initiative builder.

Designed to enhance the platform’s intuitiveness for small-to-medium-sized clients and encourage the adoption of additional marketing channels, the Initiative Builder streamlines the setup and management of marketing campaigns. This refinement significantly decreases the complexity of launching new initiatives, enhancing navigability and expediting deployment. These improvements have cut the time needed to launch new initiatives by 22% and accelerated new user onboarding by 30%. The redesigned UI delivers a uniform and seamless experience across all marketing initiatives, strengthening Integrate’s brand identity.

approach.

Identify Everything We Build.
What does our system need to be able to build, from the high-level to the abstract supportive pieces? Each campaign type within a marketing initiative has both shared components and unique needs. What are they?

Catalog, Associate & Categorize Data Points.
Identify all of the data the platform currently handles. Revisit the groupings and associations and normalize the language so that creating different types of initiatives becomes intuitive after learning the first.

Define and Outline the Flows.
How should a user navigate through building an initiative, and how does that builder relate to the larger lead-flow ecosystem?

Power User vs White Glove Experience.
Initially, most of the long-tenured power users with Integrate’s Customer Success team expressed the desire for a UI that would deliver them access to everything at the same time. After sharing early sketches, they began to agree such a UI would become overwhelming.

Alternatively, a linear wizard progression would create unnecessary friction for a power user. The optimal path that seemed to work for experienced and inexperienced users was creating a non-linear stepper pattern that allowed users to move freely while also focusing on the task at hand.

Wizard Ideation.
Rapid exploration of patterns that would allow non-linear navigation with adequate instructional support for newer users of the platform.

Low-fidelity mapping of the data points and functionality required by each section across each initiative source type. Seeking not only a comprehensive outline, but also to identify trends and opportunities for normalization and reuse.

Wizard Before the Wizard.
To create a stable stepper structure within the builder, it was crucial to know where leads were coming from and where they were going. To achieve this, we added a short linear wizard before the builder to lock down the required sections so that the user’s experience would not shift as they changed configurations within the builder.

Nonlinear Progression.

• Supporting creation as data points become available.
• Draft initiatives can be exited and resumed as needed without losing progress.

Unintrusive Support.

• Data groupings that make sense to marketing teams for quickly navigating between sections.
• Clarifications for data points that tend to trip up newer marketers.

Progress & Accuracy Indicators.

• See which sections you’ve completed so that you can avoid unnecessarily rechecking your work.
• Visual indicators to indicate data points are configured correctly.

Consolidated Point-of-Use Configs.

• Add validations and denote as required while configuring fields.
• Scannable indicators to see which fields have validation rules when collapsed.

Nonlinear Progression.

• Supporting creation as data points become available.
• Draft initiatives can be exited and resumed as needed without losing progress.

Unintrusive Support.

• Data groupings that make sense to marketing teams for quickly navigating between sections.
• Clarifications for data points that tend to trip up newer marketers.

Validation and Insights.

Through three rounds of moderated usability testing with 6-8 participants each, we garnered valuable insights to refine our platform. Notable feedback included a 92% preference for the wizard approach by power users for its error prevention focus, and varied reactions to new error handling methods, with 30% of participants desiring a full list view of errors. While long-time users faced challenges with functionality reorganization, newer users adapted quickly. The introduction of autosave was well-received, although 25% of users requested an undo feature for accidental changes.

In parallel, enhancements to our insights functionality allowed users to monitor and adjust their initiatives directly, streamlining operations without deep navigation into analytics. This led to a 30% reduction in onboarding time for new team members, a 22% faster time-to-market for new campaigns by the Customer Success Team, and maintained client reliance on our managed services. Furthermore, we achieved consistent interaction and branding across all marketing initiative types.