Responsys Campaign Workbook

 
 

Opportunity

At Responsys, we set out to give Marketers and Campaign Specialists & Email Producers a new campaign creation product, centered on configuration that provides flexible workflows and collaborations with a 360-degree view of the campaign.

Research & Findings

As the lead interaction designer of Campaign Workbook, I evaluated the previous product offering, Classic Campaign. I also sought out to gain a better understanding of how campaigns were built, identify usage patterns, and detail pain points on the current offering through a series of user research initiatives.

The data gathered came from focus groups with internal and external users, one-on-one interviews, and shadowing sessions with Campaign Specialists.

The two main insights we learned were:

  1. Setting up a campaign is not a linear process. The requirements and essential files become available at different times and in different formats

  2. Setting up a campaign is a multi-day task

For users, the main pain points with the current offering were its wizard type of interface and its save model.

  1. The lack of high-level exposure of the current campaign configuration forced users to navigate to the specific settings

  2. The need to navigate directly into a specific setting at a given time was not possible in a wizard

  3. Saving in order to navigate made this workflow susceptible to errors

Previous version, Classic Campaign

Design objectives

  1. Expose the current campaign configurations at a glance

  2. Provide easy access to all the campaign settings

  3. Emphasize the marketing message and its settings

  4. Provide a clear way to connect platform objects

  5. Reduce human errors through flexible workflows for smoother collaboration

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Solution

The main improvement in the new product was to lay out all the campaign settings in logical groups based on priority. This made each setting easy to discover. and gave marketers a 360-degree view of the campaign.

The message is the most important element of a marketing campaign. I made sure it was placed at the forefront of the layout and gave it the importance it deserves.

Settings configuration is easy to access. Isolating each setting, allowed Campaign Specialists & Email Producers to focus on configuring a specific setting at a time. As a result, there was a reduction in human errors during the campaign creating and peer review phases. 

 

Workbook's "Printable View" is a low-cost solution that solved a much-needed problem. This downloadable document can be printed or shared to help marketers verify all settings are configured correctly in order to minimize errors.

 
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Results

  • Surfacing the settings and the configurations resulted in a 20% average time savings and 60% fewer clicks from the classic campaign

  • Workbook encouraged smoother collaboration between contributors

  • Providing easy access to other products of the Responsys platform, like Program, lessened duplication of efforts and resulted in easier overall object management

  • Workbook’s design became the standard for campaign creation workflow for all the channels the platform supports

Testimonials

“We’ve been using Workbook for over a year now, and we love the efficiency of it. Setting up dynamic content and rules is much easier, and we are able to do it ourselves through the interface without having to involve developers/extra resources.” – Email Operations Manager