Engage - A campaign manager's tool
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In this project, I led the redesign of "Engage," one of the six services within the broader CX platform. This case study focuses on designing an
optimised experience for launching outbound campaigns in "Engage" for campaign managers.
The new design resulted in a 50% increase in adoption rate and a 30% reduction in support calls.
UX Activites driven by me
User interviews
Facilitating brainstoming sessions among stakeholders.
Concept proposal & Prototyping
Usability testing
Design QA with developer
Collaborators
Product Manager
Senior Developer
Design Manager
Understanding our target users
Initially, I faced a challenge due to limited access to customers. So, I chose to leverage insights from campaign managers, who shared firsthand experiences and common customer struggles.
Total of 10 user interview were conducted to understand the problem they are facing.
John Kim
Marketing Manager.
John launches multiple campaigns for his brand
and tries to improve the engagement with the brand. Running campaigns
is just 16% percent of his day's work.
Hence, John only cares about how easy and quickly can he launch campaigns with confidence.
We found an interesting insight about the user in one of the brainstorming session.
The problem
The existing tool offered powerful features for campaign managers to launch hyper-personalized campaigns, but its lack of intuitiveness required initial user training. This limitation led users to rely on our tool for some services but use other platforms to launch campaigns, causing us to lose potential customers. To address this and create a cohesive experience, we undertook a redesign.
Understanding my playground
I first setup a call with the stakeholders to understand my constraints, anticipate potential challenges, and identify who holds the final decision-making authority,
Design Manager
Most importantly, we need to make
sure that new designs do not increase
the learning curve for the existing customers, unless needed.
Noted. Since we do not have direct
access to the users, could you connect
me with our internal campaign
managers.
Product Manager
Our vision is to promote “self serve” among the users.
Secondly, I anticipate 5+ features to be added shortly.
I shall work closely with you as the
project progresses to explore ways to
make the designs scalable.
Senior Developer
Currently, we have assigned two developers
for this project. Hopefully, there is no
complications in the design. 😜
Haha, absolutely, I'll keep that in mind! 😂 . But no promises, I’ll need to make choices that align with our project goals.
See you soon for the negotiations! 😜
Articulating project goals - Product, Business and Design
The objectives of the project are threefold:
The business objective is to increase user adoption and reduce the number of support tickets.
The product objective is to create an intuitive self-service tool that empowers users and reduces the need for dedicated campaign managers.
Finally, the design objective is to simplify complex campaign management tasks, enable users to navigate and complete actions confidently with minimal training.
Based on the above insights a new problem statement was redefined.
How can we redesign the campaign creation process to increase task efficiency & also promote "self serve" among the users?
Problem faced by the users
" As I create campiagn, I am always unsure if I selected the right content at the previous steps."
“ I discovered a good feature after 6 months of using the product. I was not told in the training as well.
“ Sometimes I stay confused if certain actions are working.
Defining the design pillars
Design pillars are like the anchors for our team to make sure that we stay on the path while making design choices. The following concepts were used for reimagining the information architecture for "Engage". However the user flows did not see any significant changes.
01.
Trust
A reliable interface and keep users informed at all times.
02.
Discoveribility
Features related to each step shall be easily discovered.
03.
Intuitive
Show only what's necessary, keep the rest hidden but accessible
Layout Iteration 1
This design enables the user to understand the required inputs and provides an overview after completing the information. This keeps the user informed at all times, allowing them to launch campaigns with confidence.
Pros
Gets a preview of all steps.
User is aware of what to configure.
Cons
Not scalable due to variation in number of steps for different social channels.
Surprisingly, showing preview at once was overwhelming to users.
Layout Iteration 2
The message preview was identified as the most important information for the user, so it was prominently maintained. To address the issue of visual overload, we organized the steps sequentially to clearly indicate the order.
Pros
The visual overload was resolved by creating a list.
Solved the problem of scalability as any number of steps could be added.
Cons
A vertical sequence introduced a problem of having unecessary white space.
The design does not handle integrations of the features for each step.
Final Design of the Layout
The page is divided into two sections.
The left section
shows the steps to create a sense of order and also display crucial information as an overview available for reference at all times.
The right section
displays configurations for each step. And the huge real estate gives us the scope to add complex features in the future for each step.
Highlights of the final design
This section highlights some of the salient elements designed to aid the targetted user personas.
01.
New layout provides actionable insights and enhanced awareness throughout all the steps.
On the left only the most crucial selections are shown so that the users stay assured at all times.
02.
Adding a review page with clear status indication ensured error prevention up to 90%.
03.
Campaign overview page facilitated quick decision making.
The top bars serve as prominent visual elements that communicate the status of the campaign, thereby strengthening trust in the system and validating the input provided in the previous sections.
At the review page I chose to show only the information that is crucial as identified in research. This increases the accuracy to spot errors if any
This section offers a concise guide to help users build a campaign on any platform, highlighting the critical choices made to foster trust during the viewing and editing stages.
It also incorporates warning and notification symbols to alert users of potential issues, identifiable by hovering over them.
This layout provides ample space for future scalability that caters to multiple channels of engagement.
Visualizations can assist in audience selection based on their previous performance.
Key actions shown upfront beside the campaign instead of hiding them inside the menu to help campaign managers take actions immediately reduces cognitive workload.
Offering a concise visualization instead of numbers improved efficiency to take action and report, thus enhancing task efficiency.
Measuring criteria for following three months
In collaboration with Product Manager, we tracked three major metrics - Number of errors, completion rate and satisfaction levels.
Self Reflection
Scope for improvement
Personal learnings
Usability testing has proven that selected design was a success.
However it also pointed us to few design drawbacks. Below are the few points of introspection.
Data visualisation page was less informative to the user. Further user requirement research is needed to make the dashboard actionable.
Salience for certain elements with graphic overshadowed
some elements which were pushed to the blind spot.
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The art conveying specific information to different stakeholders for better delivery efficiency.
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Ability to break down a larger project into achievable chunks and following an aligned strategy.
Challenges
I encountered enduring the project.
Growth opportunities
Improper organisation my project increased delivery time.
As the project evolved, feature requests piled up, and I was assigned a new hire. During the knowledge transfer, I realized my project organization was clear only to me. This taught me to structure my work for broader understanding—a hard lesson that cost me extra hours but led to a much-needed improvement
Negotiating with Engineers was frustrating.
Frequent pushback from developers to simplify designs for speed taught me negotiation and conflict resolution, allowing me to balance design integrity with development efficiency.
Conflict of vision between product Manager and design Manager
During brainstorming with Product Manager, we’d often align on a direction, but the
Design Manager would later disagree. Despite my attempts to address this with the Product Manager, we kept going back and forth, which became frustrating.
My mentor then introduced me to the concept of organizational hierarchy, showing me how to handle these situations with influence and support. This experience became a memorable lesson in strategic collaboration as a designer.