Project Lead: Experience Strategy and Design
After acquiring a competitor, my team and I conducted an analysis between our two CRM tools with a goal of designing a consolidated campaign experience that reflected the healthcare marketing funnel.
To create this new experience, we needed to understand how marketers plan and execute their campaigns.
We interviewed 15 hospital marketers with the goal of understanding their campaign process. We wanted to know how they researched, built, and reported on campaigns and the relationship between marketing tactics and channels.
From those interviews, we were able to map out their process and understand the marketing nomenclature.
After defining a typical marketer's process, we developed two campaign structure concepts. Option One kept all the elements the marketer needs under the parent of the campaign. Option Two associated the elements under a specific tactic. We tested the concepts with 5 users and 3 potential clients.
Most participants preferred Option Two. When asked how well the process matched how they execute their campaigns the average score 4.125 out of 5.
With the preliminary research and an audit of the existing page complete, the team was able to brainstorm concepts.
We added the 'tactics page' to the sub navigation to reflect the new structure. This allowed users to access all tactics and associated audiences and tracking and understand the architecture of a campaign.
We used dynamic cards to represent tactics. The card design focused on guiding the user to relevant information and actions per specific channel.
From user feedback, we learned campaigns can have up to 50 tactics so collapse functionality was added so users could easily scan the page.
We tested the design with 5 users. When asked how well the design supported how they built their marketing campaigns the average score was 4.5 out of 5.
