CONTACT OVERVIEW
Summary - Contact Overview Page
A digital marketer creates campaigns that are sent to targeted audience categorized in lists and segments. These lists and segments are created based on individual customer behaviour and the way they interact with the brand. A customer overview page is a personalized page that provides individual customer details, data points and metrics. Some of these metrics include:
Ideal response time
Revenue they brought to the brand
Campaigns the customer has been sent
Recent purchases
Problem Statement
Maropost offers a Customer Details page that only allows users to enter customer details and save them. The offering is solely information driven and does not provide any action driven metrics and data points that can help a digital marketer understand the customer’s behaviour.
Design Process
Understanding the Users
Who are they?
Digital Marketers
What do they want?
Having a customer overview page allows the digital marketer an opportunity to dive deep into understanding what triggers their customers behaviour, what makes them tick and what engages them with the brand. As a digital marketer if you know why customers buy a product or service, it's easier to match their needs to the benefits your business can offer. Also, an understanding of your audience at a granular level ensures that informed decisions regarding marketing strategies can be taken at a higher level.
Digital marketers need to be able to understand their end customers, their behaviour and motivations to make informed decisions and send out campaigns that can drive customer engagement. From understanding what time a customer clicks on an email to what products they are most interested in buying, understanding customer behaviour is critical to successful digital marketing campaign.
Research Phase
Generative Research
Generative research was performed in using qualitative and quantitative methods to develop a deeper understanding of the needs, expectations, frustrations and goals of the user with “Contact Overview” feature capabilities being offered within Maropost.
Identifying the Right Research Participants for Qualitative Research
Gainsight PX, a customer success evaluation tool, was used to shortlist users who visited Contact Overview page in over a period of last 3 months. A pool of 10 participants was created that contained a mix of users who had most and least frequently visited the page. The identified participants were invited for one-on-one interview sessions were their experience with the current offering was discussed and open ended questions were asked to understand how this page can help them become better digital marketers.
Quantitative Research
Quantitative research in the form of surveys was conducted to be sent to a pool of 75 users that are a part of Maropost Research Pool. Questions in the survey were asked to quantify the findings uncovered during qualitative research and also to uncover new insights.
Examples of questions asked include:
Research Findings
Qualitative and Quantitative User Research was conducted to identify displaying what metrics would make the most sense to a marketer and help them understand their customer base better. User Interviews were held to collect qualitative data around the data points required to make a customer overview page more meaningful and action driven post which the synthesized findings were quantified through a survey. Some of the metrics that were identified by the users as most meaningful include:
Total Revenue
Ideal Response Time
Response Rate
Total Orders Placed
Email Campaigns & Journeys sent to customer
Customer Lists
Customer Tags
User Persona
Design Phase - Concept & Solution
Proposal
The proposal for the design of Contact Overview is to create a page from which a marketer can take information and become better at what they do. This can be achieved by designing a page that doesn’t just provide information but also drives action.
Contact Overview - BEFORE
Contact Overview - AFTER (Wireframe)
Contact Overview - AFTER (High Fidelity)
Phase 2
Phase 2
Constraints
Though the solution proposal offers digital marketers an insight into the buying behaviour of their customers, the availability of data is subject to the digital marketer syncing their e-commerce platform with Maropost.
Assumptions
Digital marketers have work in a time sensitive environment where they want quick insights to drive meaningful and impactful decisions. They need correct information that is driven by data, as quickly as possible without having to spend too much time on the page.
Usability Testing
Remote Moderated Usability Testing
5 users were invited to participate in remote moderated usability testing session that helped validate the solution proposal and ensure that the re-designed feature with added functionality was easy to understand and work with and that it offered them the information they need to make informed decisions.
Impact
There was a 47.2% increase in the adoption rate of the feature. (Source: Gainsight PX)
There was an increase in the deliverability, open and click rate of businesses that used Contact Overview as their decision driver. (Source: Maropost Analytics)