Problem Statement
Before Embedded Campaigns, MessageGears users had no native way to launch embedded campaigns. This lack of functionality meant:
- Users had to rely on external tools or custom-built solutions, increasing time and effort.
The goal was clear: build a seamless, scalable solution for embedding campaigns within applications—without relying on external tools or heavy engineering support.
Identifying the Problem
Prior to this feature, MessageGears users had no embedded campaign functionality. Embedded Campaigns needed to provide a powerful, flexible, and scalable system for embedding campaigns into applications, making it easy for both marketers and data admins.
Competitor Analysis
Conducted competitive research on Iterable and Swrve, two platforms that already offered embedded campaign capabilities.
Goal
The primary goal of Embedded Campaigns was to empower users to create and launch in-app campaigns natively within the Accelerator application—without requiring external tools or developer-heavy implementations.
Approach & Solution
To accommodate both marketers and technical users, we developed:
- A JSON-based campaign editor that allows advanced personalization.
- Schema Templates for structured campaign setup, making it easier for marketers.
- Real-time validation to catch errors before publishing campaigns.
- Device and platform selection to define campaign reach.
- Metrics tracking for button clicks and user interactions, allowing performance analysis.
- Integration with the Marketing Campaigns, ensuring a unified workflow.
Process
1. Research & Discovery
- Analyzed competitor platforms (Iterable & Swrve) for benchmarking.
- Defined JSON-based campaign requirements for flexibility and customization.
2. Defining User Needs & Challenges
- Marketers needed an intuitive way to create embedded campaigns without coding.
- Users required device/platform targeting and real-time validation.
3. Wireframing & User Flow Optimization
- Created low-fidelity wireframes to explore different layout and interaction models.
- Designed a JSON editor with Schema Template options.
- Created a campaign targeting flow for selecting devices and platforms.
- Designed Error States.
- Designed the metrics for Button Clicks.
- Integrated Embedded Campaigns into Marketing Campaigns for a seamless experience.
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 each flow.
5. Iterations
- Refined the UI and interactions based on design crits and Init Reviews with Engineering, Stakeholders, Product Managers.
Competitive Research
✅ Strengths of Competitors:
- Multi-channel campaign automation
- Mobile targeting & personalization
❌ Weaknesses Identified:
- Limited embedded customization
- No real-time validation for campaign setup
User Personas
Persona 1: Marketer
- Needs: Launch embedded campaigns without coding.
- Pain Points: Lack of performance tracking, making optimization difficult
- Solution: Tracks button clicks and conversions for performance insights.
Persona 2: Data Admin
- Needs: Full control over embedded campaign logic using JSON.
- Pain Points: Existing tools lacked flexibility for embedded content.
- Solution: Standardized workflows for smoother marketing-engineering collaboration.
Embedded Campaigns Selected
Embedding Campaigns Settings
JSON Default State
JSON
JSON Error State
Button Clicks Metrics
Marketing Campaign with Embedded Campaigns
Additional Mockups
