Adding form to function
European software company Selligent had a solid user base for their dual Campaign and Engagement Sphere marketing automation platforms, but they knew they could do better.
They were facing mounting pressure from their competitors, and although their solutions were loaded with industry-leading features, from a UI design standpoint they weren’t keeping pace with the times.
What was needed was a comprehensive UX update to merge the two products and enable a host of new features, along with a complete overhaul of the visual UI to bring the platform up to date with trends in contemporary enterprise application design.
User driven from the start
We began with a series of customer interviews. We spoke with current Selligent customers—as well as marketers using competitor’s platforms—to learn more about how they work, and to understand strengths and weaknesses of the existing design.
We then led a collaborative Clarity Lab workshop with the Selligent team to consider both familiar and new use cases, with the goal of updating the platform for the near-term feature set, while allowing for the addition of future functionality.
Our first area of focus was the Journey Builder—a drag-and-drop interface for designing complex marketing journeys.
One design system to rule them all
We created an updated unified design system, built on a system of components, all sharing the same base grid and overall proportions. We combined these components into larger modules where we saw repeating tasks and features. We also kept track of interaction patterns in order to keep the usage quickly learnable for a new user, and familiar across the platform for experienced users.
This system made it possible to quickly design the Content (i.e. email design and management) features of the platform. Instead of starting from scratch, we extended the design language into this WYSIWYG email layout feature and only added new elements when it was absolutely necessary.
Total transparency vs. the big reveal
We evolved the design system over the course of a series of iterative 1-week design sprints in constant collaboration with Selligent’s team in Belgium. Because they had visibility into the developing system throughout the process, the final delivery was more of a last confirmation of a few details than a big release. This meant their team was able to begin their work while design was still in progress and refine as the details became more finalized.
Selligent’s team built out and launched the fully redesigned platform on time, and they were recently named Best B2C Marketing Automation Platform, 2018 by the MarTech Breakthrough awards, putting them in the company of brands like Marketo, MailChimp and HubSpot.
I’m very pleased with the approach that Fell swoop has taken. They’ve hit just the right balance of action vs. analysis, and consultation vs. independent creation.