UX strategy and product vision
Mobile Engagement
Introduction
This project outlines my holistic UX strategy and approach towards establishing a product vision and working with a team to reach that goal. See below for HOW we approached the product design process and WHAT we built.
User Persona and Primary Goals
The user persona for this product is a marketer, and their goal is to identify the best audience to engage in order to create high-performing marketing campaigns.
The User Problem:
Users face repetition when creating mobile marketing campaigns (think a separate campaign for iOS and Android apps), and also have many disparate tools for their multi-channel marketing needs. Marketers need an intelligent and efficient tool to create mobile marketing campaigns, so that they could optimally reach their target audience.
How might we...
help marketers consolidate their tools so that they could optimally target their audiences with the right channels and at the right times?
Client
Upland Software
Date
2020-2021
Services
UX Strategy & Planning, Design System, Prototypes & Mockups, Design Thinking, Product Design
My process
Learn how I approached the design process: Discovery and Understanding, Design & Iteration, Definition, Design & Develop.
Discover & Understand
Identify user and business problems
User Research
I worked with a UX researcher to create a generative research program to build a holistic understanding of the primary User Persona. By conducting a series of user interviews and distributing a mass survey to our customer base, we gathered both qualitative and quantitative data to generate objective user personas, that would inform our hypotheses of the problem space.
Design Sprint Workshop
I led a multi-day design sprint workshop to gather leaders from cross-functional groups to align on the user's biggest challenges. By identifying and agreeing upon a common set of challenges and "how might we solutions", we prioritized what solutions we wanted to test after the sprint, based on common business goals. Common feedback from department leaders was that, "this should have been done years ago, to clarify what the product vision is".
Design Sprint in action
Design & Iteration
Explore solutions and test with users
I designed low and mid-fidelity mockups and conducted a series of user tests. The primary goal were to test and validate the product vision: would users benefit from an intelligent multi-channel campaign builder tool? The answer was YES. After the series of user tests, the data was synthesized and summarized and communicated across the organization, and used to inform future iterations.
What did we test?
We tested the big and the small. But mostly, we wanted to validate some of the biggest and innovative concepts. Examples are channel recommendation and intelligent delivery.
Channel recommendation
What if the tool could recommend the best channels for your campaign, based on your target audience and goals?
Intelligent Delivery
If users are reachable through multiple channels, what if the tool could determine WHEN and WHERE they SHOULD be reached based on the engagement goals.
"This prototype really reflects my philosophy of a marketing tool. I don't think you should start building a campaign by choosing your channel first, let the tool decide for you based on your goals..."
Customer
Definition
Define the points of views we can construct based on the user and business problems
Define the Northstar
Based on our understanding of the user problems, business goals, and market space, we defined a a long-term vision: building an integrated tool where marketers could reach their audience through multiple channels, reducing the time and resources of managing multiple tools.
Define the MVP
The long-term vision was huge. So, as a Product team we defined an MVP and the key workflow that would enable a User to build an App Push or Text campaign (the most widely used Products). Below are consecutive screens that represent that key workflow.
Login
Landing Homepage
Dashboard allowing quick access to recently created activities and hero metrics on campaign health activities.
Campaign Management Page
Users can manage all their on-going campaigns, create new ones, and gather quick data and metrics.
Campaign Builder workflow
Fill out campaign details and determine why you want to build this campaign with a goal.
Select who your target audience is
Connect with your audience where they are reachable
Determine when to engage with your audience
Build what App Push message and creative content you want your audience to see
Review your campaign before activating it.
Develop & Build
Below are samples design documentation as part of the designer to engineer handoff.
Concept Map
Considering the complex architecture of the product(s), I worked with engineers and product managers to visualize how all the user's main actions (and its components) are interconnected and their relationships, to help define a build a scalable and re-usable design model.
Information Architecture
As part of building a holistic systems design, I worked with engineers and PM to define the main navigation elements and its structure relative to a users primary workflows and their mental model. We then identified which part of the platform to focus building on first.
