Enable a streamlined multi-tier approval process for marketing content that is intuitive yet flexible;
and scalable from small teams to enterprise level organisations
Marketing teams are struggling to manage the volume and complexity of hierarchical content approvals across different teams, departments and authority levels.
A single, templated yet highly configurable workflow is needed with SLA-based deadlines to provide process transparency, brand oversight, efficient delivery of content to market, and a clear audit trail for compliance purposes.
As a Legal & Compliance Officer, I need to ensure all output is aligned with our legal obligations so we avoid the cost and brand damage of regulatory issues.
As a Campaign Manager, I want to ensure content produced by my team is approved efficiently by successive tiers of stakeholders so that we meet our campaign deadlines.
As an Assistant Branch Manager, I want to be involved early in the approval process so I can ensure my requested marketing collateral is actioned and delivered on time.
Currently, approvals occur using a haphazard and confusing combination of asset spreadsheets; Gantt charts; and complex email chains with attachments prone to loss, versioning issues, and filesizes too large to transmit.
Data and user feedback from the previous platform revealed the approvals process was confusing, inflexible, and offered little visibility over progress including upcoming approvals required.
Competitor approval solutions by e.g. Workfront and Opal are either too onerous, lack flexibility, or too generalised to meet the specific needs of marketing teams.
User flow maps and low-fi wireframing focused on several key challenges:
Setting up approval tier grouping including re-ordering and deleting
Enabling on-the-fly re-configuration: add / delete / move approvers or levels, plus selectively re-start the process
Managing due dates with logic-based pre-emptive error conditions
Leveraging & aligning with existing platform patterns, components and conventions
Surfacing current approval status to job participants
Ensuring user flow was obvious and using the progressive disclosure principle to allow quick access to more complex interactions like re-ordering and re-approval selections
Multiple iterations of the proposed solution were reviewed, tested and iterated upon, with improvements based on feedback regarding status selection when re-starting the approval process (different UI elements were experimented with including checkboxes, tile selection, toggle buttons etc).
The decision was also made to transpose content from a modal shell into a platform-standard inspector pane once that component became available. This was following a general lean MVP approach to software releases.