Carta Email Letter Builder Redesign
Opportunity
In 2024, Carta's internal email newsletter tool was desperately in need of a major upgrade. The existing editor was built on legacy systems and created significant friction for both our Marketing and Newsroom teams who relied on it for content creation.
The core problems were numerous and impactful:
The outdated editor was difficult to use and limited in flexibility
Users frequently needed developer support for tasks that should have been straightforward
Content creation was slow and prone to errors and inconsistency
Complex targeting features required inserting blocks of code that were difficult to read and edit
The Import Feed functionality was powerful but nearly impossible to use without technical help
These limitations weren't just inconvenient—they were fundamentally slowing down content creation and increasing our risk of errors. Meanwhile, the complete recode of the editor in ProseMirror provided an ideal opportunity to rethink and rebuild the entire experience from the ground up.
Approach
The idea of a drag-and-drop letter builder had been discussed for years, but this was our first real opportunity to reinvent it completely. I started by reviewing years of accumulated feedback, surveys, and user complaints from both Marketing and Newsroom teams to understand exactly what wasn't working.
My goal was to create a new, more powerful, collaborative, and user-friendly email letter builder that would eliminate these legacy pain points. I needed to improve usability, reduce errors, add flexibility, and empower users to create content more quickly and confidently without always needing developer assistance.
The key objectives were:
Eliminate dependency on developer support for routine tasks
Improve overall usability and reduce content creation friction
Add new functionality that would provide real value to users
Future-proof the system to support upcoming enhancements and integrations
Research and Discovery
I shadowed and surveyed users for each content element, documenting current features, pain points, and potential improvements. This process helped me identify workflows that could be simplified, content import mechanisms that could be made more flexible, and opportunities for entirely new features that would add real value.
Design and Development
I redesigned every existing content element with a focus on cleaner UI, removing irrelevant fields, and adding new functionalities. Two entirely new elements were also introduced based on user needs. Throughout the process, I held user testing sessions with both Marketing and Newsroom teams to gather feedback and refine the designs.
Beyond the core editor, I thought holistically about the entire email creation experience. I proposed updates to Settings and Template Options, reworked the information architecture of the actions menu, and improved email preview workflows. I coordinated with the Washington Post Ellipsis designer to ensure consistency and held weekly meetings with our development team to identify potential technical issues early.
New Features
Target Audience Element
Of our new key features, the Target Audience Element was one of I championed most heavily. Previously, newsletter editors had to insert complex blocks of code to target specific audiences like subscribers or international readers, which was difficult to read, edit, and prone to breaking. I developed a user-friendly interface for this feature, initially targeting audience segmentation by subscriber status or geolocation, with plans for more granular targeting in future versions.
The Import Content Element replaced the old Import Feed functionality. While the previous version was powerful, it was difficult to use and required developer help. The new element allows users to import article collections from our newsroom tools or standalone articles directly into the newsletter, giving newsroom teams more independence and control over their content.
Result
Since rolling out the new features, adoption has steadily increased with measurable improvements in user satisfaction and workflow efficiency. During early testing, newsroom users rated the new letter builder a solid 4 out of 5, even with minor bugs and missing content elements still in development.
The key improvements include:
Streamlined interface that reduces content creation time
Increased flexibility and user independence from developer support
More intuitive targeting and content import functionality
Users have expressed genuine appreciation for the reduced reliance on developers and the ability to focus more on content and collaboration rather than troubleshooting technical barriers. The project has set a new standard for Carta's email content creation, making the process more efficient, flexible, and enjoyable for everyone involved.
The new builder is now positioned to support future enhancements and integrations, including a custom content element slated for development in late 2025, ensuring the tool will continue to evolve with user needs.
