RTUM — Campaign Management System
Milan Zaveri
Brand Background
Redknee International is a leading supplier of digital SaaS products, Vodafone being one of their clients.
Project Overview
Product: RTUM (Real Time Upsell Management) — SaaS platform designed for managing marketing campaigns across various channels in the European region.
Objective: To create an intuitive, efficient, and scalable solution for managing large-scale marketing campaigns, enhancing user engagement, and improving overall campaign performance.
Target Users
Primary Users: Marketing managers, campaign strategists, and data analysts within the telecom company.
Secondary Users: Sales teams, customer service representatives, and executive leadership.
Mind map
Research and Analysis
User Research:
Methods Used: Interviews, surveys, and contextual inquiries.
Key Findings:
Users needed a unified platform to manage multi-channel campaigns (SMS, email, social media). The existing process was fragmented, with multiple tools and manual data transfers, leading to inefficiencies and errors.
Users required real-time data insights to make quick decisions.
A high level of customisation was necessary to cater to different campaign types and audience segments.
Competitor Analysis:
Reviewed existing SaaS products in the market to identify strengths and gaps.
Found that most competitors lacked a truly integrated solution that could handle the scale and complexity required by a telecom company.
Archetypes
Design
Archetypes:
Developed detailed personas representing different user types (e.g., marketing manager, data analyst).
Focused on their goals, pain points, and daily tasks related to campaign management.
User Journeys:
Mapped out user journeys to understand how each persona interacts with the platform.
Identified key touch points and potential pain points in the user experience.
Wireframes and Prototypes:
Created low-fidelity wireframes to outline the basic structure and functionality.
Conducted usability testing on wireframes with key users to gather feedback.
We created a feature to change the card based grid view to a list view on the campaign dashboard.
Iterated designs based on feedback, moving towards high-fidelity prototypes.
Focused on a clean, intuitive interface that minimised clicks and streamlined workflow.
Design System:
Aligned to the brand guidelines, developed a comprehensive design system to ensure consistency across the platform.
Included guidelines for typography, colour schemes, iconography, and interaction patterns into design system libraries.
Development
Agile Methodology:
Employed an Agile approach with sprints focused on delivering specific features.
Collaborated closely with development teams to ensure the design was implemented as intended.
Integrations monitoring:
Integrated with existing tools used by the telecom company (CRM systems, customer databases, analytics tools).
Enabled API connections for external data sources and third-party platforms.
Testing and Iteration
User Testing:
Conducted multiple rounds of user testing with the target audience.
Used both quantitative (task completion rates, time on task) and qualitative (user feedback) metrics.
Identified areas for improvement and iterated on the design.
Performance Testing:
Tested the platform under various conditions to ensure it could handle the scale and complexity required by the telecom company.
Focused on load times, data processing speeds, and real-time analytics.
Launch and Post-Launch
Launch Strategy:
Rolled out the platform in phases, starting with a pilot program.
Gathered feedback from early users to make final adjustments before full-scale deployment.
User Training:
Developed comprehensive training materials, including video tutorials, user guides, and in-platform help.
Offered live training sessions and Q&A forums to assist users during the transition.
Post-Launch Monitoring:
Set up analytics to monitor platform usage and identify areas for further improvement.
Continued to gather user feedback to guide future updates and feature enhancements.
Results and Outcomes
User Adoption:
Achieved a high adoption rate within the first three months of launch.
Positive feedback on the platform’s ease of use, efficiency, and comprehensive feature set.
Impact on Business:
Reduced campaign setup time by 40%, allowing for more agile marketing strategies.
Improved data accuracy and consistency across campaigns.
Enhanced ability to track and optimize campaigns in real-time, leading to a 25% increase in campaign ROI.
Lessons Learned:
The importance of continuous user involvement throughout the design process.
The value of an integrated design system in maintaining consistency.
The need for ongoing support and training to ensure long-term user satisfaction.
Conclusion
We could reflect on how the design process contributed to the success of the platform. Any future scalability plans and potential new features for the platform’s development are well integrated.
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Posted Jan 26, 2025
Real Time Upsell Product Design reflects on how the design process contributed to the success of the platform with future scalability + new features integrated.
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