A cohesive and integrated tool to plan and manage campaigns.
The Problem
Marketing experts don't have a single tool that can help them efficiently plan and monitor their campaigns.
Marketing experts are dealing with a considerably large number of tools for different purposes: market execution, campaign assets, analytics, report, communication, and etc. Regardless of the big numbers of tools, they also lack insights and learning, which leads to dependence solely on the past experience in creating campaigns without data to support the decision.
Business Goal
Improve the overall user experience by resolving the usability issues and creating a smoother flow.
Overview
The previous SAP Marketing Cloud solution had a considerable number of usability issues and apparently disconnected functionalities.
I redesigned SAP Marketing Cloud solution to create a smoother experience for marketing experts. The new designs include 4 main pages: Home Page, Programs / Campaigns, Segmentations, and Customer Journey.
Role & Duration
Product Designer
User Research, Interaction & Visual, Testing
Team of 4 designers, Product Manager, 10 Developers
May - July 2018
Persona & User Journey
I interviewed 6 marketers to understand their responsibilities and pain points. I found out that they usually manage multiple campaigns, and coordinates with multi-disciplinary teams such as creative teams, analytics, peer marketers, and sales.
Their main pain points are:
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No holistic view of all campaign statuses
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Too many tools - campaign creation, analytics, campaign assets, communication are all in different tools
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No smart insights embedded in the current system to help make informed decisions
Problems With The Old Marketing Solution
Ideation
I started by creating the information architecture and low-fi concepts for the primary applications.
The Final Designs
Informative and Personalized Home
To provide a more delightful home page experience, the homepage surfaces all key KPIs of programs and campaigns that are related to the role of a marketing expert.
Monitor Campaign & Tactics with Important KPIs
To empower marketing experts to stay on top of all their campaigns and tasks, the new design offers an integrated view of all the perspectives that they care about under one big "umbrella" program.
Segmentation with Helpful Insights
To help marketing experts to make informed decisions on the segmentation, the new design provides relevant insights for each attribute, for instance, the distribution of channels, lead scores, engagement rate, and etc.
An End-to-End View of Customer Journey
New designs allow users to fully plan their campaigns by putting together all actions. Users can also easily track performances by checking the real-time live performance data.
Impact
“For Marketing Cloud, UX is clearly a key aspect, more-so than many other products. With this I feel, we can really turn this into a differentiator. It really looks like night & day compared to the current UX. ”
— CTO, SAP Customer Experience, Moritz Zimmermann
“Thanks a lot everyone! I received a lot of praise for the board members for the great work you’ve done. Great job!!!”
— Chief Design Officer, Maricel Cabahug
Lessons Learned
1. Design thinking methodologies can be very helpful to tackle complicated problems.
2. Visual designs aren't the most ideal because of company visual consistency constraints.
