Oracle Responsys Campaign

Opportunity

The goal of the next generation of Oracle's Campaign Designer was to simplify and expedite the process of creating, personalizing, scheduling, and launching marketing campaigns. At the same time, we strove to design a solution that would scale across all channels - Email, In-App, Push, and SMS. Equally important, we needed to design a solution that gave sales representatives a clear way to demo and sell our solution.

Research & Findings

The UX and Product teams ran UX summits regularly with various teams within the organization. The common message we heard was that setting up a campaign using Workbook was too complicated for novice users (a significant portion of campaign specialists and email producers were new to the Oracle Marketing Cloud). The same message was echoed by our sales representatives, who were struggling to demo and sell our offering.

After evaluating the existing campaign creation product, I identified the following problem areas:

1. There was lack of guidance for novice users

2. There were too many advanced settings exposed which cluttered the interface and negatively impacted the learning curve

3. There was an over-reliance on technical jargon confusing the average user

All three problems greatly impacted the Campaign specialists and email producer’s productivity.

Design objectives

After analyzing the data gathered in our research, I arrived at the following design objectives:

1. Improve productivity

2. Provide more guidance

3. Unify the Responsys platform’s offerings to create a more integrated solution

Iterations

Improve productivity

Improving productivity was achieved by introducing templates. This time-saving feature allowed marketers to create reusable campaigns.

Another important step I took, was to identify the minimum number of required steps and only present those in the UI, in sequential order.

Finally, I reevaluated all the settings presented to the campaign specialist and determined which ones were required and which were advanced settings.

Provide more guidance

Enhanced guidance was achieved by minimizing the technical jargon instead, using more marketing terms as well as a conversational tone.

Unify the Responsys platform

A big goal of mine was to find ways to integrate all the platform offerings. In this case, I opted to leverage campaign metrics on launched campaigns so marketers can make adjustments on the fly without having to pull performance reports. 

Solution

In the final solution, the placement of the settings served as guidance for sequential guidance – top to bottom and left to right. Given that the message is the most important aspect of a campaign, it was placed in the most prominent place.

In addition to separating required settings from advanced settings, I took this opportunity to improve the IA and the behavior of the forms. Forms were modernized by pre-populating the fields with the information obtained in the account settings information as well as moving to a search model instead of a browse model.

Finally, instructions were re-written using a conversational tone that were easy to understand and follow.

Results

There was an average time savings of 50% in creating campaigns using Simplified Campaign.