Sampling campaigns
Context
When retailers want to increase or generate organic User Generated Content (UGC) for new products, Bazaarvoice will send products to targeted members in Influenster's 7.5M+ community (Influenster is another product in the Content Acquisition Services (CAS) portfolio). The objective of this is to influence or encourage more people to buy their products. Clients can use the Bazaarvoice network to specify a number of audience attributes, for example, where members live, their age or their gender. Members will leave reviews through the Members app.
The problem
Previously, clients had to fill in and Microsoft Excel sheet with the details of the products they want to include in their campaign, as well as the demographics of the members they want to sample the products.
Current BV admins send clients manual updates on how the campaign is progressing as well as create pdfs/powerpoint presentations to show how the campaign performed at the end of the campaign. They manually pull this data from a variety of datasources and then use standard templates to create a client-facing version of the report, which they send to clients as an email attachment. This means that:
- Clients can’t view real-time status updates of their campaign
- Clients have to wait till a few weeks after the end of the campaign to get the campaign wrap report from the BV admin
- This increases the perception that Bazaarvoice takes a very long time to get reviews for a campaign, which has often been referenced in NPS comments as well as when we lose to competitors (like Sozie).
- Admins are also spending up to 3.5 hours hours PER campaign creating these reports
- Time taken to create campaign wrap report for 1 campaign:
- Pull performance data - 30 mins
- Create client-facing PowerPoint - 2 hours
- We run roughly 700 voxboxes and TryIts per month ⇒ whopping 1750 hours or 219 human work days (!) spent per month across all admins for all campaigns [not including RMS/BMS/NMS, and not including updates provided during the campaign period]
Current BV admins send clients manual updates on how the campaign is progressing as well as create pdfs/powerpoint presentations to show how the campaign performed at the end of the campaign. They manually pull this data from a variety of datasources and then use standard templates to create a client-facing version of the report, which they send to clients as an email attachment. This means that:
- Clients can’t view real-time status updates of their campaign
- Clients have to wait till a few weeks after the end of the campaign to get the campaign wrap report from the BV admin
- This increases the perception that Bazaarvoice takes a very long time to get reviews for a campaign, which has often been referenced in NPS comments as well as when we lose to competitors (like Sozie).
- Admins are also spending up to 3.5 hours hours PER campaign creating these reports
- Time taken to create campaign wrap report for 1 campaign:
- Pull performance data - 30 mins
- Create client-facing PowerPoint - 2 hours
- We run roughly 700 voxboxes and TryIts per month ⇒ whopping 1750 hours or 219 human work days (!) spent per month across all admins for all campaigns [not including RMS/BMS/NMS, and not including updates provided during the campaign period]
My role
I carried out the full end to end design process.
Process
User research
I carried out user interviews with 10 of our most engaged clients, all of whom are FTSE100 companies.
Synthesis
The following points came up most frequently across all of the client interviews:
- Clients need real-time overview statistics so that they can update relevant teams and make appropriate adjustments to their campaigns i.e. add new audience demographics if they feel they haven't received the right type of reviews
- Want blunt statistics as opposed to storytelling data: they would prefer this in a PDF
- Be able to sort campaigns from those In progress and those Completed
- Need a modern UI that's engaging and easy to work through
- Be able to quickly understand the outcome of the campaigns, as opposed to focus on what's in the campaign. This is because they have created the campaigns so they're less concerned about the details of the products
- Be able to download a PDF of the campaign outcomes so they can distribute the results to relevant teams within their company, but also be able to prove that this is a worthy investment to C-suite when budget renewals are discussed
- Social media is not a core focus for Sampling campaigns, so the images uploaded by members will be used to gauge if there are product faults or other issues. Traackr is an exemplary tool used to help our clients understand engagement and reach of their product posts across social media (shown below)
- Clients need real-time overview statistics so that they can update relevant teams and make appropriate adjustments to their campaigns i.e. add new audience demographics if they feel they haven't received the right type of reviews
- Want blunt statistics as opposed to storytelling data: they would prefer this in a PDF
- Be able to sort campaigns from those In progress and those Completed
- Need a modern UI that's engaging and easy to work through
- Be able to quickly understand the outcome of the campaigns, as opposed to focus on what's in the campaign. This is because they have created the campaigns so they're less concerned about the details of the products
- Be able to download a PDF of the campaign outcomes so they can distribute the results to relevant teams within their company, but also be able to prove that this is a worthy investment to C-suite when budget renewals are discussed
- Social media is not a core focus for Sampling campaigns, so the images uploaded by members will be used to gauge if there are product faults or other issues. Traackr is an exemplary tool used to help our clients understand engagement and reach of their product posts across social media (shown below)
New designs
Landing page
Clients can see all campaigns either in progress or completed, as well as sort through them. The aggregate statistics shown in the cards reflect the total across all campaigns related to the instance.
Campaign view: Overview
Clients are able to view individual campaigns in detail.
Campaign view: Reviews
Clients can scroll through and filter reviews left per campaign: they can filter by Date or Product.
Campaign view: Media
Clients can view all media attached to reviews through this media gallery. They can use a bulk actions pattern to download singular media or in bulk.
Process
Internal research
Gathering feedback on the filters from Fullstory, Productboard, emails and relevant folders was important to do before beginning to re-design the filters.
I annotated all of the filters so that the feedback was collected in one place, and so that other relevant designers and engineers could better understand the design issues.
UX research
Fullstory
Users are rage clicking to get rid of pills instead of clicking 'clear all,' and that there is a lot of inconsistency with the copy across the filters (this has been influenced by individual teams making their own changes instead of using the Aperture Design System.)
Our enterprise clients are using many 'Saved filters': one is using 150 saved filters. This exemplified their importance
Users don't know if components are clickable or not, buttons aren't functioning properly, there are invisible overlays and there are broken elements
User interviews
I spoke with various product teams internally to gauge specific needs in relation to their product to ensure that we are incorporating all user needs into the filter as the Date and Product pickers are used across several products. I also carried our a number of user interviews with a mixture of enterprise and SMB clients.
Outcome
This project in still in flight, but I am working on high-fidelity prototypes that will be used for user testing.
I have been working with Client Success Managers to identify clients who would be keen to test the new filter design. I will ask clients to complete tasks in order to gauge if the filter is easy to use in order to complete complex tasks. I also plan to partner with a dedicated Aperture copywriter to ensure all copy is consistent and comprehensive across the filters.
Once user testing is complete and appropriate changes have been made, I will create design tokens and work with Engineering to build the filters.
I have been working with Client Success Managers to identify clients who would be keen to test the new filter design. I will ask clients to complete tasks in order to gauge if the filter is easy to use in order to complete complex tasks. I also plan to partner with a dedicated Aperture copywriter to ensure all copy is consistent and comprehensive across the filters.
Once user testing is complete and appropriate changes have been made, I will create design tokens and work with Engineering to build the filters.
Date picker
Product picker
