Rewards Network
Client Portal Marketing Module
Helping merchants see the value of marketing
Role: Senior UX Designer | Agency: Rewards Network
Clients can’t measure the value of what they don’t understand
Our goal was to design a “Proof of Marketing” client portal module that would give merchants exclusive insights into national and locally focused marketing efforts across the 20+ nationwide dining programs currently in market—a portal feature that would serve up data, analytics, and live examples of all current marketing efforts across every channel.
I worked with sales and leadership on strategy, led testing, created all wireframes, and oversaw delivery to development.
Discover & Define
User Needs
Our focus started with owners who already use the Marketing Services product.
They were more engaged and stayed on the program longer. But, they didn’t always understand what marketing efforts were being done on their behalf. Which, in turn, meant they didn’t understand the value of those efforts.
Highlighting the marketing program was integral to increasing awareness of our value and retention of our restaurants.
In addition, the national sales teams could continue to use this feature as both a merchant prospect and a “save” tool.
Business Objectives
In collaboration with Product and Marketing teams, business goals were defined , and I used that information to propose UX and visual concepts.
Success was defined by a reduction of merchant churn for those who received the Marketing “Proof of Value” email series, as well as a reduction in operational costs and an increase in portal engagement.
Content Audit
I created a audit of proposed content that was aligned upon by the sales, marketing and product teams.
Site Structure & Flows
I updated the site structure and user flow. We wanted to provide quick access to the right content and functionality, so merchants could edit any relevant information in relation to their marketing needs.
Site Map
User Flow
Low-Fidelity Wireframes
I then created lo-fidelity wireframes outlining needed content and functionality mapped back to user needs.
Develop & Deliver
Mockups & Iterations
We explored directions based upon discovery, creating component iterations and hi-fidelity mockups to review with marketing, sales and product teams.
Rapid prototyping and user tests
We quickly turned these into clickable prototypes to test, review and gather qualitative feedback.
I oversaw the planning and created all prototypes.
We ran moderated user tests. We tested with both Sales and actual customers (restaurant owners and operators). I participated in and reviewed all tests, providing a final UX POV summary. This allowed us to refine and move into final designs.
Wireframes & Annotations
We gathered all final requests, and I created all final wireframes, working with the developers to annotate and deliver components and assets.
Detailed Wireframes
Final Product
We arrived at a speed-to-market solution that met our users’ needs, while highlighting the marketing efforts of the company in the best possible way.
After extensive collaboration with the business units, we created a credible and intuitive portal marketing module that continues to play an important role in highlighting the details and value around the many marketing offerings in-market. With education and guidance in mind, we built a module that is user-friendly– to experts and to newbies.
Overcoming the challenges that come with designing iteratively and rolling with the limitations from technology and data proved to be insightful and rewarding.