Product DesignAutomated Marketing Manager
Automated marketing tool for the financial industry to streamline the marketing processes and improve customer engagement.
An automated marketing tool designed to streamline marketing processes, improve customer engagement, and boost conversion rates by delivering personalized communication and targeted campaigns. With our platform, financial institutions can now enhance their marketing efforts and achieve greater success in today's competitive landscape. The insights gathered from the customer feedback and research were used to create a newly redesigned tool that meets the unique needs of financial institutions.
ROLEUX DesignerTOOLSFigma, Mural, & ZoomCLIENT/DATEDeluxe Brand Center, August, 2022This redesign was to address the pain points and challenges that customers were experiencing while still meeting the unique needs of financial institutions. The redesign required research on the usability and effectiveness of the marketing tool to identify opportunities for improvement.
The redesign had to be seamless and user-friendly to simplify tedious marketing tasks, automate manual processes, and deliver personalized communication and targeted campaigns that increase engagement and conversion rates. The challenge was to create a new design that addressed the shortcomings of the old tool while still meeting the high standards of the financial industry.
The Challenge
Goals
The goal of redesigning the legacy product was to create a modern, user-friendly, and highly effective marketing automation tool that meets the needs of financial institutions. The objective was to simplify complex marketing tasks, automate manual processes, and deliver personalized communication and targeted campaigns that increase engagement and conversion rates.
The goal was to create a new design that leverages the latest advances in technology and user experience to achieve outstanding results for financial institutions. The ultimate aim was to provide a powerful and intuitive platform that enables marketers to optimize their efforts, streamline their processes, and enhance their overall marketing strategy.
Client Interviews
I started by conducting in-depth interviews with current clients to gain insights into their experience and journey with the existing marketing tool. These interviews provided valuable feedback on pain points, challenges, and areas for improvement.
What we heard:
“everything is quite manual and have to use multiple toolings”
“I use MailChimp to send marketing emails instead, it’s just more efficient than what you currently offer”
“really it should be more professional looking”
“it takes far too long to send a campaign”
User Persona and Journey Map
Based on our research we created a persona to inform our initial designs and analyzed how their experience using our current Automated Marketing Manager. One key finding from our research is that many of our customers were resorting to external tools to achieve a more modern and streamlined experience, particularly when they required enhanced customization options.
Prioritizing Feedback
Using the data gathered in research, I lead the product team in a feature prioritization exercise. The object of this exercise was to sort user feedback based on the main features users wanted, and how easy it would be for our team to implement. The product team identified the below areas of focus for the redesign:
Creating a Simple Step-Through Process: Straightforward and intuitive step-by-step process.
Minimizing the Number of Steps: The number of steps required to complete a task or achieve a goal needs to be reduced.
Modernizing Personalization Flow: The personalization flow to should be more contemporary and engaging.
Friendlier User Interface (UI): Friendlier and more visually appealing user interface.
Clear Summary of Campaign Prior to Launch: Comprehensive overview of the campaign details before launching a campaign.
Clarifying Campaign Builder Copy: Clearer and more concise copy on the Campaign Builder page.
Reviewing Copy Across Designs: Consistency and clarity across all headings, labels, and instructions.
By prioritizing these features based on user feedback and the ease of implementation, we can enhance the overall user experience, simplify the user journey, and create a more engaging and user-friendly product.
Design Concepts
I started by conducted a thorough competitive analysis of existing products on the market. This involved identifying direct and indirect competitors, analyzing their strengths and weaknesses, and gaining insights into their design principles. After gaining a better understanding of the market, I explored a wide range of design possibilities and explored innovative options with the product team.
Existing Designs
Sketching and Exploration
Low Fidelity Design Concepts
High Fidelity Wireframes
Research and Iteration
Unmoderated testing
Next, I conducted unmoderated research on how to evaluate the efficacy of the new designs. Participants were asked to complete a marketing campaign using the prototype built in Figma and asked a series of questions as they progressed.
What we heard:
“There are couple of other options which I feel should be added such as customizing when the campaign gets sent out etc. and additional customizations which you can make to the campaign.”
“It’s missing a summary page which essentially shows how the content will be distributed.”
“I couldn't think of any ways to improve this experience and would be happy to use it for my business.”
“I think that this is a really good, straightforward user friendly way to build engagement campaign”
Results
The unmoderated study revealed positive feedback on the simplicity and ease of use of the redesigned product. However, users expressed the need for a clearer summary of content before launching and desired more control over customization.
Conclusion
Key Takeaways
The final iteration successfully addressed the project objectives. The redesigned product offers a simple, efficient, and engaging user experience. Users can now navigate through a streamlined process, personalize their campaigns effectively, and enjoy a visually appealing and user-friendly interface. The clear campaign summary and improved copy clarity further enhance the usability and understanding of the platform, ensuring a seamless and enjoyable experience for our users.
The case study emphasizes the importance of ongoing user feedback and iterative refinement to meet evolving user expectations and deliver a powerful and intuitive marketing automation tool.
Next Steps
Gather insights on customization preferences
Identify common patterns and prioritize desired customization options to develop an implementation roadmap
Research proposed designs
Stay responsive to customer needs, monitor market trends, and identify new opportunities for ongoing enhancements.