Custom Email Target, 2022-2023


  • Internal stakeholder interviews
  • Usability testing
  • Interactive prototyping


  • Google Sheets
  • Dropbox Paper
  • Figma


  • Research results
  • Design specs
  • Working feature


Our “Contact Your Lawmakers” feature wasn’t fulfilling the expectations of our customers, and the engineering timeline to fix it was long. Additionally, several high value customers were asking for more flexibility in who their supporters could contact.


As a product and design team, we made the decision to repurpose an existing feature that would allow customers to add their own recipients, or targets, instead of relying on a separate database of legislators.

By conducting internal stakeholder interviews, I validated the decision that a “custom email target” action would be valuable to our customers, as well as a tentative design direction.


Customer interview plan.

Next, I built a clickable prototype in Figma and reached out to customers I found through our Productboard insights who had requested similar functionality. During usability testing, I was not only able to learn what improvements to the UX I should pursue, but also gained a greater understanding of customer use cases and ideas for future iterations.


Clickable prototype built in Figma.


Since launching in March, the custom email target action type is outperforming the preview email action type by a factor of four to one.

Based on this wide adoption and feedback I received during the discovery phase, I’m currently working on the ability to add multiple recipients, and have successfully tested a clickable prototype with users.