IMI Campaign
Integrated Campaign Management System
Redesigning an existing muti-channel campaign management platform
Users
Marketing campaign
managers who want to
increase the campaign
ROI & improve
Campaign Mgmt.
experience.
My Role
Project Lead,
Requirement Analysis,
User Research,
Competitive Research,
Interaction Design,
Visual Design.
Team
2 Interaction Designers
&
1 Visual Designer
Duration
16 months
(Sep 2017 - Jan 2019)
PROBLEM SPACE
What are the core functions of the Campaign Management Tool?
Built for the digital enterprise, this tool is trusted with the deployment of millions of cross-channel communications. The platform's mobile-first capabilities optimize campaigns for the smartphone, with enterprises using SMS, App Push, MMS, and Email, to maximize performance throughout the customer lifecycle.
Famed for their 'Priority' Campaigns’ to create one of the most engaged customer bases in various domains.
This tool is an integrated campaign management system. It offers a way for enterprises to instantly innovate, switching from poorly-integrated disparate systems to joined-up cross-channel communications that use the latest mobile-first capabilities.
From location-aware messaging to instant access to new mobile channels, IMIcampaign's features work together to increase campaign ROI and improve campaign CX.
USER RESEARCH
1
Product Manager
2
Account Managers
4
Operations Staff
5
Project Managers
&
Lead Developers
Primary Users for the Dashboard
Marketing Managers (CMO, Marketing Head), Campaign Managers
Primary Goals of the Dashboard
-
Fish eye view of campaigns performance across P&Ls & Campaign Groups.
-
Campaign Statistics, User Engagements & ROI.
-
Top to down statistics at a granular level.
-
See information grouped by channels with respect to a given date range.
Primary Users for the Campaign Mgmt.
Marketing Managers (CMO, Marketing Head)
Campaign Managers
Primary Goals of the Campaign Mgmt.
-
Campaigns creation and management.
-
Understand heirarchical structure of the Campaign Group, Campaigns and Follow-up Campaigns.
-
To represent the campaign details in terms of Who, What & When, where-in the user may be able to edit the campaign as per the business requirements.
-
Unify different campaigns at different levels of the users' organisation & align teams around a single campaign calendar to ensure they deliver unified brand campaigns and messages & a personalized experience to the customers.
-
Creating & uploading of assets in terms of Message Templates, Pictures, Videos, Audios etc. which aid creation of campaigns.
USER PERSONAS
RESEARCH & SYNTHESIS
Insights from Contextual Enquiry and Observations
-
The dashboard essentially was a generic screen and all the information relevant to the campaign groups & running campaigns were bound to be modeled around it. No relevance was given to information hierarchy, information grouping, context & usability.
-
It was very difficult to derive any conclusion from the graphs & data visualization as the parameters for campaign groups and that for campaigns were different.
-
Users found the current campaign flow tedious and confusing as the information across different sections of campaign management was overwhelming and the structure was missing.
-
There were numerous hidden menus & options which the users found difficult to navigate and find during configuring campaigns.
-
There were numerous UI & interaction level inconsistency; pop-up over pop-ups, tabs within tabs & accordion within accordion were common show.
-
UI was dated and needed to be in line with the modern standards which had a negative impact on the sales demonstration & conversions.
IDEATION & SOLUTION
Solution Approach
Since there was no clear understanding of the performance matrices of campaign(s) we decided to show the information as a dashboard on the landing page.
We started to a very high-level block based wireframe which slowly got refined as had multiple discussions with the stakeholders.
On the similar lines the entire evolution of the form based system to a canvas & nodes based system was derived out of many brainstorming activities with the product managers and the team which was iterated over to be refined into the final product.
Dashboard: Monitoring Campaigns
This section of the tool describes out how a manager would login to the tool and make informed decisions using the real-time graphs and tabular data to drill down to the most granular detail about a campaign.
Visual Campaign Builder: Provisioning Campaign
This section of the tool shows how a manager would go about and create a campaign using the visual builder tool.
Design Deliverables
A good design is as good as its documentation.
Keeping this in mind we created an elaborate Wireframe Specification document which detailed out the various components, graphs, charts and the screen level interaction elements which were used. Along with this, there were details about the ideal data and outcomes for data tables and charts. This was one document used as by the UI development team to understand and adhere to the interaction guidelines for the product.
To add to the Wireframe Specification document there was the Visual Specification document which detailed out the various components, graphs, charts and the screen level visual treatment of these elements. This was particularly made developer-friendly by using specifications in 'px' and percentages so that the developers can use it directly.
There were colors, shadows, height and width of elements that needed to be defined in the form of a Styleguide.
TESTING & EVALUATION
Usability Testing
We conducted usability tests with 10 different users, who used to drive, provision and execute campaigns on daily basis.
As the users were key people within IMImobile's existing clientele situated in a different geographic location; we conducted remote usability test sessions with users considering both the budget & the project time-line.
The overall reaction of the users was positive and they could appreciate the sense of structure and clarity that was brought by the design. The refreshing modern UI was very pleasing to the users.
Following are the some of the key statements given by the users & stakeholders:
Dashboard
-
Each and every page were much richer in-terms of the graphs & data visualizations from the very first page of the Dashboard.
-
Full control over displayed information and ability to drill down to very basic on the basis of Hierarchy, Channels and Time.
-
Dynamic and relevant graphs which can be directly downloaded and archived for client consumption (earlier they used to do a lot of excel work for the graphs to look good).
-
The navigation is very clean, nesting & hierarchy is much clear and takes away the need of searching through keyboards in most of the cases. They were now sure about how and where a certain information was located.
Campaign Mgmt.
-
New interaction experience with the canvas and draggable nodes is a most usable & wow factor.
-
Clear compartmentalization of information in specific nodes with configurable properties and retaining the old connotation of Who, What & When.
-
Ability to visualize the campaigns and trace the node which might need little tweaking without digging through a long series of click able form/wizards.
-
The hidden menus and options are now available through the click of respective node elements as overflow menu in the canvas.
CONCLUSION
Business Impact
This design overhaul has positively impacted the business and entirely transformed the product to compete with other competitors like Adobe Campaign Manager and Salesforce.
This has reduced the overall time-taken to navigate through the product by 50% and decreased the create better targeted campaigns by at least 30% while reducing the hand-off time by a massive 45%.
The learning curve is relatively low and most of the client are ready to be transition to a in-house operations team from the one provided by IMIMobile.
Reflections
As this was an enterprise level product the users were in a different geographic location hence it was very difficult to contextualize the importance of certain actions and user requirements. Although, the remote user interactions and expert user inputs helped us to gain as much context possible in the short time that we had.
Hence, if given an opportunity more time with the users is required to better empathize how they use; and conduct sessions to evaluate their interactions with the new system.