old-Oracle Responsys Campaign

Opportunity

The goal of the next generation of Oracle Campaign Designer was to simplify and expedite the process of sending personalized marketing campaigns. At the same time, we aimed to design a solution that would scale across all the channels - Email, In-App, Push and SMS.

Process

Research and findings

The users of the Oracle Campaign Designer are campaign specialists and email producers. They build and launch marketing campaigns using this product.

Many user research sessions were conducted with various campaign specialists and email producers with different technical levels. In these, I set out to identify usage patterns, pain points and <….>

During the user research sessions, the following pain points that were identified:

Inability to easily jump from step to step in a non-linear process
Too much unnecessary information was displayed
Lack of message preview

Solution

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

Simplified workflow and easy-to-follow interface by using fewer panels than previous versions and exposing the required settings.
Message center panel, where campaign specialists create and edit the message, edit the data sources, and view a summary of the message configurations. It is through this panel that Email Message Designer is accessed.

Sending an email was simplified by categorizing it into three easy steps. Exposing only the required settings needed to launch an email, allows the campaign specialist to quickly and effectively set up a campaign.

Results

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

There was a 20% average time savings for campaign creation.

Classic campaign

The previous version, Classic Campaign, forced users to save in order to navigate. There were too many settings exposed, the majority of these are used by advanced users.

These were the main factors that slowed down Campaign Specialist who often skipped between sections while creating a campaign.