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.

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