Redesigning Audience Management
A centralized system to target customer segments.
Overview
Sprinklr is a unified customer experience management platform for enterprises. It provides social media marketing, social advertising, content management, collaboration and advocacy for large brands.
Earlier the Audience management platform was built to just create and store audience data. However, that information was not sufficient to create a relevant experience. Hence, we decided to redesign the platform to help brands see all of their existing customers and social data in one place. And help brand managers:
To analyze audience profiles: to get reliable insights.
Filter profiles: to find and reach the right customers.
Create a personalized experience: for their customers by sending the right messages and relevant advertising content to the right customers.
Aim
The aim of this project was to redefine and enhance a centralized system to manage audience profiles.
The main aim was to provide a unified experience to brands to understand the activity of their audiences.
My Role
UX/UI Designer
Research, Conceptualization, Wireframes, and Interactions, Validation, Visual Design
Project Duration: 5 months
The Problem
Many brands want to reach their customers to build an active connection. However, most brands did not know who their real customers are and what kind of personalized experiences they expect.
Brands did not know the conversations, engagements, and other social strategies that drive revenues as a brand.
Managing complex and scattered customer information across multiple social channels was a challenging task.
Requirement Gathering
The data was gathered to understand the need for recreating an audience management system and interaction with potential customers. Understanding user needs was necessary to come up with a design.
I had conducted an unstructured interview with 5 users including brand managers, admins, and the marketing team to understand their perspectives and interactions with customers to improve business relationships to grow business.
User Persona
The persona for admins was made to get insights from them. Managers who manage customer data and are responsible for maintaining brand and customer relationship needs the right data to target right audience. They want to manage all the audience information through one single unified platform which allows flexibility.
Key points from data gathering
After gathering insightful data, I came across many features and functionalities that were missing. Which I believe was part of improving an overall product experience.
List view of Profiles was missing
Date Range Field was important to target real-time data.
The ability to clone, rename and take bulk actions on profiles/profile lists.
The ability to show errors in the import.
The ability to define export before exporting. Ability to export more than 10,000 rows from Audience Profile / Cannot fully export Profile Lists
Flexibility in filters and sort profiles
The ability to add, edit and delete bulk profiles.
Import, export entire profile list/category
The ability to take bulk actions on profiles.
Able to see profile list details edit and view state (Permissions)
Enhancement: The screen should not jump to the top of the screen after closing the profile pane. It should stick to its position on the screen.
Insights
Plan & Target Customers
Help efficient planning and target customers across multiple social channels.
Data Management
Should enable easy upload and modification of customer data within a single platform.
Effective Communication
The brand should benefit from true content, to reach their customers with the right message.
Business Opportunities
Store customer contact information, identify sales opportunities, record service issues, and help brands manage their marketing campaigns.
Workflow Analysis
Existing workflow
I started with an understanding of the existing audience management workflow. By analyzing the existing workflow, I found that information was not organized and it needs a lot of improvement to fulfill user requirements as per the gathered data.
Workflow of an existing platform
Problem areas and the opportunity to improve
During the workflow analysis, I found that current Audience management was having real issues in terms of data, hierarchy, and the connectivity of the information.
Additionally, it was missing many things for example multiple social channels, full name, profile, description, etc. that were necessary for achieving the goals of the user.
Key elements like profile cards were not providing enough information upfront so that managers can easily identify them or take any major action.
Improvised workflow
In the improvised workflow, I focused on discoverability.
Prioritizing Information: The information hierarchy was the major issue in the earlier design.
Categorizing Information: I started with combing information that goes together by creating audience categories.
Static and Dynamic data structures: Focused on the static as well as dynamic data. Because of the ever-changing nature, this dynamic data was conceptualized to show the real-time activity and updates so that users can target the right audiences for their ad campaigns.
Bulk Actions: With the new workflow, users can easily take bulk action on the selected profiles.
Improvised workflow for Audience management platform
Redefining Goals
To allow synchronized customer data from all sources and manage all the audience information through one single unified platform.
To help brands bypass time-consuming manual processes of data handelling.
Concept building and Wireframing
Redesigning and defining micro-interactions on Profile Cards
Problem: During the research, I found out that the old profile card was lacking readability as well as a visual hierarchy. Also, many users have mentioned that information was cluttered and not able to read with clarity. The actions were not recognizable on the profile card.
Approach: I took the approach by prioritizing important elements to highlight in the profile cards because admin users usually prefer to see valuable data upfront on the cards. Priority was given to the information which is important to highlight the audience profile and help admin users to scan it quickly while scrolling. From a design perspective, profile cards are made simple yet intuitive.
Challenge: Managing lots of information in the limited space without having a clutter to read it was difficult. Imagine reading such information when scrolling through hundreds of card profiles.
Redesigning audience profile details
Problem: Managers were not able to filter out the data based on social profiles. Earlier, profile details were limited to basic descriptions.
Approach: After iterating many options, I recreated Audience profile details with the help of the side panel navigation so that managers can easily manage and edit the data. The main goal was to focus on filters, categories, important communications, and influence and participation index information. The functionality of filter by accounts and channels was included so that managers can easily view single profile data for a specific channel. Activity feed and manual notes features were also added to the profiles.
Import Bulk Profiles
Problem: In the earlier design missing information was not highlighted. It used to only show some error or missing info.
Approach: To allow importing multiple profiles at the same time with ease. With upload, the edit bulk customer profile data feature was added. The idea was to analyze the incomplete and repeated information and show it with specific errors.
Target segments in real-time
Problem: Targeting customer segments in real-time based on social data was challenging.
Approach: Designed many functions like extensive filters, Real-time segment, static and dynamic profile categories. Better context and stronger audience insights help brands manage their paid campaigns with greater precision and increase their overall effectiveness.
Secondly, systems handle the heavy data from which brands can use the customer information they already have—alongside social insights—to target and reach audiences with a relevant message at the right time, on the right social platform.
Visual designs
Profile List with different permissions
Edit state (Creating a list)
It allows creating profile categories. Filtering and easy sorting profiles help to target exact customer segments. The new design not only helps the brand to manage their customer data but also helps to edit and update information easily
View state
Those with limited access permissions, but who need to view profiles for other work can have a view without editing permissions.
Results and Outcome
Challenges during the project
Figuring out where the experience is dropping
Creating meaningful and valuable audience profiles with larger data
Creating an intuitive design to manage audience profiles
Enable data handling from multiple social channel perspective
Create a delightful experience for the managers.