Client sponsored project
Sep 2019 - Dec 2019
Refined in Mar 2020
Researcher: Nic True, Penny Chiang, Varna Das
Designer: Lexie Li, Yuhao Shi
Director: Craig Birchler
Synthesize data:
Applied insights from research data, I led our team in conducting a channel & touch points map for Journey Builder, as well as an experience map for marketers
Ideation and design:
Facilitate the brainstorm session and explorations on UI design by adopting Salesforce Lightning Design System
User testing and Iterations:
Completed iterations on user interface design based on user testing results
Journey Builder empowers marketers to launch campaigns for its audience. However, with the growing audience and their needs for personalization, messages are sent across a variety of channels.
According to Salesforce annual survey,
Marketers create audiences for each message often reaching into more than 1,000,000!
• To explore opportunities to lower the risks of making mistakes during campaign building
• To prioritize the current problems
• To provide feasible solutions that are consistent with Marketing Cloud ecosystem
The core idea of Salesforce Journey Builder Assistant is a check mode for Journey Builder that enables marketers to check the mistakes in selected workflows to preview the experience flow for customers.
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The uncertainty and anticipation of the outcome add to the lack of confidence.
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Factors that affect a marketing campaign
The key to a successful marketing campaign lies not only on planning the right content, audience, and time but also maintains the consistency with brand mission and business values.
I deconstructed marketers' concerns in each stage of their workflow by conducting a user journey & experience map with each key interaction and pain-point defined.
We decided to focus on the stage build the journey in Journey Builder and before they activate the campaign.
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1. HMW:
How might we increase the marketers confidence?
We conducted a HMW session to explore the scope of potential solutions and came up open-ended proposals from five perspectives.
2.Brainstorm
We brainstormed more than 50+ ideas by sketching out the potential solutions under the five categories.
3.Prioritization Metrics
As we have several possible solutions after the brainstorm, due to the time limit and current available resources, we used prioritization metrics to help us decide and move forward with the most viable one.
In our ideation phase we conducted co-design session with marketer to verify our design direction. We presented our concepts and probed participants with questions to understand their thoughts and reasons.
The biggest takeaway was we get to know marketers are always worrying about the accuracy of their campaign process; thus they have to go back and forth to double check if the information is correct based on the content whenever they feel unsure about.
We came up with three options and decided to move with option 3 by considering each options' pro and cons.
❗ There could be multiple paths between the two messages, which makes the check process more complex for users
❗ Users will need extra time to make the judgement of their preferred path, customization does not make it productive
✅ Easier to choose a specific path based on user’s need
❗Too many clicks to complete one task
❗Risk of forming a complete flow is high, since the flow may not be ended with a message
✅ Only two clicks, a flow always starts and ends with a message
✅ Always specify one path, no variations
Based on feedback from the end user,
Even for a single message, its content is configured by multiple apps on Marketing Cloud, users need to check them all in one view.
Only modal window could provide enough space and enable more interactions to preview the messages.
Pain points addressed:
✅ Simplified the process for users to choose targeted path
✅ Minimized the efforts for users to complete their selection
Pain points addressed:
✅ Consolidated key configurations for marketing campaigns
Pain points addressed:
✅ Eliminate users concerns of compatibility for their content
Pain points addressed:
✅ Added feasible emotional design to give a sense of accomplishment for users
1. We found users didn’t find where the portals are during testing
2. We found new changes will help better align with our "intuitive" principle
3. It's feasible to achieve by following the design system guidance
1. We found users clicked the check button before they reviewed all content
2. Such changes could make the guidance for users to complete their checking task more clear
• Campaigns' KPI
• Errors report rate
• Check modal window retention rate
• Check button click rate
• Audience/Email Studio product adoption rate
Online collaboration
When everything goes online, communication plays a more important factor during online collaboration. One of my biggest takeaways as well as what I benefit the most from is upgrading my strategies, which entails more efforts on planning for both short-term and long-term goals. For example, making agendas ahead of meetings and making sure everyone is clear what they got moving forward were vital to guarantee working efficiency.
Let's touch base more
This not only helps me keep motivated by breaking down big goals into actionable steps but also helps the team visualize and manage the timeline on the product roadmap.
• Other status/scenarios of the view review modal(minimum view)
• Extreme cases during the usage of the modal window