Marketing SAAS Platform
The redesign of the Marketing SaaS platform was aimed at improving the user experience for marketers managing campaigns across multiple channels. By conducting extensive user research and collaborating with cross-functional teams, we created a streamlined interface that simplified campaign management, reporting, and data analysis. The new design enhanced usability, reduced friction, and helped marketers focus on optimizing their campaigns, ultimately driving better results and improving user satisfaction across the platform.
Lead UX Designer
Aug 2018- Oct 2018
Background
As the Senior UX Designer on this project, I was tasked with revamping an internal tool used by marketing planners to set up client plans and manage freelance tasks. The existing tool had become cumbersome, leading to inefficiencies and workarounds that limited productivity. My goal was to create a streamlined, intuitive solution that better aligned with both the planners' daily workflows and the broader business objectives of the organization.
Discovery and Key Insights
To gain a comprehensive understanding of the challenges, I conducted in-depth workshops with two key stakeholder groups: board members and marketing planners. Meeting with board members first allowed me to identify the strategic business needs and overarching goals they envisioned for the tool. It also revealed some critical assumptions about the tool’s usage.
Next, I engaged with the marketing planners themselves to understand how they actually used the tool and the pain points they experienced. Through these sessions, it became clear that a significant disconnect existed between the two groups. While board members believed the tool supported planners’ workflows, the planners themselves faced numerous barriers. They often resorted to third-party tools and created workarounds to complete tasks the tool was supposed to facilitate. This disconnect signaled a need to realign the tool’s design with the planners' real-world processes.
Design Approach
Armed with insights from both perspectives, I began reimagining the platform to bridge this gap. The redesign focused on:
- Streamlining Key Workflows: By mapping the planners’ day-to-day tasks and eliminating redundant steps, we simplified the process, enabling planners to complete their work more efficiently.
- Reducing Complexity: A significant element of the existing tool’s issues stemmed from “experience rot,” where features that were once useful became outdated or overly complex. By refining the tool to focus only on essential functions, we reduced unnecessary cognitive load and improved usability.
- Enhancing Communication: Clearer, more user-friendly interfaces and functionalities allowed marketing planners to easily share their progress with management, facilitating better alignment across teams.
Outcome
The revamped tool led to measurable improvements in productivity and satisfaction among marketing planners. By providing a platform that better aligned with their needs, we reduced reliance on external tools, allowing planners to operate within a unified system. Additionally, management saw a clearer, more accurate view of planners’ activities, bridging the initial disconnect between strategic objectives and on-the-ground workflows.