MAROPOST

About Maropost

Maropost is a marketing automation SaaS platform that enables marketers to reach out to their customers through campaigns (Email, SMS, Push, Social Media) and further sell their products online through a Maropost for Commerce SaaS platform.

The Challenge

The challenge is to be able to create a platform that the marketers can leverage to not just connect with their audience but to also understand what triggers their engagement with the brand. With the absence of platforms that provide for all needs of the digital marketers of today, it becomes important to create a cohesive, all inclusive platform that they can use on any device to create campaigns at any time of the day while seeing their brand revenue multiply because of data driven marketing decisions.

Objective

To create a one-stop shop responsive, SaaS platform that empowers small and mid-market marketers and enables them to become the best at what they do -

• Create right segments of their customers

• Understand customer behaviour through 360 view of customer profile

• Create targeted campaigns based on customer activity

• Connect with customers though email, SMS, push and social media campaigns

• Track efficiency of campaigns by getting reliable insights into send, open, click and deliverability rates

• Get insightful dashboard view of campaign and brand performance and revenue

• Sell products through e-commerce functionality
  

Targeted Customer Base

Small Market Business

Mid-Market Business

My Role

Customer Research

To start with the process of research we reached to to existing and potential clients to recruit them as participants for the purpose of understanding their needs from a marketing automation platform and validating the design direction that we decide to take. The Qualitative and Quantitative Research techniques utilized included the following:

• Phone Interviews

• Focus Group Discussions

• Surveys

  In addition to the information obtained from these techniques, feedback about the existing platform left by existing clients was taken into account to identify the pain points, needs and expectations of a digital marketer.

Brainstorming and Affinity Mapping

Based on the information collected through research brainstorming sessions were held to list down the current capabilities of the platform. Missing capabilities were identified based on which new features and functionalities that should be a part of the rebranded platform were mapped out. Everything was then organized into groups based on their relationship with each other.

Proposed Information Architecture

Plan for UX/UI Refresh

Navigation / Notification

Re-designing the navigation structure and notification window based on design best practices and industry standards.
(Designs included below)

Dashboard

Re-designing the dashboard based on research and design best practices to cater to marketer’s needs and help them perform better at their job.

Email Campaign

Re-designing email campaign creation flow to help marketers create, schedule and send campaigns in a streamlined and intuitive manner.

Contact Overview

Create Contact Overview page to help marketers understand how individual customers engage with their brand and interact with their campaigns.

Image Library

Re-design the Image Library feature to help digital marketers and email content creators easily access images from the library.

Navigation - BEFORE

Navigation - AFTER (Wireframes)

Navigation - AFTER (High Fidelity)

Notifications - BEFORE

Notifications - AFTER (High Fidelity)

Usability Testing and Design Validation

In order to validate the designs created and to ensure that our direction was inline with the product vision and customer expectations, internal stakeholder design analysis sessions and user testing sessions were organized. Remote Moderated Usability Testing sessions were arranged for our participants in which they were given control of a working prototype created on InVision. With the help of a script, they were asked to perform tasks such as add widgets to dashboard, find a customer in their database using global search functionality and were asked to think aloud while performing them. Their reactions and thoughts were noted down.

The sessions were performed remotely through video conferencing tool Zoom. The feedback obtained through these sessions was helpful in validating our designs and cover any loopholes identified.