What Is Marketing Center
Marketing Center is an online campaign/ad creation platform that lives within Thryv's business platform. I had the privilege to lead this application from concept to conception. We created the application to help our users promote products, services, or brands as a whole on sites like Facebook, Instagram, Youtube and any other site ads are able to be ran.
Research
I started by doing extensive competitive research and analysis to identify what solutions exist, what's working for others in the market, and where we might be able to improve. I studied applications like facebook ads manager, and google ads for inspiration.
Interviewing
Once I finished with the research I did interviews with existing customers on what campaign creation/ad creation platforms they were using through various interviews and learned what features our customers needed from us. In combination of our gathered data from interviews and prior competitor research, we built a list of key takeaways that would help create a seamless experience for our customers.
Key Feature Takeaways From Competitors:
1. Campaign level
2. Ad level
3. Campaign objectives
4. Campaign types
5. Ab testing
6. Campaign budget optimization
7. Lookalike expansion
8. Targeting audience
9. Automated campaign ads
10. Positive keywords
11. Negative keywords
14. Campaign scheduling
15. Geo-target radius
16. Campaign trackers
Sketches and Low-Fidelity Wireframes
I started creating sketches to get an idea of how I wanted the application to look and then to black and white mid-fidelity mockups. Our initial idea for the campaign creation feature was to have a full view showcasing everything that needed to be filled prior to the campaign launch. With this approach users had the ability to edit their campaign without needing to go back and forth. After some testing and further discussion, we decided to create a step-by-step wizard where users placed information for their campaign launch. We allowed users to move back and forth allowing users to have less form fatigue and a sense of control. I also designed the overviews page, recommendations page, and analytics. The tools page was still being discussed at this time so we decided to finish those mockups within the near future.
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1st Sketch of campaign creation page
2nd Sketch of campaign creation page with wizard
User Testing
Once our mid-fidelity mockups were created and finalized we tested our flow through User Testing. We used User Testing where we were able to test 10 unmoderated tests. Our results came back 100% positive, and we were now ready to start our journey on bringing our application to life.
Hi Fidelity Prototype
After our user testing I got together with the marketing team who supplied us with logos, iconography, and images. We also used the components from our design system to build our platform as well. This project took about 5 - 6 months which changed bit by bit over the course of its initial creation.
View of Overviews page and Recommendations page
Campaign Creation Wizard