The challenge: One week you say? Let's get to work then.
Research? Are you mad! There’s no time for research! Go go go!
The concept of a design sprint was somewhat bastardised for this exercise, the goal of which was to quickly explore a potential translation of key new platform features into the mobile space, without much depth of investigation or testing. This was intended to spark the imagination of the rest of the company, stimulate conversation and build some momentum for the more rigorous design to come.
Our design approach was based on an understanding of the existing marketing operations platform, which had huge gaps in user experience, feature set and technology. Some of the use cases and features were extensions or re-inventions of v1, while others were entirely new; based on feedback gleaned from existing users.
As a Legal & Compliance Officer, I need to know when there is work for me to review, and be able to action it quickly so I'm not blocking anyone else.
As a Digital Designer, I want to know what work needs to be done, by when, and with consistent and adequate briefs, so that I can Get Shit Done and not get my arse kicked all the time!
As CMO, I need oversight across all marketing activity planned or in progress, including those at risk plus performance analytics, so that I can look amazing in front of the board at bonus time.
As a Campaign Manager, I want to plan then execute campaigns including allocating work and tracking progress, so that I can efficiently and confidently bring new content to market in a timely manner.
General conceptual user flows were first mapped out across the various areas of the platform, based on previous persona solutioning workshops.
A shared sketch UI shell template was then created for broad alignment across each of the four navigational / functional areas, each of which was assigned to a member of the design team to soluiton
We then worked in parallel to wireframe key screens and interaction points, then add granularity via regular check-ins to ensure were all using the same general approach in terms of content and interaction patterns.
Campaign, job and task planning, creation, execution and management including iterative asset review and approval… the core of the application.
Timeline visualisation of in-market assets via filter sets of domain-specific attributes e.g. persona / segment / channel.
Set hierarchical targets in an OKR framework to align, measure and forecast activity at all levels across the organisation
Analytics and reporting functions including external data integrations to measure performance from a macro down to a granular level
The scope and timeframe didn’t allow for much validation or iteration... many concepts we surfaced were later revisited for deeper exploration.