Campaign Builder Manager

Overview

The new campaign manager helps the internal Marketing team to easily build any campaign easily with branding guidelines automatically. We are trying to reduce the design review process to ZERO and a way update the subscriber’s list easily.

Problem

Understanding the Project

I use the "5 Ws and H" approach, ensuring I cover the who, what, where, when, why, and how of the problem.

Who: The marketing team at PSE Retail Holdings
What: Wants better campaign builder system
Where: PSE Retail Holdings marketing platforms
When: When conducting business
Why: to help the marketing team to easily create and update the campaigns
How: by reducing design review process

Design Process

The Double Diamond design model has four stages: Discovery, Definition, Development and Delivery Together.
I’m using these steps to organize my ideas and make the creative process better.

Discover

In discover step, I’m trying to discover the targeted users and their personality and user journey by meeting them in a video conference calls to know the pain points.

Persona

Emily Campaigns Executive at PSE Retail Holdings. She has experience using many campaign builder tools.

Meet Emily Blake

Campaigns Executive at PSE Retail Holdings

Emily is a campaign executive working at PSE Retail Holdings.
She loves listening to pop music.
Working on PSE Retail Holdings for +3 years in the marketing team.
Reporting to Head of Marketing.
She thinks that in the new design, we should improve our process to create, update and review the campaign because now it takes a lot of time.

Empathy Map

What’s the user's main role in the PSE Retail Holdings?
Is there any situation that impacts the daily job in a negative way?
What are the issues/pain points?
What is the current process user follow to send a campaign?
What makes the user feel happy?

SAYS:

It's not easy to understand the company branding guidelines.
It will be great if we have more designs.

THINK:

Better solution to build campaign faster.
Have more templates with different designs.
Can download the group of subscribers contact to target them later.

DOES:

Design team must review the campaign design following branding guidelines or not before send the campaign.
All the time the manager comes back with some mistakes saying “Not following the branding guidelines”.

FEELS:

Painful to manage the subscribers list and update it.
Design team take more time to review any campaign.
Not good to face same mistakes regarding branding guidelines every time.

User Journey

1

Building a new campaign content.

Must build everything manually from scratch and apply the branding guidelines.

2

Send a test campaign to internal people to review.

Send a test review to the marketing manager and design lead to review the content and check the branding guidelines.

3

Waiting for feedback from the design team and marketing manager.

There is no visibility of when the campaign will be reviewed and no comments saved to check. I have to follow up personally with managers.

4

Apply the changes coming based on the coming feedback and send for the second round of review.

Take time to apply the changes and sometimes we do more than 2 rounds of changes.

5

Select the targeted users and send the campaign.

Users are categorized by groups, select a group means I will send this campaign to all included users.

6

Analyze campaign report.

No option to get a full list of some users that takes a specific action. Need to remove the unsubscribes list manually.

Pain Points

Wasting time to review whether the design is following the brand guideline or not.
Not easy to understand the branding guidelines.
Edit the campaign design many times and the mistakes are repeatable.
The campaign is delayed because waiting for the Design team to review it first.
Remove the unsubscribe list manually.

Expected Result

A better and easier process to create, update and review the campaign.
Reduce the design review time as much as we can.

Define

In define step, I’m trying to define the main pain points and prioritize it with stakeholders based on the value and effort to know which features we gonna build first based on (WSJF) Worked Shortest Job First.

Worked Shortest Job First (WSJF)

1

Create a pre-designed templates with a company branding guidelines, by uploading a HTML file and an Images "Zip" file in one step.

2

Drag and drop the styled components to the campaign builder.

3

Campaign report with more details: How many links were clicked, How many bounced emails, unsubscribed users list, and more.

4

Mass Unsubscribe: Upload the list of unsubscribes users then in one click remove them from the main list.

Hypothesis

We think Marketing is very important for PSE Retail Holdings. We want to make the campaign process easy and faster for the company. To do that, we need a ready-made template that the marketing team can use without needing a design review. They can easily upload the templates, use drag and drop styled-components, make content changes, and get going with the campaign.

Develop

In develop step, I’m trying to develop sketches for the ideas helps me to solve the users problems.

Deliver

In deliver step, I’m trying to create a high fidelity prototype with interaction to helps us test the usability with a real users.

Flow 01: Create New Campaign

Flow 02: Mass Unsubscribe

Flow 03: Campaign Reports

Flow 04: Edit Template

Conclusion & Developer Handoff

After finalizing the design iterations, I moved to the next stage, which involved transitioning the designs to the development phase. We conducted multiple meetings to go through the design and discuss how some interactions would work on the design. Creating prototypes proved to be immensely beneficial during these discussions. In the initial stages, we actively engaged cross-functional team members in product meetings, ensuring their involvement in the solution and making it easier for us all to conclude the design phase successfully. Recognizing that the developers intended to use React for the application alongside their framework, I aligned my designs with their Tailwind-based design system, which made their life much easier.

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