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Iterable’s UI Refresh: A Look Inside Our Process

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Over the previous six months, we’ve been working laborious to reimagine what our UI might be and immediately we’re excited to indicate off a brand new coat of paint. 

Our aim was to create a cleaner, extra approachable navigation bar the place each marketing campaign, record and workflow is extra simply accessible on the prime of your display screen, opening up extra space to deal with what’s essential.

Here’s a fast look into our course of and what to anticipate inside the new UI.

How Did We Start?

Original UI Prior to Refresh

A have a look at Iterable’s basic UI.

Our important objectives had been:

  1. Simplicity: The new look-and-feel is approachable and vigorous. We need all customers—irrespective of their familiarity with Iterable—to have the smoothest entry level to the platform to allow them to be working campaigns very quickly. 
  2. Discoverability: Our aim was to enhance work processes and improve productiveness in every part our clients do, which depends on them having the ability to discover the options they want, after they want them.
  3. Modernization: We wished to place an up to date look to the platform to coincide with the ability of Iterable.

What Were the Next Steps?

We collected and digested buyer suggestions together with inside analytics to find out our optimum path ahead. 

We distilled this data into our audits and person testing to outline an data structure—the What, Who, When, Why and How. It took a number of card-sorting workouts and over-the-shoulder labs to make sure that we had been pondering at scale and never from particular person views. 

In doing so, we prevented a typical pitfall in UI refreshes—individuals begin out too huge and overlook the person within the course of. 

Card Sorting UI Experiment

A easy card-sorting train led to discovering the sample: What, Who, When, Why and How.


Iterable strives to unlock creativity so entrepreneurs can think about new templates and check new buyer journeys. With that in thoughts, we targeted on consolidating our international navigation.

We needed to open up display screen house and provides clients the liberty to deal with their highest priorities. 

Prior to this refresh, our fastened international navigation was occupying the entire bar house on the left and prime of the display screen. When engaged on a small laptop computer display screen, this workspace grew to become difficult. 

With our consolidated international navigation, the house to create complicated workflows, campaigns and templates will increase considerably, thereby enhancing visibility and simplifying the inventive course of.


With our new data structure, we wished to make sure that new and present customers might intuitively discover their approach across the platform with ease.

The new data structure is designed with the roles customers full in Iterable in thoughts. Thus, aligning our UI with the brand new data structure removes any complexity from shifting round inside the platform.

We have grouped all related jobs collectively in their very own tabs for simpler productiveness. Below are 4 key tabs and which questions the related jobs reply. 

  • Audience: “Who am I messaging?”
  • Messaging: “When and how am I defining communicating with my users?”
  • Content: “What am I sending my users?”
  • Insights: “Why did I send that message and what are the next steps?”

Settings, account administration and notifications are additionally organized to be extra contextual and simply accessible, however not intrusive to the stream. 

Looking on the utilization metrics, we realized that project-switching was a extremely utilized function so we gave it some additional love by including a search bar so you would find your initiatives with ease.

With these updates to the discoverability of options, the Iterable platform makes it simpler for customers to be organized and productive.


Part of creating the person expertise intuitive is to leverage the patterns and habits customers have already developed.  

We have included comparable, user-driven UI patterns on this refresh to make sure that customers can make the most of their very own information and orient themselves faster and simpler. To visualize this, we selected a horizontal format, emphasizing the true property for creation and interplay with the product. 

We additionally highlighted our important options and pages utilizing iconography and a brighter remedy—along with new descriptions.  This resulted in higher readability round particular options and pages, what they will do, and what worth they will carry to the advertising course of. 

We labored with our branding staff to know our model character and apply it to our UI. While, visually, our earlier navigation utilized colours from our model, it didn’t align with our model character. 

With this refresh, we saved inside our model colours, however opted for a lighter, brighter method, in order that the Iterable expertise is extra cohesive and approachable for entrepreneurs.

How Did We Test Our Hypothesis?

For a change this huge, we wished to take suggestions from each buyer under consideration. 

We launched the updates in a progressive product experiment the place we randomly added clients to the experiment. However, we gave particular person customers the choice to opt-out in the event that they weren’t having fun with the expertise. 

Each week we might add a brand new set of consumers after measuring the retention fee.

We guided all clients concerned within the course of by launching a walkthrough that may introduce them to the modifications. The results of cautious planning and execution ensured a easy expertise for our clients and we obtained an overwhelmingly constructive response.


Our opt-in experimentation paired with the progressive roll-out allowed us to find and handle person considerations early, whereas testing long-term person preferences for the UI. We averaged a weekly retention fee of 99% for the brand new UI.

Iterable UI Refresh

A have a look at Iterable’s up to date UI.

Our focus at Iterable is empowering our clients to realize extra with their advertising campaigns. This is barely the start and a UI refresh is a giant step in our journey to create the best fashionable progress advertising platform. 

Current Iterable shoppers can study extra about our newest UI refresh by becoming a member of the Iterable Community and chatting with fellow customers and members of the Iterable staff.

New to Iterable and need to know extra about our platform? Sign up for a demo! 

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