Enhancing SMS Campaigns
Redesigning the SMS campaign experience to streamline workflows, empower users with automation, and improve engagement.
Challenge
Users faced time-consuming workflows, limited flexibility, and no ability to adjust campaigns after launch. These inefficiencies caused frustration, errors, and low engagement, making campaign management cumbersome and ineffective.
Results
The redesigned system enabled faster, more effective campaign management while increasing user engagement and operational efficiency.
2x
3%
50%
Validating the Problem
Research uncovered significant barriers to effective campaign management. Users struggled with inefficient workflows, limited personalisation, and insufficient automation.
Key Findings:
60% of users abandoned the campaign setup process, with completion times averaging over 20 minutes.
Interviews with 14 participants and a survey of 59 users revealed frustrations with rigid workflows, inflexibility, and lack of actionable insights.
Compared five leading platforms, identifying gaps in automation, segmentation, and performance tracking.
Our research combined qualitative interviews, surveys, and collaborative workshops to identify key business and user challenges, ensuring a focused approach to problem-solving.
Framing the Problem
We distilled the research into three objectives:
Simplify campaign setup to reduce time and effort.
Enable real-time adjustments to prevent errors and improve flexibility.
Enhance engagement through automation and personalisation.
These personas highlighted the priorities of a Founder & CEO focused on ROI and a Marketing Officer managing engagement. Mapping the existing SMS campaign journey further exposed inefficiencies in setup and execution, sharpening our focus for the redesign.
Ideation and Prototyping
We explored solutions through collaborative workshops and iterative prototyping, balancing simplicity with functionality.
Key Features Designed:
Predefined Templates: Enabled fast, no-code setup for tasks like “Email Cleanse,” reducing setup time by 50%.
Dynamic Segmentation: Advanced filtering allowed users to personalise campaigns effectively.
Real-Time Campaign Management: Tools to pause, reschedule, or adjust campaigns empowered users with flexibility.
Prototypes were tested with 20 users, and feedback drove refinements:
Task completion rates increased by 35%.
Setup times dropped to 3-5 minutes for predefined templates.
Improvements included enhanced clarity for filter tools and the repositioning of the “pause” feature for better visibility.
Starting with rough sketches and evolving through usability testing, we iteratively refined the user journey into a seamless and efficient SMS campaign experience.
Implementation and Results
The project introduced automation, advanced segmentation, and AI-driven conversations to enhance multi-touchpoint campaigns, improving engagement and response rates. My focus was on redesigning workflows and interfaces to ensure clients could set up and manage campaigns smoothly and intuitively.
The final solution integrated automation, segmentation, and real-time management into a centralised dashboard. Using the Mojito Design System, we ensured consistency and scalability. Regular design reviews and collaborative handoffs with engineering teams facilitated smooth implementation.
Core Features Delivered:
Predefined Templates: Simplified campaign setup with ready-to-use options for common tasks.
Dynamic Segmentation: Improved personalisation through precise audience targeting.
Real-Time Campaign Management: Allowed users to adjust active campaigns effortlessly.
Actionable Insights: Dashboards offered real-time metrics to optimise performance.
Results:
Campaign setup times were halved, saving users an average of 10 minutes per campaign.
Engagement rates increased by 3%, driven by crafted automated conversations and personalisation.
Staff required for campaign management dropped significantly, reducing operational overheads.
Reflections and Next Steps
This project demonstrated the value of user-centred design in simplifying complex workflows and delivering measurable results.
Close collaboration with engineering and stakeholders ensured the solution aligned with business goals and user needs. The addition of AI-managed conversations enhanced the solution’s ability to personalise engagement across touchpoints, contributing to stronger campaign performance.
Client Testimonials:
The redesigned platform has already shown measurable success across various industries:
OzHarvest: “Our first Giving Day was a success in reaching our $1M target with a two-touchpoint journey and conversational AI.”
BHUMI: “Since implementing SMS campaigns, we’ve experienced a 20% increase in revenue, with improved site visits and conversions.”
Future opportunities include:
Expanding predefined templates to serve more industries.
Introducing AI-powered insights for smarter campaign recommendations.
Enhancing CRM integrations for seamless workflows.