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Design at Scale: ExactTarget Case Study Prepared for October 14, 2015
Design at Scale: ExactTarget Case Study
Prepared for October 14, 2015
Hi, I’m Chuck and I’m also a
Partner at DesignMap.
1.4 Billion emails sent monthly
600 Million rows of data processed
per minute
99.99% uptime
4,600 clients
@DesignMap @ixdasf
2009
@DesignMap @ixdasf
Body text2009 2015
@DesignMap @ixdasf
What do we mean when we talk about scale?
@DesignMap @ixdasf
What do we mean when we talk about scale?
Technology complexity
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What do we mean when we talk about scale?
Technology complexityProject scope
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What do we mean when we talk about scale?
Technology complexityProject scopeUser base
@DesignMap @ixdasf
What do we mean when we talk about scale?
Technology complexityProject scopeUser baseData volume
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What do we mean when we talk about scale?
Technology complexityProject scopeUser baseData volumeDesign communication
@DesignMap @ixdasf
What do we mean when we talk about scale?
Technology complexityProject scopeUser baseData volumeDesign communication
@DesignMap @ixdasf
2,190 days working together
J F M A M J J A S O N D
2009 2010 2011 2012 2013 2014 2015J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N DO N D
@DesignMap @ixdasf
2,190 days working together
J F M A M J J A S O N D
2009 2010 2011 2012 2013 2014 2015J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N DO N D
Over that time, patterns have emerged.
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@DesignMap @ixdasf
The Design Process
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Research
The Design Process
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Research Concept
The Design Process
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Research Concept
The Design Process
Design
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Defining a Product Vision
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Diverge
Defining a Product Vision
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Diverge Converge
Defining a Product Vision
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Diverge Converge Execute
Defining a Product Vision
Connections 2010 Connections 2011 Connections 2012 Connections 2013 Connections 2014
Let’s step back a moment…
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Where did we start?
A 3 month project…
@DesignMap @ixdasf
Where did we start?
Stakeholder interviews Competitive landscape User research
A 3 month project… The initiative to redefine the user
experience within ExactTarget.
Objectives include:
Developing a more intuitive product that allows users to focus on their marketing tasks and be more productive.
Exposing the depth of functionality that currently exists in the product.
Making it easy to leverage all of the power of the application.
Improving Reporting Capabilities.
Globalizing the product so that anyone in the world can use the application effectively.
ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010
CARBON OVERVIEW
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Where did we start?
Stakeholder interviews Competitive landscape User research
@DesignMap @ixdasf
Where did we start?
Stakeholder interviews Competitive landscape User research
Personas User flows Concept design
@DesignMap @ixdasf
Where did we start?
Personas User flows Concept design
@DesignMap @ixdasf
Where did we start?
1. PLAN CAMPAIGN
2. TARGET AUDIENCE
3. CREATE CONTENT
3.1 SELECT CHANNEL
WEB APPLICATION
USER CONSUMER
interacts with
worksat
to
to
to
developsto
promote available and/ormaybe at a
may subscribe and indicate preference via
may have related to
at asatisfying
a of a
COMPANY STORE CONTEXTPRODUCTS, SERVICES
WEBSITE
.COM
Import Clean Audience Records
Segment Audience
Manage Audience Attributes
Manage Audience Preferences
MicrositeSMS
MARKETING PLAN
1.2.3.
Goals & Measures (Analytics)
SegmentMessage (Value Proposition)
Behavior (Orchestration)
Admin (Roles, approvals, etc.)
External Integrations
HD
Channel
INTERNET
EMAIL APPLICATION
GOALS & WANTS
PURCHASED TIME
is connected to
viewed by
External Data(Salesforce, etc.)
DB
may determine
may augment
@DesignMap @ixdasf
Where did we start?
@DesignMap @ixdasf
Where did we start?
@DesignMap @ixdasf
Where did we start?
ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010
APPLICATION MAP
Takeaways and Design Themes
The application is HUGE.
Primary tasks traverse great distances, across many many navigation areas.
There is great variety of user interface styles and interac-tion techniques presented inconsistently.
There is a dearth of lengthy wizards used for primary actions.
