Campaign Management System

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.

Picking apart the challenge statement

Redesign the existing multi-channel campaign management web platform to a manager-first business-driven application for IMIcampaign. Starting with a "HMW": how might we improve the Campaign Creation and Campaign Management experience for the Marketing Managers? The Problem: I am a Marketing Manager and I know what the campaign business requirements are. There is an operations team to translate the business requirements into a campaign. Due to the disjoint modus operandi there is multiple back and forth and a lot is lost in transition. Using the system is confusing and time consuming for me.

Contextual Enquiry

We interviewed 8 users: 2 Campaign Managers, 4 Operations Staff, 2 Developers. Insights from Contextual Enquiry and Heuristic Evaluation — Operational Challenges (see below), and User Experience Challenges: Generic Dashboard, Poor Data Visualizations, Tedious and confusing campaign flow, Hidden Menus, Inconsistent UI, Dated UI.

User Personas

Needs and Goals: since we are moving from an operator-served model to a self-served model the interaction between the Marketing Managers and the Operations team is reduced. Primary User Needs — Dashboard: make data-driven decisions; campaign statistics, user engagements & ROI; top to down statistics at a granular level; see information grouped by channels concerning a given date range. Campaign Management: represent and edit campaign details in terms of Who, What, When, and Where visually; unify campaigns at the level of the users' organization and teams around a single campaign calendar; provide a personalized experience to the customers. Goal KPIs: reduce Campaign Deployment turn around time by 30%; get actionable insights to pin-point problem areas; visualize the journey of a campaign.

Process

01 — Dashboard Design

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. Rationale: this low level block diagram helped the stakeholders design with us, with their input being essential in every step of the way. Result: improved stakeholder buy-in — from comparing dashboard templates online to understanding how data models each visualization.

02 — Data Visualization Explorations

Option 1 — Card for each P&L: each Profit & Loss group had a performance chart with the tabular data present below its respective donut chart. Rationale: gives a high level view of the group both visually and textually. Feedback: there is no way to see more than more P&L group together or see the conversion. Option 2 — Conversion Funnel: to illustrate conversion the next chart explored was a conversion funnel. Rationale: gives channel level breakdown of the data and managers can look at "Sent" vs "Clicks" easily. Feedback: a conversion funnel is being used to track other processes on another platform — the goal here was to have a chart that is responsive and informative for the users. Final — Sunburst Chart: to utilize space more efficiently compared to linear hierarchical visualizations, the radial orientation of the sunburst chart works best and it is interactive. Rationale: all elements on the same level are regarded equally important, thereby eliminating the dichotomy between the elements on the periphery and center; since it resembles a pie chart, which most of us are familiar with, the Sunburst chart is intuitive in nature. Feedback: the users and stakeholders loved using a PoC version which had emulated data — we could hear them talk about the decisions they could make out of this.

Data visualization explorations · 4 frames

04 — Listing Page Adaptations

Since the platform was extremely data heavy, we had to make a few adaptations to cater to the need. Campaign Group & Deployments: each Campaign Group has deployments in terms of follow-ups and new campaigns — the listing has two parts, Campaign Groups with the contact size and responses, and an inner table with deployment level details such as name, channel, status, etc. (P&L → Campaigns → Deployments). Deployment Name: the deployment names could go up from 64 characters to 128 characters — to get around the problem, I came up with the idea of putting ellipses in between the name. Example: fifteen_charac...teen_characters.

05 — Calendar View Improvements

Managing Information Overload: imagine having to manage more than 100 meetings on your daily calendar! Failed iterations: having only a calendar view; having only a list view with dates as filters. Solution: finally, we decided to create a calendar view along with a list view so that users can look at the calendar and yet see the campaigns running in the time selected.

Before After

Drag to compare before and after

06 — Campaign Creation Canvas

Forms → Canvas. Nodes: understood the atomicity of the form and broke the form down into free individual units called Nodes. Defining Properties: designed properties of the nodes based on what associated values can be captured and configured. Canvas: integrated all the nodes on the canvas by identifying the dependencies and how each is related to another in a specific flow. Canvas Nodes: leveraging Sketch's "Symbol" and "Library" functionality to speed up the workflow and maintain consistency — as this was a new concept compared to the current system, we decided it would be best to ideate with mid-fidelity wireframes in order to gather better feedback.