A/B Campaign Dashboard & Creation Flow Redesign

Maropost | SaaS | Marketing Cloud

The A/B Campaign Creation Flow and Dashboard within Maropost Marketing Cloud was hard to use by the users, even though it was a crucial feature for marketers. The previous design presented several challenges like readability issues, UI inconsistencies, inefficient and frustrating flow for creating multiple test groups.

Project Overview
Marketing Cloud is a marketing platform that allows users to engage with their audience through multiple channel including, email, SMS, web and social media. Customers range from small independent businesses to large multi-pronged businesses.
To better integrate with e-commerce platforms, we wanted to make sure that Marketing Cloud was accessible to all users, especially non-technical marketers. This project aimed to address significant usability issues and enhance the overall user experience for the clients.

My Role
I was the only UX designer coordinating with the Product Owners and Developers to assure that the design aligned with the developmental capabilities. My responsibilities were to develop a user flow and high-fidelity prototypes, redesign the dashboard to enhance usability and make it consistent to the Design System.

Design Process

Define

Prototype

Release

Redesigning A/B campaign creation flow and report dashboard to enhance usability

The previous UI presented several challenges:

Readability Issues

The font size was too small, and the colour contrast and weight made it difficult to read.
Inconsistent font families across the design system framework further complicated readability and comparison of results between test groups.

Inefficient Workflow

Creating A/B campaigns was cumbersome, especially for clients managing multiple test groups.
Adding more than the standard two test groups required clicking a button multiple times, leading to inefficiency and frustration.

After conducting the research and collaborating with the customer support team to ensure we cover all pain points, I have made a competitive analysis to gather the best practices in the industry. Hence, we updated the design to the Design System to make it consistent across the platform and check mark one of the Heuristics. Additionally, we've broken the content into smaller groups to help users process, understand, and analyze the campaigns' results faster and easier.

Prototype

The new UI design for the A/B Campaign Report focused on solving these problems through a user-centered approach:

Enhanced Readability:

Increased font size and adjusted weight for better visibility.
Improved colour contrast to make text stand out.
Ensured consistent font usage throughout the framework, facilitating easier comparisons.
Improved Comparability:
Introduced a more colourful and organized layout, making it straightforward to compare metrics between test groups.
Enhanced visual hierarchy to guide users' attention to key data points.

The redesign also focused on streamlining the A/B campaign creation process:

Simplified Group Creation:

Users can now select the desired number of test groups and use a duplicate button to quickly create multiple groups. For example, selecting "4" immediately generates four test groups.
This reduces the number of clicks and time required to set up campaigns, making the process much more efficient.

User-Friendly Interface:

The new UI is visually appealing, with a modern and clean design.
It provides an intuitive workflow, allowing users to create and manage A/B campaigns quickly and easily.

Release

The redesigned UI for A/B campaign reports successfully addresses the previous usability issues, offering a more attractive, colourful, and user-friendly experience. The improvements in readability and workflow efficiency have significantly enhanced the user experience, making it easier for clients to compare metrics and create A/B campaigns.