Marketing Automation- SaaS

Aug 2019 - Nov 2019 | 5 Sprints
Project Overview
Ten-X is a company providing an end-to-end online transaction platform for people in the commercial real estate.  This project especially focuses on automating the  marketing automation process, enabling brokerage firms to make their own markets.
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My Contributions
I closely collaborated with 3 designers, 3 product managers, 1 UXR, 8 engineers as well as the external stakeholders to bring up solutions for this MVP.
I led the design of this project from early research, ideation, interaction to final visuals.

This is a 0 - 1 project built from scratch.

Challenge

Marketing campaign is a common method for sellers and brokers to accelerate the sale process, however, the traditional solution in commercial real estate with manual labors cannot meet today's needs anymore. How to automate the process so that users can have more control over the marketing process is one of the biggest challenge.

Solution

I would cover two main features of this project to illustrate how the new design support users' needs.

- A dashboard that helped users monitor the marketing performance
- The ability to select, customize and adjust plans on their own

Research

In order to scope and frame the problems, I began by conducting the user research to understand the pain points of the current way of doing the marketing.

Interviews

Persona

Competitive Analysis

Gather the initial requirements & get feedback
Facilitate communication
& Narrow down
Learn from other
competitors

Synthesize

The key insights gained from the research:

1. It's hard to track and check the real-time marketing performance
Brokers wanted to get more insights on whether the marketing is doing good or not, they also wanted to use it as a way to tell if it's the best offer.

2. Brokers have limited flexibility of choosing and adjusting marketing strategies
They wanted to have more control over what marketing strategies were used.

Goal

The goal was to enables users to have more control over the marketing process by providing the ability to track the performance and adjust marketing plans based on that.

Brainstorm

With the goal in mind, it's critical to decide what can truly be automated and how to achieve. We involved both internal and external stakeholders to brainstorm ideas and figure out how each piece was connected in this complex deal cycle.

Design Sprint

User Flow

Task Assignment

Brainstorm ideas &
features
Figure out how each piece connected
Split the project into
several pieces

Design & Test l

In order to enable users to track performance and manage marketing channels, we decided to build a monitor dashboard where brokers can have a central place to work on. I'd focus on the design of the dashboard as first part of the design.

Insights

Some insights gained from the research are listed below. Basically it's about taking more control over the what and how the marketing is doing.

"I'd like to know the performance of each marketing channels (Email, digital, print)."
"I wanted to know what the schedule plan is."
"I need the ability to adjust plans anytime."
Exploration

One of the biggest part of the dashboard design was the display of the marketing channels. I get started by proposing some initial ideas as the concept testing to figure out what information is the most desired one to users.

Below shows three ideas with different focus.
Left - Marketing material picture & Key metrics
Middle - Marketing material name & Timeline
Right - Marketing material name & one key metric

Testing & Design

I tested the ideas with five internal users who have the broker experience before. It was surprised to find that all the users said the marketing material picture was too small although they can view the full image by clicking the tile. I then figured that the marketing image was an essential way to let users and their clients to know how their money was spent.

Challenge
"How to display the marketing material so that users can get the performance data while seeing the complete image at the same time?"

There're more than 20 marketing materials in different sizes. After talking with engineers, we decided to use the 3 - column layout to display the marketing materials. The engineering effort would be the lowest since there'd be no cropping and resizing.

After deciding the display layout, the next thing was to see what's the best way to integrate the image and key performance metric together.

Iterations

Those are some iterations on how to combine the image and the metrics together.

Ideation

In order to enable users to keep track of the marketing process, another feature we'd like to build was the marketing timeline. Those are some initial ideas about the layout. While after filling in the real data, the design needs to be changed accordingly.

Iterations

Some major changes regarding how to display the marketing names.

Solution Highlights

How the design support the brokers needs?

Design & Test ll

The second part of the design would focus on the ability to enable users to select and customize the marketing strategies.

Challenge
How to let the users quickly understand what they will get in each plan?
Design Goal

My goal was to create a detail plan page that can help brokers quickly get what's included and what's the impact.

Synthesize

At the beginning, I was given a long list of marketing services from PM, that was really overwhelming. I started by synthesizing the items into features collaborating the marketing team.

By reading feature packages in progressive disclosure, users were more likely to grasp the gist on a high level before diving into detailed items.

Ideation

I regrouped the item list into 2 - 3 features after synthesizing. Then I came up with 2 ideas, they were similar in the layout, but different in ways of how to open it.

3 sketch ideas were created regarding how to present the features.

Testings

I did a quick concept testing with 5 internal users, and figured that the third one was more easier for users to digest by showing features into a story flow.

Iterations

You can see how I transform the marketing service from long list to interactive list, and finally to a story flow.

Design Solution

Scroll the Mac to view the full page

Other designs

To test our assumptions, we need to ask feedback frequently and make improvements constantly. Since this product was aiming to ship next year, I will show you some of the testings we did for the MVP prototype.

Evaluate & Results

To test our assumptions, we need to ask feedback frequently and make improvements constantly. Since this product was aiming to ship next year, I will show you some of the testings we did for the MVP prototype.

5
3
19

External participants

Metrics measured

Internal stakeholders

4 Brokers & 1 Seller
To test our assumptions
To get feedback from various functions
View/Hide evaluation  process

Learnings

The most valuable lesson learned:
- Deliver small and iterate fast! Involve stakeholders early and often.

Another important learning is about the design system:
- Early panning and documentation are key to the successful collaboration.

Below shows the check list we used for the design system:

--- Next Project ---

01. Search Experience

02. Asset Onboarding

03. Leads Management

04. Emergency Help App

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