WORK / NO . 002
How the journey feature I designed effectively communicated the marketing campaign to the right user segment.
YEAR: 2024
COMPANY: MOMO
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Context
As a super app, the data team at MoMo deals with hundreds of user segments to advertise various communication campaigns.
Suppose that with the development of the application, dozens of communication campaigns will be delivered to users every day. However, depending on the specific audience group, they are always interested in different communication events. Therefore, notifying the wrong user group about these campaigns will negatively impact the user experience and increase the abandonment rate.
The Journey Campaign feature is the solution that allows the marketing team to directly control advertising campaigns to be delivered to target user segments at the right time and through the proper channels within the app.
The outcome
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Journey list - Summarize all existing journey flows chronologically for tracking and management.
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Journey Information - Set up basic journey information for the system to collect user data.
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Journey Setup - Design the journey flow to target the appropriate audience for marketing.
The problem
The development team released the journey feature in the first version six months ago. However, due to difficulties in using this feature, the marketing team still relies on an Excel spreadsheet as the primary tool to determine how each communication event will be delivered to the right audiences.
Only the product development team (IT team, data team) can support the marketing department set up the management of communication methods
on the system. This management causes three major disadvantages:
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Unable to automatically add new users to the flow:
The user segments (segment size) are fixed at the time the development team sets up and determines the methods of marketing for each target group. Therefore, new users meeting the requirements will miss the event information after the setup.
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Slow processing and setup time:
The team takes up to three weeks to manage a journey delivering advertising to the right target audience, including many iterative steps (create - edit - review - request execution). The processing time may need to be longer for large campaigns.
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Difficult to visualize the journey flow:
The team confronts difficulties in managing numerous information flows on Excel files when designing conditions corresponding to user groups. This may result in mistakes during setup or necessitate several iterations.
Define challenges through usability testing
Some face-to-face interviews included business operators (BU team) who have worked with this system in designing the advertising journey flow to get a feel for the team's challenges.
By observing the execution process, they face several challenges that lead to misunderstandings or difficulty in operating the system. The key issues directly affecting user operations are as follows:
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The information structure is not logical:
When designing the journey flow, the information of the journey must be filled in for recording and processing the data hidden in actionable buttons. This leads to the obstacle of users not being able to monitor and review all the overall information needed.
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Lack of visibility interaction design:
The communication between the users and the system is invisible, and there are no instructions on creating the journey flow. This results in users spending a lot of time trying to understand how to engage with the system.
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Difficulty in visualizing the processing flow:
Indeed, no solution in the current version would enable users to ensure that the communication processes to each target group are reasonable. This always results in confusion among the users of the campaign information due to mistakes in the setup of the system.
The solution
I then outlined the following solutions to the identified UX problems. Therefore, the marketing team can handle the system independently, relying less on the product development team. Some of the key solutions are as followed:
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Improved information structure on the journey details page:
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Enhance interaction visibility and visualize the journey flow:
Result
In approximately two months of providing the first release to the BU team (business unit) and the operations unit, we got many surprising outcomes:
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Adoption rate increased - We measured a conversion rate of nearly 75% from managing via Excel files to working via the system. The high conversion rate also increased the speed of creating and processing journey flows by up to 50% (from 3 weeks to just 1.5 to 2 weeks).
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Reduction in development team workload - Overall, by improving the UX on the system, it becomes possible to optimize the creation and processing of flows for the marketing team without involving the product development unit. Thereby decreasing the time impact from the third-party teams on the marketing team.
Lesson learned
Through this project, I gained a wealth of valuable experience, including:
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UX Research - Understand and deep dive into the real issues users and businesses face to propose improvement solutions. Researching the market and similar solutions for reference and adjustment to fit the business needs.
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Teamwork - Working closely with the Product Owner and Developer team to comprehend the desires and challenges of each side. This collaboration enabled us to discuss and devise optimal solutions that balance both perspectives.
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