Labels for primary objects and actions are used inconsis-tently.
ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010
FEATURE LANDSCAPE
StreamSend VerticalResponse
SegmentationMailChimp
While it is straight-forward to add new subscribers or create a list, StreamSendmakes it impossible to add previously created subscribers to lists. It does a good job of allowing the user to create filters which impactsdown stream functionality like Triggers, especially when combined with intelligent user-defined fields.
New List
Add ContactImport Contacts
MailChimp does not allow you to add subscribers without a list and givesthe user easy tools to move lists, as well as manipulate the data.It is particularly good with bulk imports.MailChimp doesn’t support filters or segments and attempts to introducesgroups (like sub-lists) which is confusing and limited in application.
Filters (aka Segments)
VerticalResponse’s segmentation functionality is the among the best in the SMB category (next to Bench-mark). It provides easy to understand rule creation. In advanced mode rules can be easily added and appended with and/or settings. It is linked visually and aligns to the users mental model.
ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010
HEURISTIC REVIEW | User Flows
Key tasks were examined and improvement proposals created.
Create Newsletter
Import Subscribers
Create Subscriber List
Create Template
Create Content
Create Dynamic Content
Create Email
Test Email
Send Email
Create Email Program
Add Birthday to Subscribers
Send Test Email
Create Data Filter
Create User-Initiated Email
Create Program
ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010
FEATURE LANDSCAPE
StreamSend VerticalResponse
SegmentationMailChimp
While it is straight-forward to add new subscribers or create a list, StreamSendmakes it impossible to add previously created subscribers to lists. It does a good job of allowing the user to create filters which impactsdown stream functionality like Triggers, especially when combined with intelligent user-defined fields.
New List
Add ContactImport Contacts
MailChimp does not allow you to add subscribers without a list and givesthe user easy tools to move lists, as well as manipulate the data.It is particularly good with bulk imports.MailChimp doesn’t support filters or segments and attempts to introducesgroups (like sub-lists) which is confusing and limited in application.
Filters (aka Segments)
VerticalResponse’s segmentation functionality is the among the best in the SMB category (next to Bench-mark). It provides easy to understand rule creation. In advanced mode rules can be easily added and appended with and/or settings. It is linked visually and aligns to the users mental model.
It was time to design.
Connections 2010
Automation Studio Mobile Connect Campaigns SocialPages Report Builder
Connections 2011Connections 2010
Email Playbooks Contacts Mobile Push HubExchange
Report Builder
Connections 2012
You get
Analytics Journey Builder Journey Maps Gateway
HubExchange
Connections 2013
Gateway
You get the picture
Connections 2014
We’ve used these moments to extract and jumpstart execution of the vision.
So what does this all mean?
@DesignMap @ixdasf
Executives & Product Management
Design
Development& Platform
Customers
Vision
End Users
Execution
@DesignMap @ixdasf
We look to this group for market expertise and vision.
Executives & Product Management
Design
Development& Platform
Customers
Vision
End Users
Execution
@DesignMap @ixdasf
Executives & Product Management
Design
Development& Platform
CustomersEnd Users
We look to this group for market expertise and vision.
Vision Execution
Design provides themeans to turn visioninto tangible form.
@DesignMap @ixdasf
Executives & Product Management
Design
Development& Platform
Customers
We look to this group for market expertise and vision.
This group considers the platform implications throughPOCs and prototypes.
Vision
End Users
Execution
Design provides themeans to turn visioninto tangible form.
@DesignMap @ixdasf
Executives & Product Management
Design
Development& Platform
Customers
We look to this group for market expertise and vision.
This group considers the platform implications throughPOCs and prototypes.
Vision
End Users
Execution
Design provides themeans to turn visioninto tangible form.
This group has business needs to meet. These define the featuresand ground the execution.
@DesignMap @ixdasf
Executives & Product Management
Design
Development& Platform
Customers
We look to this group for market expertise and vision.
This group considers the platform implications throughPOCs and prototypes.
This group has business needs to meet. These define the featuresand ground the execution.
We work so this group loves to use the product, but don’t look to them for product vision.
Design provides themeans to turn visioninto tangible form.
Vision
End Users
Execution
Thank you!
