initiative builder.

By simplifying the complexity of multi-channel configurations, we reduced friction for users, enabling faster launches and broader adoption of multiple marketing channels. These changes streamlined workflows, cutting launch times by 22%, and improved onboarding efficiency by 30%. Beyond these metrics, the redesign strengthened Integrate’s identity as an intuitive, user-centric platform built to support the diverse needs of modern marketers.

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.

Testing & Validation.
Over three rounds of moderated usability testing with 6-8 participants each, we learned a few notable insights:

• 92% of power users preferred the wizard approach for its error prevention focus.
• 30% of participants desired a full list of errors.
• 25% of participants requested an undo feature for accidental changes.

outcome.

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.

Clear Path to Conflict Resolution.

• Top-level indicator to create global awareness of issues that remain or arise in different sections due to dependencies.
• Three points of visual indicators to easily track down and resolve issues.

Localized Analytics.

• A slice of the platform’s broader analytics capabilities, giving users point-of-use visibility into campaign performance.
• Enabled users to make data-informed adjustments in real-time.