Popup Editor Redesign

Postscript

Summary
Postscript’s existing popup builder was limiting both customer flexibility and performance. As the sole designer on the team, I led the redesign of the editor, from early research through launch, to create a more intuitive, flexible system that enables customers to build higher-performing popups without relying on custom code.

Today, all customers who use Postscript popups do so through the redesigned editor.

Objectives


The original editor created friction in a few key ways:

  • Limited flexibility made it difficult for marketers to match their brand or experiment with different strategies

  • High complexity required users to rely on custom CSS or support to achieve many desired outcomes

  • Rigid architecture made it difficult to support new features or evolving customer needs

As a result, customers struggled to create effective popups, which directly impacted conversion performance.

Role


I was the sole product designer across the full lifecycle (research → design → validation →

launch). Throughout the process, I partnered closely with Product and Engineering.

Understanding the User

I conducted interviews with customers and internal support specialists to understand how the editor was being used in practice.

Three consistent needs emerged:

  • Flexibility: “I want this to look like my site, my brand.”

  • Control: “I want to get the design I’m looking for without custom code.”

  • Extensibility: “I want to add steps like a micro-yes intro.”

This feedback pointed to a deeper issue: the existing editor was no longer supporting how marketers actually think about building popups.

Design Direction


I reframed the problem from “improving an editor” to:
How might we give users more control while keeping the experience simple and familiar?

Key principles:

  • Support flexible, multi-step flows instead of rigid templates

  • Eliminate reliance on custom CSS by exposing more controls

  • Make system behavior clear and learnable, especially around styles shared across steps

I explored patterns from similar tools (e.g., WYSIWYG editors) to find familiar interaction patterns that could reduce the learning curve.

Validation & Iteration

At various development stages, I validated design concepts with internal user and customers through:

  • Clickable Figma prototypes

  • Alpha builds with working functionality

Key learnings:

  • Users needed a template library earlier (meaning: at launch) to get started quickly

  • Shared styles were confusing and needed clearer feedback

These insights directly shaped what we prioritized for beta.

Some screens from the prototype that was tested

Results

  • 60%+ of customer GMV now uses the new popup system

  • 30–50% lift in conversion rates (completed opt-ins) compared to legacy popups

  • Features like multi-step flows (“micro-yes”) contributed significantly (20–30% lift in some cases)

  • Reduced reliance on support and custom CSS, enabling more self-serve success

The redesign not only improved usability, but also directly impacted customer performance and business outcomes. The redesign has also enabled:

  • A more scalable foundation for future popup features

  • Faster iteration on new features

  • Greater customer control without increasing complexity

For more information, here’s the marketing site for Postscript popups where some of the latest metrics will be.

Next

Brand Center