the Campaign Manager story
2011 IMI Mobile approached to redesign a product called “DaVinci Campaign Manager�
“DaVinci Campaign Manager� is a product used by telecom operators themselves and also provide it as a service to their customers to create, manage, monitor and gain insight of voice, text, and email marketing campaigns.
pain-points
1
Diversity of very complex to very simple processes that the product is used for
2
Diversity of user roles using the product
3
Unclear mental model amongst users and even developers
4
Uncontrolled and unorganized development efforts
5
Loss of clients due to the bad user experience
6
Lack of one single person who understood the product completely
7
Too many steps (at times undoable) for some tasks
8
Lack of overview during compels tasks
1
In a short time understand the entire product including the target users and tasks
2
Engage the key stakeholders in the process
3
Showing results quickly to get buy in from senior management to continue the project
4
Designing an experience with a simple mental model but allows complex tasks to be performed
5
Allowing new users to easily learn complex processes
challenges
stage 1: understanding and insight
1
Session with key stakeholders explaining UXD as a process, explaining the process that we will go through, their roles, understanding their expectations and constraints, and finally some rough time expectations
2
Sessions with key stakeholders charting the existing product to understand the product from a cumulative perspective. Took this opportunity to brainstorm as well
3
Sessions to identifying and going through the key tasks of the product in details with the product manager and developer
4
Quick user testing key tasks (in the presence of developer and product manager) with 5 users with different roles and gain insight
a mountain of screens and flows
current product review
their understanding of the product
group perception session
stage 2: discovery, scope and goals
1
Looked at some competitor products and how the existing product is being used at client sites and the difficulties they are facing
2
From all the sessions, user tests, and business objectives, defined the key goals and scope of the project keeping in mind long and short term in collaboration of the product manager
reorganizing the pieces
group brainstorming session
key strategy considerations
1
Better and clearer mental model
2
More aesthetically pleasing
3
Always provide context
4
More forgiveness and lesser perceived step
5
More responsive
6
7
Hide what is not needed for a certain user in a certain context Include personalization for users as well as customers
1
2
stage 3: interaction design
Starting with the overall mental model and information architecture Moved first to more complex processes and either simplifying them or making the process understandable
3
Each major tasks were taken and several iterations of wire framing was done
4
At key points, other major stakeholders, developers and users were also involved to get feedback
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Simple Promotion
Description
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ID
123456
Campaign Calendar: My Calendar
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Validity: 4th April – 20th April Find a calendar
Type:
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Type calendar name
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Name
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Calendar 1
25/12/2011
Rajib
04/04/2011
04/05/2011
16
Week days
Month days
Start
MO, WE, FR
1st to 31st st
End
Actual days
9:00 AM
6:00 PM
16 days
st
Calendar 2
25/12/2011
Rajib
04/04/2011
04/05/2011
16
MO, WE, FR
1 to 31
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6:00 PM
16 days
Calendar 3
25/12/2011
Rajib
04/04/2011
04/05/2011
16
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9:00 AM
6:00 PM
16 days
Calendar 4
25/12/2011
Rajib
04/04/2011
04/05/2011
16
Calendar 5
25/12/2011
Rajib
04/04/2011
04/05/2011
16
Calendar 6
25/12/2011
Rajib
04/04/2011
04/05/2011
16
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Rajib
04/04/2011
04/05/2011
16
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9:00 AM
6:00 PM
16 days
Calendar 2: Summary
MO, WE, FR
1st to 31st
9:00 AM
6:00 PM
16 days
MO, WE, FR
1st to 31st
9:00 AM
6:00 PM
16 days
Type:
Summary
Simple Promotion
Campaign Name: SMS_123456
Status: Draft
Basics
Campaign Calendar: Not defined
Actions: Save as draft | Save and activate | Discard |
Type: Multichannel – SMS, OBD, Email ID: 123456 Group: None Name: Multichannel_123456 Purpose: Upsell Run: 1 time(s) Cost center: Undefined
Target Base Message – To user
Calendar 3: Summary Calendar 4: Summary
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Type: Multichannel – SMS, OBD, Email ID: 123456 Group: None Name: Multichannel_123456 Purpose: Upsell Run: 1 time(s) Cost center: Undefined
Target Base
SMS
Message – To user Preview
Calendar 5: Summary Cancel
Type:
Campaign Name: SMS_123456
Preview
