Clarity + Action → Improved email health
Overview
The Deliverability Hub transformed fragmented insights into a single score, paired with an Action Center for guided improvements. It simplified email health for customers and reduced support tickets significantly.
Context
Klaviyo was an up and coming martech SaaS product in 2022. For it to be taken seriously in this space, Klaviyo needed strong deliverability reporting within its Analytics suite. There was already some user feedback that had been received by product teams that reinforced the need for deliverability reporting.
Problem statement
Design a report that showcases important deliverability metrics for our users
Issue 1
Deliverability insights were fragmented and hard to interpret
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Deliverability Score distilled multiple metrics into one clear benchmark
Issue 2
Customers didn’t know what actions to take to improve poor deliverability
Action Center surfaced personalized, prioritized actions — no guesswork
Issue 3
Support teams were overloaded with deliverability-related tickets
Simplified insights + self-service reduced deliverability-related support tickets by ~50%
User Needs
I need a way to view performance across campaigns and flows
I want to track deliverability by country and domain
I need one place to understand my email performance
Process Steps
Step 1
Research & Insights
Explored multiple scoring models and researched score patterns from other industries
Step 2
Ideation
Analyzed customer feedback and prototype research to validate the need for a single score
Step 3
Design Exploration
Created new score component in collaboration with Design Systems team
Step 4
Action Center
Ideated the Action Center to provide recommended actions next to the score, reducing support load
Step 5
Delivery
Shipped score + Action Center as part of the Deliverability Hub, widely adopted across product
Final Prototype
Impact
Increased user confidence with the Action center → Improved self-service
50% reduction in deliverability-related support tickets
Higher adoption of deliverability best practices directly improving Klaviyo’s north star metric
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Recognition
Learnings
Challenged the brief: went beyond basic reports to propose a score + action system
Designed new components for the Ascent Design System
Balanced clarity (Score) with actionability (Action Center)
Proved the value of pairing insights with guided next steps