Beyond One-Size-Fits-All
Crafting authentic brand connections through personalized share options
Myself + Product Manager + Design Leadership Feb-April 2023
Team and Duration
Clients
Fortune 500 Companies
Advocacy is a crucial element of modern marketing as it amplifies word-of-mouth through satisfied customers, brand enthusiasts, and influencers. Recognizing this power, we introduced a feature that enables administrators to offer multiple share copy options per channel for advocates. This amplifies the impact of advocacy campaigns, driving authentic connections, brand growth, and nurturing customer engagement and loyalty.
Overview
Solo Product Designer
I led the design of the Multicaption feature from 0-1, from researching, identifying opportunities, designing, and handing them off for implementation.
My Role
THE PROBLEM
The traditional approach to advocacy on the Sprinklr platform originally relied on a one-size-fits-all share copy option for advocates, limiting personalization, and engagements. This uniform sharing format constrained the advocates.
GOALS
To empower advocates to personalize their messages across various channels. This feature needed to be designed for both personas: administrators and advocates.
SUCCESS METRICS
Advocacy Participation Rate
Measuring advocates’ engagement to gauge the effectiveness of the design
Content Reach
Monitoring the. extended reach of advocacy generated content to expand brand visibility
User Satisfaction
Is it user-friendly based on the advocate and administrator satisfaction scores?
Conversion Rates
Will this design impact lead generation, sales, or signs?
THE SOLUTION
A feature was introduced to enable administrators to offer multiple share copy options per channel. For an advocate, this enabled them to be more authentic in their messages. This enhancement boosts participation, extends content reach, and increases conversions, all while ensuring brand consistency.
So let’s deep-dive!
The Campaign Control Center for Administrators
The backend publisher simplifies the process for administrators to add pre-defined captions and content, ensuring consistency and resonance in advocacy campaigns across social media channels. Efficient management of these messages enhances the overall impact and engagement of advocacy campaigns.
Advocate Centric Content Personalization
Guided workflows help agents simplify tasks, enforce consistency, reduce errors, decrease assistance time, and enhance customer service delivery.
USER RESEARCH
Navigating Research Constraints
The path to this goal faced constraints. In-depth research was hampered by various factors such as time constraints, resource limitations, and evolving priorities. Due to these roadblocks, I had to rely on a broad understanding of user needs through user research interviews
The Overarching Painpoint
1. Pain Point: Advocates felt frustrated due to limited content personalization, which made them feel inauthentic while engaging with their diverse followers.
2. Opportunity: Empower advocates by expanding message options, enabling them to craft their own compelling messages tailored to diverse platforms and audiences.
3. The Ask: How can we provide advocates with a tool to create more tailored content, fostering deeper engagement?
This limitation served as the catalyst for the design approach.
THE DESIGN APPROACH
Iterative Design Triumphs Constraints
Confronted with research limitations, an iterative approach was embraced with our clients guiding the way. Rather than traditional testing, we refined our feature based on evolving product and business requirements. This approach turned constraints into strengths, leading to a finely tuned outcome that balanced the client’s requirements as well as design principles.
Iteration 1: Can't work because yes, this follows design system, but not requirements of editing power
Iteration 5: Here, the focus was to solidy the journey of switching between channels. PMs came back saying that phrases can vary based on social media type
Iteration #Idontknow: too bulky and overwhelming. This was originally considered because there was a default way of seeing all options simultaneously. At this time, the requirement of editing power was not in the criteria.
Another iteration out of MANYYY
Final Iteration! Here, an advocate can browse through predefined and edit/tweak as needed. 2) Inline editing design as default for simple usability. 3)You can see that the footer is different here. The coin total is added for advocacy platform consistency. A new requirement from PMs to show how many coins posting this message - a Sprinklr advocacy gamification feature
OUTCOMES
+45% increase in adv participation
+30% Conversion Rates
+60% Content Reach
+85% Advocate Surveys
“Personalization makes advocacy effortless”
THE RETROSPECTIVE
Less is More
Agile Adaptability.
Design Improvements never end and neither do client requirements. Balancing both is a skill as a designer.
With more time and user needs in mind, I would continue to iterate on this modal design after more user interviews and research. Do we need 6 predefined captions? Is that too many? Is this coming from the Users? What can be optimized better? In-depth research is still necessary. Also, I would add A/B testing to the list for more informed and data-driven results.
One Takeaway from this project: Awareness
When working on projects, it's crucial to look at things from a bird’s eye view, considering aspects such as strategy, collaboration, and holistic understanding. While you may be focused on a small part of a larger puzzle, understanding the end goal is vital. It's important to comprehend how the feature fits into the product as a whole, how to integrate it with established features, and how it will be positioned in the market. Throughout this process, cross-collaboration was essential to ensure alignment with the product vision and goals.