Deluxe marketing solutions

Project Overview

Deluxe's Marketing Solutions web applications allows customers to use data-driven insights to accurately target their ideal customers and then engage them with the right offer at the right time using the most effective channels. Think of the application as if utilizing Mailchimp to market to prospects thinking about buying a new home or a car. The problem the application was experiencing was customer frustration with the functionality of the UI for creating a target audience, and building a marketing program geared toward an audience. The IA and user experience needed an overhaul, as items such as choosing attributes to build a customized audience to order records from the credit bureaus was proving time-consuming. Customer satisfaction and retention became a key component.

SOlution

The Marketing Solutions application was overhauled with an updated user experience and user interface design, without disrupting too much of the architecture for customers. The design strategy was centered around feedback collected from user interviews and testing with current customers, and shared by the internal product team which led to a successful implementation.

My Role: User Research, User Interviews, IA, UI Design, Prototyping

Tools: Sketch, Craft, InVision, UserZoom (User Interviews)

Discovery & research

user interviews

The product team wanted to begin with real user needs that made up the customer dissatisfaction problems, so we decided to interview as many people as we could to get an understanding of the problems. We spoke to account managers, marketing managers, and program managers.

I recorded the interviews and shared the findings with the product team to help pinpoint the main areas to focus on in the redesign effort. I created pages on our online team channel with a list of potential problems that could be solved. Other team members began to add to it as they discovered problems from their research.

These are some of the key take aways from the interviews:    

KEY INSIGHTS

1. Hierarchy and organization of attribute choices were confusing and not clear when needing to build an audience.

2. Not clear what fields/attributes are required and if the user can proceed to the next step.

3. Groupings of content was sometimes hard to discern in proximity to other, usually unrelated groups of content.

4. Not all nomenclature was clear depending on the user's role in their company.

personas

I combined the results from the user interviews, and the current personas for the product and their different role types, to make informed design decisions for the redesign.

UI mockups

Having accumulated a good amount of project knowledge, I had a very clear vision for the product we needed to create to solve the problems we identified. At the time of this project, the internal UX Team was creating a company-wide design system. This allowed me the opportunity to test what we had built on the Marketing Solutions UX and UI issues. This time I took to Sketch and started creating higher fidelity versions of the app. By this time our project stakeholders had grown to include other organizations and so we had the benefit and challenge of being the first product team at Deluxe to incorporate the new design standards.

There are some screenshots of the redesign below illustrating an the 'create an audience' flow a user would follow to ultimately order records from the credit bureaus. You can also view the prototype below.