the dialog menu, right toolbar, and right-side sidebar options and possible interactions.
With initial research done, I sketched out some initial ideas of the dialog menu, right toolbar, and right-side sidebar options and possible interactions.
With initial research done, I sketched out some initial ideas of the dialog menu, right toolbar, and right-side sidebar options and possible interactions.
Ultimately, we chose to proceed with the sidebar option, as this allowed teams to still have visibility of the copy doc and view changes in real time. I created higher-fidelity mockups that evolved into Figma prototypes used for initial usability testing. We had Customer Success Managers (CSMs) perform a series of common tasks, which they all completed with a 100% success rate amongst five users. This positive feedback provided us with the green light to fully develop a beta version of the Copy Center in Google Sheets.
Ultimately, we chose to proceed with the sidebar option, as this allowed teams to still have visibility of the copy doc and view changes in real time. I created higher-fidelity mockups that evolved into Figma prototypes used for initial usability testing. We had Customer Success Managers (CSMs) perform a series of common tasks, which they all completed with a 100% success rate amongst five users. This positive feedback provided us with the green light to fully develop a beta version of the Copy Center in Google Sheets.
Ultimately, we chose to proceed with the sidebar option, as this allowed teams to still have visibility of the copy doc and view changes in real time. I created higher-fidelity mockups that evolved into Figma prototypes used for initial usability testing. We had Customer Success Managers (CSMs) perform a series of common tasks, which they all completed with a 100% success rate amongst five users. This positive feedback provided us with the green light to fully develop a beta version of the Copy Center in Google Sheets.
We then asked CSMs to use the beta version and conduct the same task we asked them to during our initial field study: create a copy doc for a live client and track their time while we observed. From the beta version alone, we were able to reduce the average time spent on the copy doc from 105 minutes to 58 minutes.
Although I left the company before the full launch of the Copy Center, the Copy Center is still used at the company to this day by all internal teams. It launched with all the initial features we aimed for in our initial scope, and has since also been integrated with Wunderkind's new proprietary design software. The Copy Center continues to serve teams everyday and contribute to continued client satisfaction.
We then asked CSMs to use the beta version and conduct the same task we asked them to during our initial field study: create a copy doc for a live client and track their time while we observed. From the beta version alone, we were able to reduce the average time spent on the copy doc from 105 minutes to 58 minutes.
Although I left the company before the full launch of the Copy Center, the Copy Center is still used at the company to this day by all internal teams. It launched with all the initial features we aimed for in our initial scope, and has since also been integrated with Wunderkind's new proprietary design software. The Copy Center continues to serve teams everyday and contribute to continued client satisfaction.
We then asked CSMs to use the beta version and conduct the same task we asked them to during our initial field study: create a copy doc for a live client and track their time while we observed. From the beta version alone, we were able to reduce the average time spent on the copy doc from 105 minutes to 58 minutes.
Although I left the company before the full launch of the Copy Center, the Copy Center is still used at the company to this day by all internal teams. It launched with all the initial features we aimed for in our initial scope, and has since also been integrated with Wunderkind's new proprietary design software. The Copy Center continues to serve teams everyday and contribute to continued client satisfaction.
Reflections
Together with the UX Engineers, we decided to tackle this project for our OKRs as we saw an opportunity to make a significant impact in our coworkers' daily work. Our main challenge was to integrate a solution into Google Sheets without worsening existing issues such as slow loading times. This project was my first extensive involvement in user research, and I discovered a passion for using data to validate our design choices. The enthusiastic feedback from coworkers during user testing further motivated us to create a product that genuinely addressed their needs, and continues to do so to the present.
Together with the UX Engineers, we decided to tackle this project for our OKRs as we saw an opportunity to make a significant impact in our coworkers' daily work. Our main challenge was to integrate a solution into Google Sheets without worsening existing issues such as slow loading times. This project was my first extensive involvement in user research, and I discovered a passion for using data to validate our design choices. The enthusiastic feedback from coworkers during user testing further motivated us to create a product that genuinely addressed their needs, and continues to do so to the present.
Together with the UX Engineers, we decided to tackle this project for our OKRs as we saw an opportunity to make a significant impact in our coworkers' daily work. Our main challenge was to integrate a solution into Google Sheets without worsening existing issues such as slow loading times. This project was my first extensive involvement in user research, and I discovered a passion for using data to validate our design choices. The enthusiastic feedback from coworkers during user testing further motivated us to create a product that genuinely addressed their needs, and continues to do so to the present.
HOME / CASE STUDIES / ABOUT
HOME / CASE STUDIES / ABOUT
Thanks for stopping by!
Have questions, feedback, or just want to chat? Let's connect!
Thanks for stopping by!
Have questions, feedback, or just want to chat? Let's connect!
Thanks for stopping by!
Have questions, feedback, or just want to chat? Let's connect!