SendGrid Labs

The challenge

SendGrid Labs is an elite team where I was the only designer dedicated to the project, but the work benefited from the larger SendGrid organization for user research and the overall quality of design expectations. The project I worked on was an 8-month [successful] effort to gain an executive 'Green Light' 🚦signaling the product would be operationalized by the larger SendGrid organization.

The project

The SendGrid Way provided the foundation of the method we used to approach the user testing process, but we combined it with the fresh common sense of Jobs theory as explained in Clayton Christensen's Competing Against Luck. This led to rapid-fire iterations around the conceptual "Job To Be Done" with specific hypotheses and design prototypes, fine-tuning the UI after while making prioritized recommendations for earlier research as we built the product out more fully.





When optimizing my ad campaigns, I want to see a roll-up of performance across all of my campaigns broken down by my intended goals and key insights about individual campaigns and channels. I also want the flexibility to drill up or down to dig into the details of what my campaigns are doing so that I can make informed decisions about next steps.



Senior UX Designer Jack Reis
Director of Product Chiara McPhee
Senior PM Liz Yee
Senior Software Engineer Jorge Chang
Senior Software Engineer Jerome Chan
Senior Software Engineer Dave Lee
VP of Labs Mike Rowan