CliX - A campaign engine for customer engagement & ROI
B2B SaaS Webapp | 8 Weeks
CliX is a marketing automation solution to help brands streamline and run their customer engagement activities.
Project objectives
This project aimed to create a platform enabling marketing professionals to reach customers through various channels and target the right customers with the correct message.
Understanding the problem
Lack of omnichannel engagement
Limited automation for engagement
No interface for campaign performance insights
No digital medium to request ROI reports
Lack of an automated quality check process
My role
I was the sole product designer on this project, working closely with a dedicated product manager, marketing manager, data analyst, and a remote development team.
Research
I started with user research, conducting a series of interviews with marketing & campaign managers to better understand the current process, areas of complexity, and frustrations, and simultaneously, I did the market research and explored similar solutions to understand the users’ needs.
I synthesised all the research findings and then summarised the information I collected.
Key insights from research
Personalization
There was a high demand for more flexible customer segmentation and targeting options.
Real-time data
Having immediate access to campaign performance was crucial for making adjustments.
Collaboration
Marketers often work together on a single campaign, requiring smoother collaboration features.
Competitive analysis
With market research, I conducted a competitive analysis of 4 big players HubSpot Marketing Hub, Salesforce Marketing Cloud, Mailchimp, and Zoho Campaigns to identify strengths and weaknesses in existing solutions.
Key takeaways
Most competitors struggle to balance user-friendly interfaces with deep customization options. While tools like Mailchimp offer ease of use, they often lack advanced segmentation features.
Platforms like Salesforce Marketing Cloud provide powerful capabilities but have a steep learning curve.
The ability to customize campaigns, templates, and workflows remains a critical pain point for marketers across platforms.
Team brainstorming
For brainstorming, we used Whimsical, as we were all working remotely. Every week we had team meetings to check the progress and decide the future course of the project.
Final design
Personalise every customer interaction within one dashboard
I envisioned a single platform for teams to view performance across all channels. The dashboard offers detailed insights into campaign engagement rates, ROI, and the effectiveness of different segments.
Automated journey builder to create customer lifecycle
I focused on automating customer journeys based on predefined lifecycle templates. This feature allowed marketing teams to engage customers at the right time and track the success of each campaign.
Track insights & manage all campaigns via a single interface
With the new interface now, teams can access insights from all customer communication channels and manage them effectively. Campaigns can also be uploaded in bulk to save time and effort.
Drag & drop email builder to create professional emails
With this feature, teams will be able to create professional-looking emails without coding. This feature simplified campaign creation, allowing businesses to focus on messaging rather than technical details.
Design, code, or use pre-existing templates for your campaign
Users can use pre-built templates for their campaigns to reduce repetitive manual setup.
Testing & Validation
I conducted multiple rounds of usability testing with 6 marketing specialists, focusing on the ease of use and efficiency of the new features.
Feedback was largely positive, with users praising the simplified flow. However, a few areas for improvement were identified:
Based on this feedback, I iterated on the designs and shared them with the dev team.
Template customization
Users requested more flexible templates that could be tailored without leaving the campaign creation page.
Real-time alerts
Users wanted push notifications for campaign milestones (when a certain performance threshold was reached).
Final outcome
The Clix Campaign Engine was successfully launched and adopted by the marketing teams. The automation features reduced campaign setup time by 40%, and the real-time dashboard increased the speed at which marketing teams could optimize their campaigns.
40%
Massive reduction in overall campaign setup time
25%
Improvement in real-time decision making accuracy
90%
Positive feedback from users who tested the platform
Reflection
This project was a great example of how user-centered design can make a significant impact on a business’s bottom line. By deeply understanding the pain points and goals of the users, we were able to create a product that simplified their workflow, increased productivity, and ultimately drove better results.
I learned the importance of flexibility in design, ensuring that the solution could serve both novice and experienced users. Additionally, I realised the value of real-time feedback loops, which enable marketers to continuously optimise their campaigns.
Selected Work
