Campaign Performance

role: lead user experience designer

The Challenge

Within the Platform, Campaigns are scheduled and targeted user engagement of any kind including messaging, promotions, coupons, offers and display advertising. The Campaigns module allows users to set goals around their campaigns and collect data over time to analyze campaign effectiveness and trigger additional marketing activities.

Based on user and client feedback, we wanted to redesign the Campaigns Module performance page to be more useful and actionable.
Many clients have different needs and methods of recording performance, the performance feature must scale to be useful for various types of clients.
Within a campaign are different assets such as the execution (the creative unit, ie. a graphic display), and the messages (the method that the user receives information about the campaign, i.e. a push notification). In the previous version of the Campaigns module, the user could only see performance metrics on the campaign overall, but could not drill down into the performance of the various assets. We wanted to be able to report on the campaign performance as a whole, but also allow the user to have the power to further drill down and even compare different assets within the campaign.

Iterations and User Feedback

This feature went through multiple rounds of iterations and feedback to refine what would be the most helpful for the user.
The first iterations were primarily focused on high level metrics and graphs, which looked interesting but when we placed it in front of users, they found it pretty but confusing - not really helping them extract useful information.
We realized that due to the complex nature of campaigns, and how much data is within them, it was too overwhelming to present everything to the user at once. This led to reorganizing the way that the information was organized. Instead of starting off with a lot of information, the user would be presented with high level metrics about the campaign, and be able to filter and drill down further depending on what they were looking for.

Final Design

The user begins on the overview page, which gives them a high level look at the performance of the campaign, as well as the top performing assets within the campaign. If the user just wants to quickly see how the engagement of a campaign is doing, and which messages are are performing the best, they would find that information on this page. If the user wants to drill down and get more detailed metrics, they can toggle to the next tabs.
The execution and message tabs allow the user to select different assets within the campaign, and compare the metrics for each. An example is if a user is testing two different types of messages to see which performances better, they could select those two messages over a period of time, and see the metrics for each. They could also compare these two metrics to the overall engagement of the campaign, and if there are spikes in campaign engagement, can correlate that spike with a specific message.
The audience tab shows the user a breakdown of campaign performance based on audience demographics.
The funnel tab shows the user a visual representation of campaign performance. Here they can see how many people were targeted by the campaign, and from that how many engaged vs didn’t engage, etc. On this tab the user can also take action by hovering over the “did not” section, where they can re-engage the user with a message.