More calendars... Create new calendar... Message – Trigger option from user Response – Based on trigger
Create new calendar Name 2
3
4
5
6
7
4th April – 20th April
Validity
SMS_123456 8
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Schedules Week days MO
TU
WE
TH
FR
SA
Month days SU
All (7)
All (31)
Start time 9:00
AM
End time 6:00
PM
Actual Days 16 days
Actions: Save as draft | Save and activate | Discard |
Actions: Save as draft | Save and activate | Discard |
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Campaigns : Create SMS Campaign
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Campaign: SMS_123456
Campaign Type:
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Status: Draft
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Define Actions based on Event Trigger
Define target Base
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Properties Define Event Response
Message Event – Trigger from user Event name
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Status
Event 1
Recharge
Active
Event 2
Recharge 2
Active
Action 3
Recharge 3
Active
URL
Add another Event
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Allow multiple triggers for user
Action – Based on Event trigger
Event Description
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Event 1
Action 1
Recharge
Event 2
Action 2
Recharge 2
Event 3
Action 3
Recharge 3
Action Parameter
Description
Value Type
Value
Poll
Description
Name
Poll
Poll
Description
Month
January
Poll
Description
Day
10
Action – Based on Event trigger
Message - Status message to user
Basic Configurations
Campaign Actions: Test | Save as draft | Save and activate | Discard
Campaign Actions: Test | Save as draft | Save and activate | Discard
Campaigns : Create Email Campaign Campaign Type:
Calendar: My calendar
Status: Draft
Configuration Basics
Full Summary
Simple Promotion
Properties
Configure Email Message
Define Target Base
Campaign: SMS_123456
Campaign Type:
Calendar: My calendar
Status: Draft
Basic Configurations
Full Summary
Simple Promotion
Properties
Configure Email Message
Configuration Basics
Define Target Base
Message Cell number Key code Configuration Basics
Sub ID Display sender as
9848037934
Format
HTML
Configure Message
Define Target Base
Cell number: 989828973 Ky Code: 123456 Sub ID: Undefined Validity: 24 hours Display sender as: 552323 Priority: High Message language: English Message content: English: Dear subscriber. Wish you a very happy Diwali.
Message – To user
Key code Configuration Basics
Sub ID Display sender as
9848037934
Format
Text
Body
Logical Conditions
Insert
First Name
Insert
Last Name
Insert
Data Plan
Insert
Voice Plan
Insert
SMS Plan
Dear subscriber. Wish you a very happy Diwali.
Reminder: No
Subject
Target Base
Target Base
Preview and test
Preview
Email Links Link URL
IMI Mobile
Http:www.imimobile.com
URL
Http:www.imimobile.com
URL
Http:www.imimobile.com
Define Target Base
Body
Open in editor
Link text
Configure Message
Cell number: 989828973 Ky Code: 123456 Sub ID: Undefined Validity: 24 hours Display sender as: 552323 Priority: High Message language: English Message content: English:
Reminder: No Parameters
Subject
Basic Configurations Message
Cell number
Message – To user
Campaign Actions: Test | Save as draft | Save and activate | Discard
Track
Campaign Actions: Test | Save as draft | Save and activate | Discard
Display sender as: 552323 Priority: High Message language: Hindi, English. Message content: Hindi Message content: English Reminder: Append to original Before: After:
Message - Status message to user
Basic Configurations Enable status message to user for Action 1
Campaign: SMS_123456
Message – To user
Event - Trigger from user
days
Campaigns : Create Email Campaign
Cell number: 989828973 Ky Code: 123456 Sub ID: Undefined Validity: 24 hours
Action Description
Parameter and values for Action 2
Reminder: Append to original Before: After:
Enable 10
Validity for
Eent
Display sender as: 552323 Priority: High Message language: Hindi, English. Message content: Hindi Message content: English
Message – To user
Target Base Message
Actions – Based on Event Trigger
Cell number: 989828973 Ky Code: 123456 Sub ID: Undefined Validity: 24 hours
Description
Full Summary
Campaigns : Create SMS Campaign
Campaigns : Create SMS Campaign
Campaign: SMS_123456
Campaign Type:
Calendar: Not defined
Status: Draft
Properties
Configure Message
Configuration Basics
Full Summary
Simple Promotion
Define Target Base
Campaigns : Create SMS Campaign
Campaign: SMS_123456
Campaign Type:
Calendar: My calendar
Status: Draft
Basic Configurations
Properties
Configure Message
Configuration Basics
Full Summary
Simple Promotion
Define Target Base
Message Display sender as
9848037934
Priority
High
Message language
Hindi
English
Message content: To user
Compose
Get from external source
Configuration Basics
Configure Message
Define Target Base
Cell number: 989828973 Ky Code: 123456 Sub ID: Undefined Validity: 24 hours Display sender as: 552323 Priority: High Message language: English Message content: English: Dear subscriber. Wish you a very happy Diwali.
