MRP's software "Prelytix" was shifting from being an internally used software only, to a product sold to enterprises as well. This was a shift from V2 of Prelytix to V3. One of Prelytix's primary uses was to construct marketing campaigns and tactics. This "Create a Campaign" feature needed to be remade to fit the needs of users who have not been trained as MRP internally employees to understand the complex software.
UX/UI Design, User Research, Usability Testing
Figma, Miro, GoogleForms, Jira, Storybook
Campaign and tactic creation is a very complex process with many requirements. The old version of Prelytix was no longer usable and business required this feature to be created immediately. We needed to create the minimum viable product that allowed internal and external users to manage campaigns, while building out the finer details in later parts of the roadmap.
Each project of mine begins with empathizing with the users, defining clear goals, and ideating solutions. Afterwards, I prototype the feature and complete usability testing. If usability testing invalidates the solution or brings new pain-points to light, I hop back to ideation with new insights and try again.
When features require expedition, the "Prototype" phase may be skipped, with hi-fidelity mockups being approved by stakeholders and pushed to production. I call this alternate phase the "Production" phase. If "Prototype" is skipped, the "Test" phase becomes "Feedback", where feedback is collected from users post-implementation. This is *not ideal* but allows an expedited process when needed.
By the time I created this feature, the personas were already made. This is how I had originally gone about creating them.
Utilizing our internal team of over 100 users of the old product, I sent out a survey that gained me insight into the general pain points of the processes, which processes affect which client type, and which data was considered most valuable to our clients. Not only did this help with our understanding of the users, but gave preliminary insight into the former user experience. Additionally, I sat in on sales calls with prospective clients and took notes, occasionally asking questions, trying to discover who at each company would be the person using the product. I learned that upper management would be managing the Prelytix accounts, but salesmen and marketers would be using the product the most.
The following personas were created and referenced by the product team in all feature discussions. Depending on the feature, different personas would be considered more than others.
Each feature requires it's own define phase with research focusing on the problem to be solved and the personas representing those facing the problems. During this phase user stories are created, goals are prioritized, and streamlined customer journeys are determined. It is important to identify the problems or goals within the context of our technical limitations and time constraints while remaining focused on the user.
The persona I focused on for the Audience feature was Aliza Farah: Marketing Manager. I determined this by consulting with our internal team of users to determine who would be the primary user of this feature. Further, I interviewed our internal users on what their needs for this feature were, and had our customer success team collect insight from potential customers.
Unfortunately, stakeholders were determined to launch this feature with a very rapid deadline. There was heavy discussion between myself, my team, and stakeholders, and ultimately I agreed to begin this feature with a very narrowed down scope.
The following user stories were created.
Typically for me, the Ideate phase involves wireframing and brainstorming meetings with the team. Because I had designed the component library for the product at MRP, wireframing looked more like dragging-and-dropping to me. Then I would just label the pieces in red. This was extremely helpful and time saving!
With everything defined, I knew the process would be broken into 3 steps - Select a Tactic Type, Enter Tactic Details, & Set the Audience.
The flow above was prototyped in order to conduct usability testing. The goal was to determine if this truly checked enough boxes to be an MVP for this feature, or if we needed to go back to the drawing board.
Usability Testing was conducted via zoom with 4 internal users who had extensive experience using V2 of Prelytix. Results were a bit disappointing but not unexpected. It was clear given the testers strong reactions and the results of the test that this minimized scope was not enough to qualify as an MVP.
Here is the presentation I made to share the test results with stakeholders.
The most difficult part of the job is finding the sweet spot between everything a user wants and the needs of a company. In the example above, I used usability testing to provide data that helped me advocate for user needs. Prototyping and testing was not done on every feature, but on the most complex and important features these skeps could not be skipped.
Working at MRP was an incredible learning experience for me. I hadn't previously thought dense-data software would interest me, but I learned quickly that I loved the challenge of simplifying complex data and processes. Some other key takeaways from my time at MRP...
I hope this gives you a decent idea of my process and what that looked like at MRP.
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