Designing a feature and its evolution

During my tenure with Deloitte Digital, I played a key role in the development of an innovative marketing tool. This involved creating a design system from scratch, designing user flows, and implementing various features. While I can't disclose specific product details due to confidentiality, I would be happy to provide a thorough walk-through upon request. In this case study, I will provide a general overview of a feature's evolution and the valuable insights gained from the project.

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Role: UI/UX Designer

Deliverables: feature design and user flows

Platform : web

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Overview

The primary objective was to enhance our product's marketing capabilities by introducing an audience splitting feature, enabling robust campaign testing and analysis. This aimed to empower clients with improved targeted marketing, user engagement, data-driven decision-making opportunities, and optimized resource allocation.

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Evolution of the feature

· Minimal Viable Product (MVP): The initial release focused on audience creation and campaign personalization, allowing marketers to create distinct audiences and tailor campaigns to different customer groups.

· Release 1: We introduced lookalike audiences, enhanced audience dashboards with data visualization, and provided access to delivery history. These enhancements expanded audience segmentation capabilities and provided valuable insights for data-driven decision making. While for campaigns we added features such as scheduled recurring delivery, improved campaign performance metrics, and the ability to differentiate between email marketing and digital advertising categories. These updates improved automation, data analysis, and campaign organization.

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Future enhancements

The upcoming roadmap includes features such as filtering and search capabilities for audience creation, a lookalike audience dashboard, and audience upload and replacement options. Additionally, campaign updates will include a tab system for better organization, audience recommendations based on campaign goals, and audience split metrics. These enhancements aim to further enhance audience segmentation, campaign personalization, and testing capabilities.

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Key takeaways

· Continuous improvement: The feature evolved based on user feedback, market demands, and data-driven insights. Iterative releases allowed us to enhance functionality and address client needs.

· Data-driven decision making: The inclusion of performance metrics, audience insights, and delivery history provided valuable data for optimizing campaigns and driving better marketing outcomes.

· User-centric approach: The development process involved close collaboration with stakeholders, product managers, designers, and developers, ensuring the feature met user needs and delivered a valuable user experience.

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Conclusion

The evolution of this feature demonstrated the power of iterative development and a user-centric approach. By enhancing audience segmentation and campaign capabilities, we enabled clients to optimize their marketing strategies, improve user engagement, and make data-driven decisions. This case study showcases the valuable insights gained and the impact of designing and implementing a feature that truly adds value to the product.