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.

Research & Findings

As the lead designer of Campaign Designer, I evaluated the previous product offering, Classic Campaign. I accomplished this by identifying who created the campaigns and running user research sessions to gain more insights on usage patterns, pain points and missed opportunities. Many of these sessions were conducted with various campaign specialists and email producers, the people who assemble campaigns.

An interesting finding was that a significant portion of campaign specialists and email producers were new to the Oracle Marketing Cloud. We also learned that the most frequent struggles experienced by the users were:

  1. There were too many advanced settings cluttering the interface and negatively impacting the learning curve

  2. A wizard type of interface did not support a non-linear process

  3. An over-reliance on technical terms confused the average user

Previous version, Classic Campaign

Design objectives

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

  1. Minimize the required steps to create a campaign by reevaluating the settings presented to the campaign specialist

  2. Reduce human error by implementing auto-save capabilities

  3. Rework the user guidance to incorporate more marketing terminology and improve specificity

Iterations

While I was addressing the design objectives, I experimented with levering the data and metrics available in the platform to provide relevant information to the users.

High fidelity wireframe focusing on grouping related objects into logical sequences, minimizing the number of steps.

High fidelity wireframe focusing on ways to modernize forms by moving towards a search model rather than a browse model.

I played with the idea of leveraging the data to visualize the campaign's projected performance as targeting criteria were selected.

High fidelity wireframe experimenting on presenting campaign performance metrics of active campaigns.

Solution

Creating, personalizing, scheduling and launching an email was simplified by:

  1. Reducing the end-to-end campaign creation process to four clear steps

  2. Exposing only required settings in the forms

  3. Simplifying the product’s overall tone, making it more conversational

The new design’s features of the Campaign Designer are as follows:

  1. Simplified workflow, an easy-to-follow interface with fewer panels the expose only required settings

  2. Message center panel, the area where campaign specialists create and edit the message, data sources, and view a summary of the message configurations. It is through this panel that the Email Message Designer is accessed

Final mock showing the four steps needed to successfully create, schedule and launch a campaign.

Final mock showing a form exposing only the required fields.

Final mock summarizing the campaign’s configured settings, using a friendlier language.

Results

  • The new design, minimized human error, thus lowering QA and peer review times

  • There was a 50% time-saving in creating and personalizing messages