Problem Statement
Prior to this feature, MessageGears lacked a comprehensive goal tracking system for conversion events. Marketers and technical users faced challenges in:
- Defining user actions (e.g., purchases, signups, engagements) across campaigns.
- Configuring event-based goals without technical intervention.
- Analyzing real-time user behavior to optimize marketing strategies.
- A potential client required robust conversion tracking, making this a key initiative to address market needs.
Identifying the Problem
Prior to the introduction of this feature, MessageGears lacked a comprehensive goal-tracking system for conversion events, making it difficult for both marketers and technical users to effectively track and analyze user interactions.
Marketers struggled to define key user actions, such as purchases, signups, and engagements, across campaigns without technical assistance.
Marketers struggled to define key user actions, such as purchases, signups, and engagements, across campaigns without technical assistance.
Competitor Analysis
Conducted competitive research on Braze, Customer.io, CleverTap, Airship, Iterable, Hightouch, MoEngage, and WebEngage to evaluate existing solutions.
✅ Strengths of Competitors: Advanced goal-setting features for marketing automation. SQL-based event tracking with segmentation capabilities. User-friendly dashboards for conversion insights.
MessageGears could differentiate by: Combining SQL event configuration with a marketer-friendly drag-and-drop interface. Providing real-time data extraction for more accurate goal tracking. Offering seamless campaign integrations for a holistic event tracking solution.
✅ Strengths of Competitors: Advanced goal-setting features for marketing automation. SQL-based event tracking with segmentation capabilities. User-friendly dashboards for conversion insights.
MessageGears could differentiate by: Combining SQL event configuration with a marketer-friendly drag-and-drop interface. Providing real-time data extraction for more accurate goal tracking. Offering seamless campaign integrations for a holistic event tracking solution.
Goal
The objective of this initiative was to empower both marketers and technical users with a robust conversion tracking system that:
✅ Allowed marketers to define goals easily without SQL knowledge.
✅ Enabled technical users to build event tracking via SQL queries.
✅ Provided real-time conversion tracking for accurate insights.
✅ Positioned MessageGears as a more flexible and scalable alternative to competitors.
✅ Allowed marketers to define goals easily without SQL knowledge.
✅ Enabled technical users to build event tracking via SQL queries.
✅ Provided real-time conversion tracking for accurate insights.
✅ Positioned MessageGears as a more flexible and scalable alternative to competitors.
Approach & Solution
Developed a multi-layered conversion event tracking system featuring:
- Table Event Creation: A marketer-friendly UI for setting up conversion goals.
- SQL-Based Custom Event Queries: Empowering technical users and data admins with direct event control.
- Preview & Error Handling Modals: Allowing users to troubleshoot event configurations before launch.
- Campaign Integration: Seamlessly linking conversion tracking with campaign workflows.
Process
1. Research & Discovery
- Competitive Analysis – Researched Braze, Customer.io, CleverTap, Airship, Iterable, Hightouch, Moengage, and WebEngage to analyze industry best practices and gaps.
- Client Requirements – Engaged with a stakeholders to understand client expectations and tailor the solution accordingly for a MVP.
2. Defining User Needs & Challenges
- Marketers needed an easier way to define and track conversion events without SQL knowledge.
- Technical users required greater flexibility to customize event queries.
3. Wireframing & User Flow Optimization
- Created low-fidelity wireframes to explore different layout and interaction models.
- Designed Table Event Setup – A no-code solution for marketers to configure conversion goals effortlessly.
- Designed SQL-Based Customization – A dedicated query builder for technical users to create advanced tracking configurations.
- Designed Preview & Error Handling Modals – Introduced validation steps to prevent misconfigurations before launch.
4. UI Design & Integration with the Design System
- Developed mid and high-fidelity mockups using the updated design system for consistency.
- Ensured accessibility compliance with proper contrast, text sizing, and interactive elements.
- Designed iterative UI prototypes covering the campaign event list page, SQL and table workflows, preview modals, and error states for user testing.
5. Iterations
- Refined the UI and interactions based on design crits and Init Reviews with Engineering, Stakeholders, Product Managers.
Competitive Research
✅ Strengths of Competitors:
- Advanced goal-setting features for marketing automation.
- SQL-based event tracking with segmentation capabilities.
- User-friendly dashboards for conversion insights.
❌ Weaknesses Identified:
- Rigid event management: Some platforms limited flexibility for technical users.
- Lack of real-time data control: Most competitors had delayed event syncing.
- Overly complex workflows: Many tools required engineering support for setup.
User Personas
Persona 1: Marketer
- Needs: Use an intuitive, no-code interface to define event-based goals.
- Pain Points: Cannot configure conversion goals independently due to reliance on SQL queries.
- Solution: Table event setup allows Sarah to define goals effortlessly.
Persona 2: Data Admin
- Needs: Have full control over event configurations using SQL queries.
- Pain Points: Current platforms have limited flexibility for SQL-based event creation.
- Solution: Marketers can configure basic events themselves, reducing engineering workload.
Conversion Event List Page
Table Event UI (Marketer)
SQL UI (Data Admin)
Campaign Goals
Campaign Goals
Campaign Goals
Configure Campaign Goals
Configure Campaign Goals
Configure Campaign Goals
Preview Modal
Preview Modal - Error / Loading State
Additional Mockups
