A 0-1 vision project to rethink how marketers use Cheetah Digital's current suite of apps and what new features might be of value.
Redesign how users interact with their various marketing activities in the Cheetah Digital Marketing Suite by helping users focus on high priority tasks, but also how these fit into larger strategies. Give users insights into marketing campaigns and analytics across various applications within the platform so they can analyze data and take meaningful and timely action.
Senior Designer
(worked with two other UX designers, a UX Researcher, as well as stakeholders from product and the C-suite)
1 year
Figma
We provides a dynamic work alignment for being be the best organization in a hassle-free environment to work It increases the count and quality of visitors to a website by improving grade in the algorithmic search results.
Printer took a galley of type and scrambled it to type specimen book. It has survived .
Competitive analysis is a key aspect when in the beginning stages of an SEO campaign. Far too often, I see organizations skip this important step and get right into keyword mapping, optimizing content, or link building.
We split up to create our own low-fidelity concepts to generate as many unique ideas as possible and disregarded.
Be at the top of google page search by its powerful and incredible Search Engine Optimization technique
Know about your company level in market with a perfect & precise market monitoring the system which is deal with social media strategy.
To reduce frustration and increase discoverability of new features we knew we needed to address deeply rooted issues like our complex and multi-leveled IA by flattening and simplifying it. When talking with users it was clear they thought about their marketing campaigns as 3 distinct areas in Audiences, Messages, and Operations so we started there.
Our users tended to fall into one of two groups: strategic vs execution.
Our strategic users (think CMO or director) came in the system periodically and largely looked at campaign or strategy wide analytics and overall system health. They rarely took many actions in the system as they would leave this to marketing managers.
Our more execution oriented people would be the marketing managers, marketing associates, developers, etc. who were the ones building the messages, creating the journeys, monitoring the daily results, and putting together reports to then either push up to the strategic users or use as learnings themselves to make changes or improvements for the next campaign.
Our objective was to gain insight into how participants understand and monitor marketing efforts at a high-level, manage multiple touchpoints, how they would automate these efforts, and what kind of value would it be to templatize these workflows. We talked to 3 users in moderated sessions that well represented the different roles/personas that would be impacted by this work.
“Data is everything.”
“A system is only as good as its ability to be executed.”
“If automated list cleansing could be achieved via suppression, that would be great.”
“Wringing our hands constantly about frequency.”
“Protecting our deliverability is very important."
“Waterfalls give us tremendous flexibility and allow us to drag and drop priority.”
Among all the participants there is a genuine enthusiasm and eagerness for a “bird’s eye view” of their marketing efforts: what is running, what has run, etc. In addition, there are several areas where they would like support for the capability perform batch actions, i.e. scheduling multiple triggers at one time, removing/updating data records, updating dynamic messaging across all members of an audience, and storing multiple criteria for use across any given campaign(s).
We knew we needed to start figuring out how to reconfigure our IA to better match our users' mental model on how they planned and executed marketing campaigns. So we started by creating a dashboard that then allowed you to easily access apps for messaging, audiences, and operations. Secondly, we needed to start to define what some of the primary workflows would be when moving between these different areas.
After reaching consensus as a design team and with our stakeholders we started on wireframes. These varied in fidelity but helped us start to flesh out the various use cases and start figuring out gaps about how users moved inbetween different levels of execution and strategy on any given campaign.
This was our initial pass at a new dashboard experience for marketers. It was important to have all of the necessary navigation for users to really get to anywhere in our suite from this screen while strongly prioritizing things like recent objects or customizable app shortcuts.
The following are screens for managing audience segments, compositions (campaigns), and some visualizations for campaign goals. You'll see the 2:1 ratio reused here. There is also a high emphasis on reused components and layouts when it comes to actions, selection, insights, etc.
Below are designs for our Campaign Planning / User Journey application. A frequent point of feedback from users when using customer journey applications was that they didn't always know what to do or how to get started. We wanted to alleviate those concerns by having templates that were clear and descriptive for users to help boost their confidence. Ideally these would also require minimal rework and further definition by users allowing them to activate journeys more quickly.
Competitive analysis is a key aspect when in the beginning stages of an SEO campaign. Far too often, I see organizations skip this important step and get right into keyword mapping, optimizing content, or link building.
We split up to create our own low-fidelity concepts to generate as many unique ideas as possible and disregarded.
Be at the top of google page search by its powerful and incredible Search Engine Optimization technique
Know about your company level in market with a perfect & precise market monitoring the system which is deal with social media strategy.
Since this was more of a vision project a lot of this work never made it to production but there were many areas that we carved out as starting points to redesign strategic areas of the Marketing Suite. I think this was certainly a learning experience in working with stakeholders at multiple levels, managing expectations, and adapting to changing requirements (or lack thereof entirely). Ultimately I really enjoyed being able to work on something that was kind of blue sky but still anchored by real world use cases and personas and working to bring pieces and features into the Marketing Suite over time.