Turning fragmented Postmaster data into actionable insights, helping marketers quickly identify deliverability issues and make confident decisions.
Context
MailFlow set out to rethink Google Postmaster. Not just as a data source, but as a usable product.
Existing tools were valuable but hard to work with. New users struggled with complexity, while experienced teams lacked flexibility and collaboration features.
I worked closely with the CEO to:
Align business and user goals
Define MVP scope and direction
Lead UX from research to final design
Collaborate with developers during implementation
The focus was clear:
Make deliverability data easier to understand and act on.
Research & Inputs
To ground the product direction, I combined stakeholder input, internal user insights, and competitive analysis.
Stakeholder alignement
Worked closely with the CEO to define MVP scope and prioritize clarity, customization, and scalability
Internal user insights
Collaborated with marketing and domain teams to understand how deliverability data is interpreted and used in real workflows
Competitive landscape
Reviewed tools like Postmaster and MailerCloud to identify gaps in usability, flexibility, and collaboration
These inputs helped shape early decisions around dashboard structure, alert systems, and collaboration features.
Key Challenges
Making complex data easier without losing meaning
Too much data, not enough clarity
Disconnected views across metrics
Designed for individuals, used by teams
Alerts that help, not overwhelm
Understanding the Problem
Due to constraints, I worked with internal marketing and domain teams who regularly use Postmaster-like tools.
The goal was to understand how people interpret and act on deliverability data in real workflows.
Metrics were hard to compare
Users must instantly know what’s free vs. paid
Data lacked context
Clean layouts make complex data approachable
Users depended on multiple tools
Focused MVP on making core insights clearer before adding integrations
Alerts were noisy or too generic
Designed flexible alert configurations based on thresholds and roles
Managing multiple domains was slow
Introduced bulk domain upload for faster onboarding
Deciding What to Build
There were many possible directions, but we focused on one goal:
Help users understand what’s happening and what to do next , faster.
Clarity over completeness
Action over information
Scalability from day one
Layer complexity gradually
Please find the detailed Figma link here for more details: Userflows
Core features
Combined metrics view
Made it easier to compare data and spot patterns quickly
Contextual commenting
Enabled teams to capture and share insights directly within analytics
Flexible alerts
Allowed users to define thresholds, channels, and recipients
Bulk domain onboarding
Reduced setup time for teams managing multiple domains
Role-based access
Supported both individual users and larger teams
What we didn’t build (yet)
Deep integrations
Advanced automation
Overly complex analytics layers
Designing the Experience
The product was structured across three user levels:
Primary users → daily monitoring
Admins → configuration and management
Super admins → System control
Making data easier to compare
Combined metrics into a single timeline view
Reduced context switching and improved analysis speed
Supporting quick checks and deep dives
Added summary and detailed views
Allowed users to explore data at different levels
Adding context into data
Enabled comments on specific dates and graphs
Helped teams understand why changes happened
Reducing alert noise
Introduced flexible alert configurations
Made alerts more relevant and actionable
Simplifying onboarding
Added bulk domain upload
Made setup faster for larger teams
Super admin dashboard
High-level summary across organizations, user management, and permissions.
Iterations & Improvements
Improved alert usability
Simplified alert configuration flow
Made alerts easier to set up and manage
Better setup visibility
Added domain verification status
Reduced confusion during onboarding
Faster domain onboarding
Bulk upload replaced manual setup
Improved onboarding speed for agencies and teams
Above: Old version of Add domain screens
Outcome
MailFlow planned as a scalable MVP focused on helping teams act on deliverability data more effectively.
Instead of just showing metrics, it made it easier to:
Understand what changed
Collaborate on insights
Take action faster
Award winning UX Designer
DNA Paris Design Awards 2025
The project was later Recognized for its excellence in design.
Key Contributions
Simplified complex data into clear, usable insights
Designed collaboration directly within analytics workflows
Built flexible alert systems for real-world use
Created scalable foundations for multi-domain teams
