Enhancing the way small-scale digital marketing agencies run their campaigns.
Enhancing the way small-scale digital marketing agencies run their campaigns.
Enhancing the way small-scale digital marketing agencies run their campaigns.
Overview
CultureX - Campaign Module
In 2023, at CultureX, we revamped their entire software to enhance usability. CultureX is a SaaS company that streamlines campaign management for influencer marketing agencies at scale. It provided key features for campaign ideation, execution, and reporting. Originally the software was developed as a functional MVP, it fulfilled its intended purpose but posed challenges for clients in daily use, especially with the core campaign module. This led us to reassess how the product’s features were presented. Drawing insights from an in-depth heuristic evaluation and user feedback, we incorporated new user requirements and visual refinements to enhance the experience, all while ensuring that no changes impacted the software’s underlying architecture.
What difference did we make?
Driving Growth
34%
increase in average monthly campaign executions.
78%
of users received the interaction changes positively.
23%
increase in registrations driven by new features.
Preview
The Problem to Solve
What Prompted us to Re-Design
Campaign Execution?
What Prompted us to Re-Imagine the Industry?
The CultureX product, IMPACT 1.0, was an MVP, and we were designing version 2.0, which was a significant upgrade in both features and design. The core Campaign module, responsible for executing social media campaigns from start to finish, lacked an intuitive and user-friendly interface. As a result, users struggled to achieve effective outcomes, which was evident in the performance metrics.
340/651
Campaigns were created on the platform but were never executed.
The Campaign Execution Interface was Not Intuitive Enough
A theory suggested that the functionality itself was lacking, particularly in terms of the level of independence the platform provided to agencies compared to the control retained by brands and creators, which may have impacted user retention. Additionally, during the heuristic evaluation of the MVP version, we identified several issues within the campaign execution UI that could have contributed to the low conversion rates.
Recognition Rather than Recall
Consistency and Standards
The module’s multi-accordion structure was not aligned with industry standards and made user interaction challenging.
Visibility of System Status
The existing UI effectively displayed each creator’s status, receiving positive feedback from users.
The Process
Understanding the Architecture
Understanding campaigns & new requirements
At the beginning of the research phase, we recognized the system’s complexity, with three distinct campaign materials, each leading to various possible outcomes and actions based on the decisions made by the brand, creator, and agency. However, while analyzing deeply, we discovered that users could perform a maximum of three actions at any given stage—though some stages allowed all three, while others did not. This crucial insight enabled us to standardize the UI, simplifying user interaction by clarifying available actions and helping them anticipate future options in later stages.
We also needed to design the UI to incorporate new features requested by users, focusing on providing more control over brand and creator actions, as the software’s core goal was to empower agencies as intermediaries. These insights were derived from 20 user interviews conducted with current clients for their experience and expectations on future updates. To integrate the requested features into the design, it was crucial to understand how these changes fit within the current functionality. This wasn’t just an ordinary UI revamp like other modules; it involved adding new features that could potentially alter the entire flow.
Finding Inspiration
As a computer engineering graduate, GitHub was one of the tools I used most frequently. When I saw the new architecture of the campaign module, I immediately recognized a similar system design in another application—GitHub. This served as a major inspiration for the design.
Requirements & Delivery
How Did We Manage Expectations?
Campaign Execution UI
Drawing inspiration from GitHub’s UI, we successfully simplified the representation of the complex system behind campaign execution. During prototype testing, 78% of users found the new solution easier to understand. The redesigned UI provided greater clarity on system actions, statuses, and key signifiers. It also addressed all requirements derived from interviews and heuristic evaluations. For example, the new campaign progress indicator allowed users to quickly gauge progress at a glance from the left panel. Additionally, new features, such as the ability to approve campaign materials directly, empowering agencies were effectively highlighted and well received, as users easily understood their functionality during testing.
Design System
Due to the intricate structure of the campaign execution module, it was crucial to communicate it effectively to the developers. To maintain consistency and align with the existing system architecture, a mini design system was created. Additionally, it was designed to account for all potential edge cases within the system.
Campaign Module - Agency & Client Side
As a final outcome, the campaign module was redesigned for both the client and agency sides. The new design empowered agencies with features such as direct material approval and a no-login form for clients. Additionally, we enhanced the campaign execution UI, making the process more intuitive and less overwhelming for agencies.
Results
Small Changes Big Growth
-34%
reduction in campaign execution bounce rate.
+5
clients boarded through new feature presentation.
The interaction redesign, guided by heuristic evaluation, significantly increased agencies’ willingness to run campaigns on the platform. Moreover, the new features provided strong incentives for new agencies to onboard the platform.
Other Parts of the Project
There is More To the Story..
The campaign module was only a small component of the comprehensive redesign of the CultureX MVP. This redesign played a pivotal role in shaping the company’s future by introducing new features and addressing critical design issues within the software.
Proposal Module
Creator Search
Pricing
Innovating Experience
Innovating Experience
Creating empathetic designs, swiftly enhancing business solutions, and transforming lives for diverse individuals, in other words, innovating experiences.
Creating empathetic designs, swiftly enhancing business solutions, and transforming lives for diverse individuals, in other words, innovating experiences.
Innovating Experience
Creating empathetic designs, swiftly enhancing business solutions, and transforming lives for diverse individuals, in other words, innovating experiences.