Revinate Marketing:
Campaign Creation Flow Revamp
Overview
The goal is to improve the campaign creation flow experience, so hoteliers can create email campaigns smoothly. As the lead designer, I supported the project from ideation to implementation.
The campaign creation flow is one of the major features within the Revinate Marketing app — a web application to help hotels drive revenue and build better relationships with guests through Email Marketing.
Intended User:
Email Marketing Specialist and Hotel General Manager
Status:
Shipped in April 2019
My Role:
Lead product designer
Problems
Unscalable Product
Customer support was heavily required to assist users complete in-app tasks due to poor usability.
Inexperienced Users
The average hotel industry personnel is not tech-savvy nor experienced in email marketing. The campaign creation flow needs to be simple and straight forward - even for general managers.
Inconsistent UI
Lack of information hierarchy and inconsistency of verbiage created user confusions. It was also designed with Revinate old style guidelines that are not aligned with our current brand.
Old campaign creation flow
Process
The email campaign creation experience usually consists of three main steps: campaign creation, content validation, and email delivery. It is important to make sure the product assists users along the journey.
In-depth investigation of the old product was conducted to map out the optimal user flow. The user flow was then discussed with the team to determine what is feasible.
Once the main flows were fleshed out, higher fidelity mockups were created to conduct user testing.
Invison was used for user testing, it allowed for the observation of how users complete critical tasks. The testing insights are collected to drive the following design iterations.
Final Flows
Campaign Creation
Set up email campaign details and build email contents.
Content Validation
Validate campaign details with hotel departments through campaign sharing.
Email Delivery
Deliver the campaign to select audience segment and time.
What did I learn?
I learned how to break design concepts into bite-size pieces due to limited dev resources. Even though it requires more design effort, we were able to meet business goals and allow existing end-users to adopt the new interface gradually.