English Parameters
Dear subscriber. Wish you a vry happy Diwali.
Logical Conditions
Reminder: No
Key code Configuration Basics
Sub ID Validity
24
Display sender as
9848037934
Priority
High
Message Parameters and Logical Conditions can be used only when a Parameterized Target base is selected.
Preview
Target Base Data encoding:
USSD
Enable
Properties
Configure Message
Configuration Basics
Full Summary
Simple Promotion
Define Target Base
Dear First Name 3G
Define Target Base
Dear subscriber. Wish you a very happy Diwali.
Reminder: No
Hindi
Telegu
English
Compose
Data Plan
Parameters
is Insert
First Name
Insert
Last Name
Else
You have requested for an
incorrect option End
Insert
Data Plan
Insert
Voice Plan
Insert
SMS Plan
Campaign Actions: Test | Save as draft | Save and activate | Discard No. of characters typed: 175 out of 320 No. of messages: 2
Insert
MMS Plan
Message break marker
Preview
Parameter
Reminder message Reminder schedule Send original message
Insert
Validity
24
Display sender as
9848037934
Priority
High
Message language
Logical Conditions
Dear First Name
days, for 30
Compose
Get from external source
if
Data Plan
Parameters
is
Else
You have requested for an
No. of characters typed: 175 out of 320 No. of messages: 2
USSD
Message break marker
Create new message
English
Before original message
if
Insert
is
Insert
is not
Insert
is exactly
Insert
is greater than
Insert
is less than
Insert
if
Logical Conditions
Logical Conditions
Data encoding:
Target Base
USSD
Enable Every 3
Send original message English
Preview
Parameter
Reminder schedule
days.
Insert
your 3G data plan has been activated from
Reminder message
Append to original message
Reminder: No
Telegu
English
Hindi
Activation Date
Data encoding:
Define Target Base
Dear subscriber. Wish you a very happy Diwali.
incorrect option End
Enable Every 3
Target Base
Configure Message
Cell number: 989828973 Ky Code: 123456 Sub ID: Undefined Validity: 24 hours Display sender as: 552323 Priority: High Message language: English Message content: English:
Hours
Hindi
Message content: To user
3G
3G
Logical Conditions
Configuration Basics
Sub ID
English if
Message – To user
Key code
Get from external source
your 3G data plan has been activated from
Hindi
Configure Message
Basic Configurations Message
Cell number: 989828973 Ky Code: 123456 Sub ID: Undefined Validity: 24 hours
Hindi
Activation Date
Reminder message
Basic Configurations
Display sender as: 552323 Priority: High Message language: English Message content: English:
Hours
Message content: To user English
Message break marker
Status: Draft
Cell number
Message – To user
Message language
No. of characters typed: 30 out of 160 No. of messages: 1
Campaign Type:
Calendar: My calendar
Message Cell number
Message – To user
Campaign: SMS_123456
days, for 30
days.
Append to original message
Create new message
Hindi
Dear Subscriber. Please remember to pay your bill. If you have paid within last 24 hours, please ignore this message.
Enter message here
After original message
No. of characters typed: 30 out of 160 No. of messages: 1
Enter message here
Message break marker
Preview Data encoding:
USSD
Preview
Campaign Actions: Test | Save as draft | Save and activate | Discard
Campaign Actions: Test | Save as draft | Save and activate | Discard
responsive UI that gives a sense of state
guiding through the process
1
stage 4: visual design 2
Once the stakeholders and the developers were comfortable with the overall interaction design, feasibility and viability, the visual design work commenced The design needed to be clean, vibrant and easily customizable.
a visual design that looks good and can be white labelled
simple, energetic and clean
achievements
1
Clean, vibrant and custom brand-able visual design
2
Organization of information that fits natural and simple mental model
3
Visualization of complex processes to help learn
4
Sense of context and location
5
Many personalization options depending on user needs
6
Fast and responsive UI that hides information when it is not needed
7
Cross product UI standards that can be followed later
8
Scope for future expansion without cluttering everything
failures
1
Further simplification of the UI
2
Inability to do more observation and user testing at the end of the process cycle