Marketing Automation
The Project
Product
Small business tool used to personalizes marketing tactics through an automated workflow of omnichannel marketing assets such as emails, text messages and audience management triggers based on behavioral or systematic inputs.
Challenge
To balance rapidly increasing experience debt with accelerated net new feature development to become the most spotlighted product for customers.
Team
As the Lead on the Automation Product team, my responsibilities included aligning stakeholders and informing roadmaps based on quant and qual feedback in addition to exploring, testing and delivering designs , while working hand in hand with engineering, research and business partners.
Opportunity
Increase discovery & engagement through rapid experimentation and iteration.
After mapping out the customer’s workflow, we noticed a gap between marketing efforts and customers discovering and adopting the tool.
The team rallied around the opportunity and we experimented with ways to increase awareness and engagement.
In this example we tested our hypothesis of whether or not a customer is more likely to publish an automation if presented with templates versus starting from scratch through a series of A/B tests.
Example of Discoverability Site Mapping
Opportunity
Create scalable and feasible patterns to grow product offerings by incorporating integrations such as Shopify, Eventbrite, Meta Audiences and Zapier.
We were tasked to expand our offering by incorporating integrations with partners in the builder. We leveraged partner style guides and designed for scale as our integrations expanded.
Most notability, we launched a Shopify update that leveraged ecommerce data, creating more opportunities for our customers to personalize and target their marketing.
Opportunity
Partner with analytics and data science teams to add “smarts” to the automation platform.
During this project I was heavily collaborating with teams across the company. One of the most exciting partnerships was working directly with the analytics team to launch a new automation reporting feature in addition to the data science team to incorporate smart features such as a “recommended action”.
Impact
Design was able to inform and drive a customer centric roadmap
The team conducted multiple A/B experiments after having never completed one
Automation product now accounts for 65% of overall advanced customer revenue
Average increase of 300 plan upgrades a month attributed to Automation tool
60% increase in users publishing an automation
Contributed unique Builder Patterns to the Design System
Increased accessibility for keyboard users and screen readers
