Problem Statement
Before this initiative, MessageGears lacked a dedicated user lookup tool within its web application. The absence of a centralized profile view made it difficult for users to:
- Quickly retrieve and analyze customer engagement data.
- Filter or customize queries based on specific campaign touchpoints.
- Seamlessly integrate with marketing workflows for improved personalization.
With interest from a potential new client, this missing functionality became a priority, leading to the development of the User Profile feature.
Identifying the Problem
MessageGears lacked a user profile lookup feature, making it difficult for marketers and technical users to quickly access customer data and campaign history. A potential new client required this functionality, making it a critical addition to the platform.
Competitor Analysis
Conducted a competitive analysis of Braze, a key player in the market, to identify strengths, weaknesses, and opportunities for differentiation. Braze’s strengths included a quick and efficient user lookup system and well-integrated engagement tracking, making it a solid choice for marketers needing streamlined access to customer data. However, we identified key weaknesses, including limited customization for technical users, rigid filtering options, and the absence of tailored workflows for different user roles, which restricted flexibility.
Goal
For marketers, it provided a simplified approach to accessing customer data, eliminating the need for technical intervention. At the same time, it empowered technical users by allowing advanced customization through a flexible query builder. By implementing this solution, MessageGears positioned itself as a stronger competitor in the market, offering a more adaptable and user-friendly alternative to existing solutions like Braze.
Objectives
- Enhance Platform Capabilities: Introduce a robust user profile lookup tool for quick and detailed customer insights.
- Improve Data Accessibility: Allow marketers to retrieve campaign engagement data without technical expertise and give technical users the ability to customize queries.
- Increase Competitive Edge: Position MessageGears as a more flexible and scalable alternative to Braze.
- Meet Client Needs: Ensure MessageGears could secure the potential client by delivering the requested functionality.
Process
1. Research & Discovery
- Researched industry best practices to benchmark against competitor user profile designs.
- Competitor Analysis and Competitor Research
2. Defining User Needs & Challenges
- Identified key user and business needs.
3. Wireframing & User Flow Optimization
- Created low-fidelity wireframes to explore different layout and interaction models.
- Streamlined the user flow for updating profile information, reducing unnecessary steps.
- Designed dynamic profile sections that adapt to user preferences and activity.
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.
5. Iterations
- Refined the UI and interactions based on design crits and Init Reviews with Engineering, Stakeholders, Product Managers.
- Addressed edge cases, such as incomplete user data, error handling, and privacy settings.
6. Handoff & Implementation Support
- Created detailed design documentation for developers, ensuring smooth implementation.
- Worked closely with engineering to resolve UI/UX challenges during development.
Competitive Research (Braze Analysis)
Braze Strengths:
- Pre-built user lookup tool with fast search capabilities.
- Well-integrated engagement tracking features.
- Strong visualization of campaign interactions.
Gaps Identified in Braze:
- Limited customization for technical users who need advanced query-building.
- Rigid filtering options that don’t support complex data retrieval needs.
- No differentiation between marketer and technical user workflows.
Opportunities for MessageGears:
- Provide a dual-interface solution catering separately to marketers and technical users.
- Develop a Profile Lookup Builder with SQL customization.
- Improve campaign tracking visibility with clearer engagement history.
User Personas
Persona 1: Marketer
- Needs: A quick and easy way to retrieve user profiles and campaign engagement data.
- Pain Points: Struggles with accessing historical campaign data without relying on technical teams.
- Solution: A search-based interface that allows for quick user lookup with engagement history.
Persona 2: Technical User
- Needs: The ability to customize queries, retrieve complex data sets, and troubleshoot user issues.
- Pain Points: Limited flexibility in other tools, lack of SQL-based query building.
- Solution: A Profile Lookup Builder enabling full control over data retrieval.
UI for technical users that is featured in the Admin section of the application. (SQL builder)
Filled and Empty State
UI for the Marketer. (Search functionality)
Outcome & Business Impact
- Secured the potential client by delivering a feature that met their needs.
- Improved internal efficiency by allowing both marketers and technical users to access data without external support.
- Enhanced platform competitiveness by offering a customizable, scalable, and user-friendly alternative to Braze.
Additional Mockups
A small portion of the many mockups used in development, exploration and concepts.
