Challenge For this project, we worked on providing a new UX and UI design for an enterprise application that was aimed at helping digital marketers increase the effectiveness of their efforts by creating dynamic, personalized content for their target audience.

Understanding The Whole Journey

As a B2B UI/UX design agency, we emphasize the importance of a holistic approach when creating a user experience that considers the overall user journey. We worked closely with stakeholders and subject matter experts to gain an understanding of the product in the context of their lives. As a result, we were able to prioritize functionality and minimize disruption to the user’s existing workflow. This is evident in the final product, which augments marketing activities by visualizing and exporting data to be used in other applications.

Understanding The Whole Journey

Matching Their Mental Model

As a principle of B2B UI/UX design, we believe in leveraging users’ existing knowledge to maximize usability and deliver a product that is highly functional and fit for purpose. This was achieved by analyzing the domain and the users’ tasks, which allowed us to easily identify the information users needed and how to most effectively deliver it in order to guide them to their end goal. By looking at the problem from the perspective of the users, we were able to structure our product in accordance to how users already think about tasks to make the system as simple as possible.

Matching Their Mental Model

Flexibility & Efficiency of Use

Setup and onboarding were the primary parts of this enterprise application, however, there were some technical parts as well, and we recognized that our target users had varying levels of tech savviness that needed to be accounted for. To address this problem and maximise user retention after this first use, multiple paths were provided for different user types. As a result, non-tech savvy marketers only need to know the keywords/strings to match with their URLs. In contrast, tech-savvy marketers, power users, or assisting developers can accelerate their workflow through pattern matching, boolean logic and importing from csv.

Flexibility & Efficiency of Use