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Design Sprint - Online marketing campaign planning
Project Type
Design Sprint
Role
Product (UX/UI) Designer
Company
Stagelink
Designing a tool for creating, launching, and reporting on marketing campaigns, intended for both new and existing Stagelink customers.
Design Sprint Details
Method:
Design sprint was the perfect method to solve the challenge because:
• The team had difficulty prioritizing between various business opportunities and customer demands
• The problem required a cross-functional team to solve it
• The failure of a potential solution would have had a high impacts
Team size:
10 participants (including the product owner and decision-maker, customer support representatives, customer acquisition representatives, and engineering team representatives
My role:
UX/UI Designer and Sprint Facilitator
Deliverables:
• Design sprint documentation
• Finished hi-fi prototype
• Usability tests with Stagelink customers
Design sprint was the perfect method to solve the challenge because:
• The team had difficulty prioritizing between various business opportunities and customer demands
• The problem required a cross-functional team to solve it
• The failure of a potential solution would have had a high impacts
Team size:
10 participants (including the product owner and decision-maker, customer support representatives, customer acquisition representatives, and engineering team representatives
My role:
UX/UI Designer and Sprint Facilitator
Deliverables:
• Design sprint documentation
• Finished hi-fi prototype
• Usability tests with Stagelink customers
HMWs session
During voting, the team chose to neglect campaigns with small budgets and strengthen their capabilities in managing complex campaigns with medium-large budgets. Those campaigns would require budget phases planning and additional information about targets compared to the existing product.
User journey map
While creating a user journey map, the team discovered that campaign launch time (one of the HMWs to focus on) was longer than expected. Stopovers that affect campaign launch time were out of this design sprint scope. The decision-maker faced the challenge of increasing the scope of the current design sprint, changing the focus, or improving the experience in the current scope.
After the discussion with the engineering team, the decision-maker chose to continue with the current scope and plan another project to solve the issues we discovered.
After the discussion with the engineering team, the decision-maker chose to continue with the current scope and plan another project to solve the issues we discovered.
Ideation and sketching
The team generated new ideas for a product:
• Recommend a customer an optimal budget for a campaign;
• Showed expected performance of a newly created marketing campaign based on the data available;
• The team also focused on the visual implementation of existing ideas: tooltips, providing examples, different ways of showing marketing metrics.
• Recommend a customer an optimal budget for a campaign;
• Showed expected performance of a newly created marketing campaign based on the data available;
• The team also focused on the visual implementation of existing ideas: tooltips, providing examples, different ways of showing marketing metrics.
Prototyping - Campaign creation
We have created a storyboard based on the team sketches in a smaller group (product manager, developer, and me).
After a round of discussion, the sprint team votes, and development constraints, we have produced a solution that allows users to create a campaign based on Stagelink considering recommendations. The main idea was that Stagelink helps a user define a budget, recommends a budget allocation, and shows the expected performance of the campaign.
After a round of discussion, the sprint team votes, and development constraints, we have produced a solution that allows users to create a campaign based on Stagelink considering recommendations. The main idea was that Stagelink helps a user define a budget, recommends a budget allocation, and shows the expected performance of the campaign.
Online campaign reporting tool
Identified key parameters to show users so that they can evaluate the performance of their online marketing campaigns and establish their definition
User tests
Based on user test results, we have decided to split the campaign planning and campaign creation process but cross-link them when necessary.
Other feedback we have applied separately to each of these user-flows.
We've also discovered a business opportunity, extra functionality to meet our customer needs.
Other feedback we have applied separately to each of these user-flows.
We've also discovered a business opportunity, extra functionality to meet our customer needs.
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