Driving Targeted Marketing Campaigns via Unified Data Insights

Tata Neu is a comprehensive platform uniting a diverse range of brands. This super-app offers a one-stop solution for daily needs, encompassing groceries, electronics, financial services, travel and more. Initially exclusive to Tata Group employees, Tata Neu opened its doors to the public in April 2022.

The Problem

Business users were unable to create and manage marketing campaigns within the platform. This limitation and the absence of a centralized data repository containing segmented customer information hinder effective targeted marketing efforts.

Objective

To empower business users to create targeted marketing campaigns for TataNeu consumers while leveraging a unified data platform to extract insights from various sources for robust business analytics.

My Role

As the sole UX designer, I owned the project from inception to the completion of the initial phase. Regular stakeholder engagement was crucial in shaping the product's direction.

Challenges

Upon onboarding the project, the stakeholders prepared a wireframe deck which kind of set an expectation of how they perceived the screens to be.

However, I felt that it is always necessary to research on similar products of other companies.

Research

Based on business requirements, I conducted desk research on the core features of the application:

Segments

“Segments are used to create target audiences based on shared data. When you create a segment, you'll set conditions to filter contacts based on the information that's available in your audience.” - Mailchimp

Apart from CSV upload, the stakeholders would also like to integrate external web platforms to import users in order to create segments.

Campaign Type

“A trigger campaign is when marketing messages are delivered after being activated by a certain date and time, a change in the state of current events, action on behalf of the user, or time elapsed since the last interaction.” - CleverTap

As there are multiple types of campaigns, I assessed different platforms to understand the workflow of how they are being created. 

I gathered more insights on possible scenarios that might occur when a campaign is triggered.

Web Push Notification

"Web push notifications are notifications that can be sent to a user via desktop and mobile web." - Airship

While evaluating various platforms with web push notification features, I noticed a recurring trend where a graphical preview is provided, allowing users to see how the notification will appear.

The Process

User Flows

I started by mapping out the user flow for campaign creation.

As web push notifications often occur while creating a campaign, I diverged and converged at the point where the selection of channel types is made.

While email and SMS channels can be rather straightforward, I identified the necessary features needed for app push.

Coupled with research from other platforms, features for Android and iOS can differ for app push notifications. Nevertheless, I identified common modules that can be utilised for both systems.

Segments

Apart from integration with Looker, creating segments is rather straightforward as users can simply download and upload the default CSV template.

Wireframing

Creating Campaign

I then started to visualise the flow of creating campaign and itemised the necessary fields. I took reference from the mockup they had provided me to assess the fields to include.

Given the large number of fields required, I implemented a multi-step form to streamline the user experience by breaking down the form into manageable sections.

Each step is designed to be intuitive, guiding the user through the process seamlessly, while also providing clear progress indicators. This ensures that users are not overwhelmed by a lengthy form and are more likely to complete it successfully.

Creating Segments

Compared to creating campaigns, segment creation is more straightforward due to the number of fields needed for this feature.

Overview

As the dashboard is campaign driven, I sought to display the information in a way where users can have an overview of campaigns that are ongoing, scheduled and sent the day before.

Including an option to view campaigns that have been sent the day prior is crucial for the stakeholders to keep track of the performance of the latest campaigns. Though it's technically the same as an ongoing campaign, it helps the users to differentiate from other active campaigns, providing clearer visibility into recent activities and enabling more targeted performance analysis for timely decision-making.

Deliverables

Once the wireframes are finalised, I transitioned to designing in high-fidelity, focusing on refining visual elements to create a more realistic representation of the final product.

Post-Launch

"After the launch of the project, I transitioned to a new assignment, which limited my ability to gather post-launch findings from stakeholders. While I had initially planned to collect feedback and insights to measure the success of the solution, the handover of responsibilities meant that I was unable to follow through with the analysis.