TESTING LAB
Redesign the Experience for Increasing Marketers’ Confidence At the Time of “Send“
Date | Sept. 11 2019 - Dec. 12 2019 (12 weeks)
Collaborator | Clara Bradford, Jingyao Liu, Ries Murphy
My Role | Mapping, Concept, Strategy, Wireframe, Prototype
Project Division | Salesforce - Marketing Cloud
HIGHLIGHTS
Dealing with difficulty in designing with two problem areas, used service blueprint to systematically looking for a solution
Facing the new constraint with no access to the tool, researched and practiced new methods such as confidence mapping, experience prototyping, and competitive analysis, etc., and worked it out for a feasible outcome
Hearing the users’ voice and synthesizing the insights, iterated our concept to complete the final design
A QUICK SNAP
The Challenge
• Increase marketer confidence at the time of “send”
“Marketers should be delighted, joyous even for moving their initiative forward and expanding the reach of their brand. You can help them achieve this confidence and make our system delightful to work within.”
Things marketers are thinking around the time of “send”
IDENTIFY PROBLEM
What are our users’ situation now?
• Narrowing Down the problem in “Execute” and “"Conclude” Stages
After the primary user research, we map out the marketers' confidence journey. According to the researched marketing campaign execution process, we split the campaign into 6 stages: locate, prepare, confirm, execute, monitor and conclude, and see the curve fluctuates sharply during"execute" and "conclude" stage.
• The specific problem in “I’m worried I did not choose the best campaign ” and “I’m confused because I can’t know if the campaign works.”
When looking closely at the "execute" and "conclude" stages, we see the lack of confidence comes from two primary problem areas: Before and after the action of "send." During these two times, marketers typically question themselves: "Have I chosen the best one?" and "Is this campaign successful?"
So, how might we make that problematic situation of worry and confusion into a preferred one?
THE Preferred situation
First, where do we want to get to?
In an ideal situation, the marketers will be able to use the powerful functions freely without anxiety, choose the best one. They can measure their success easily and clearly, therefore increase the confidence when clicking “send. “
The preferred situation
Design Objectives
1. A useful and enjoyable tool that grows with users' experience.
2. Understandable and actionable data through a seamless flow.
The Outcome
And then, how do we get there?
• The Solution: TESTING LAB
The Testing Lab, which will simulate new journey’s result based on audience groups and gives working data analytics tool.
It is an ecosystem solution that lives inside the Salesforce Marketing Cloud Journey Builder application, and works as an expansion to the current journey testing functionality.
Concept: TESTING LAB 1.0 - Simulate Journey Results
Provides Predicted Results of Tested Changes Based on Data From Previous Journeys
Functionality
Step 1. Enter Testing Lab
Step 2. Select and Configure New and Old Features
Step 3. Run Testing and Select the Best One
Testing Lab: comparing different simulated journey results.
Iteration: TESTING LAB 2.0 - Update the Salesforce Analytics Experience
to help marketers measure their success
Marketer has the following additional functions:
Run Simulated Results with Selected Audience Group
Compare the Simulated Results with Different Testing Journeys
Updated Analytics: data filters based on divided user profile
Evaluation
Why it will work out?
The TESTING LAB 2.0 solution strategically leverages what Salesforce has, and matches with what marketers wants.
It is a feasible plan in Salesforce that has the existing resources and has met the technical requirements to fulfill the Marketers’ deep needs. This concept plan is a win-win for both parties.
Concept evaluation from stakeholders’ perspectives
• The Success Matrix
Chronologically, we would like to; first benefit marketers' success, make sure the solution works, and in result, benefit our client, Salesforce Marketing Cloud, with more active users, new subscriptions, and a positive reputation.
• The Impact: Get Marketers Prepared in Multiple Stages and Flatten the Confidence Curve to Positives
How the ecosystem solution SWITCHBOARD helps the previous pain point across different stages.
my design processes
FOR MORE DETAILS, PLEASE SEE APPENDIX HERE, AND HERE ARE SOME BITES OF MY DESIGN PROCESS:
research
INSIGHT 01 : Channel & Touchpoint Analyze for Salesforce Marketing Cloud
INSIGHT 02 : 8 Aspects Around a Marketing Campaign Tool from 4 competitive analysis
INSIGHT 03: Marketer’s Confidence Experience Mapping from 4 Interviews
CONCEPT
CONCEPT GENERATION: Looking at the Bigger Picture with Service Blueprint
INSPIRATION: Thinking of ONE Non Intimidating Technology Experience
File Transfer Protocol (FTP), Block Mode
The Block Mode in FTP service breaks the data into several blocks and then passes it on, so we can always download from where we left off.
CONCEPT TESTING
Design the Experience by Metaphor for a Typical and Proposed Marketing Campaign to prototype the experience than
EXPERIENCE PROTOTYPING V. 1.: Role-play Workshop
EXPERIENCE PROTOTYPING V. 2: Storyboard Accompanied by Wireframes
( Example for our other concept Glamogram)
EXPERIENCE PROTOTYPING V. 3: Labyrinth as a Metaphor for Marketers’ Stressful Decision Making Process
FINAL DESIGN
Prototype from Screenshots and Open-Sourced Salesforce Lightning Design System.
MY REFLECTION
1/ What is it, really?
Be bold, when seeking the right problem.
We had many wrong assumptions throughout this journey, as we dig deeper, we realize more about what exactly we are facing. From this experience, I have to say, admit that you made assumptions, and move on with the new knowledge. Never be afraid to question anything even if it is in the later stage of design. Although it is hard, it will clarify the deep doubt and honor you with confidence when giving the solution.
2/ Stop Complaining. When there's a will, there's a way.
“FIND YOUR ANSWERS OUT THERE, NOT IN HERE." says the Salesforce UX team.
Therefore we weren't giving any access to the Marketing Cloud tool. And everything is the hardest at the beginning, no access in users, platform, no idea in knowing what do the data inform, etc., but by trusting our design process's strength, exploring different methods and filtering out the distracting information, we can overcome them together. Have faith, and stay positive.
Acknowledgement
Heartfelt thanks to Nic True, Steve Voyk, Tori Rice, Craig Brichler, Jasddeep Chugh, and Scott Pitkin from Salesforce and Professor Jeffrey Bardzell for organizing this design challenge and providing guidance and feedback throughout the project. Many Thanks to anonymous participants for giving such valuable insights into our research. Last but not least, I appreciate the HCI/d Cohort 2020 and my teammates, Clara Bradford, Jingyao Liu, and Ries Murphy for their efforts and inspiring company throughout this project, and Priyanka Lakkad for her thoughtful input during the early stages, special shoutouts to Jingyao Liu for her warm and fuzzy artworks.
Thank You For Reading!
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