B2C Marketing Setup and Onboarding
UI/UX Design
Overview
Challenge
The Salesforce Marketing Cloud consists of 12 product suites, each with their own admin section to configure and administer their respective application. This created a disparate and inconsistent experience across the application impacting the workflow and efficiency of the admin persona. Setting up the application and configuring channel accounts became cumbersome and frustrating, undoubtably impacting time to value and product adoption for our users.
Outcome:
With a centralized setup experience and a guided flow to configure the marketing app, Admins were able to onboard their users quicker, which allowed Marketers to send email to their customers.
12 Product Admin pages integrated into Setup
23% increase in usage of Setup Assistant
Average day to 1,000 send is 11.29 days
Streamlined User creation and user management flows
Stakeholders and Contributions
MY ROLE
UI/UX Design
PROJECT PARTNERS
Product Managers
Engineering
PROJECT STAGE
Existing, 10k+ users/day
The Process
Discovery
Numerous conversations with customers about configuring, implementation, and account set up revealed users’ frustrations with the current experience.
While all of these mechanisms are crucial to the success of the customer, Account Setup was an area of focus that provided the most value for new and existing Administrators in the near term.
Understanding the Problem
Methods
Sitemap of Salesforce Marketing Cloud Setup Application
Sitemap
To understand the setup application and get a high-level understanding of the information architecture, I kicked off my process by creating a sitemap. This provided the team with the current state, as well as impacted the rollout of future states and how we can adjust the IA to better organize the structure of the pages in a way that best fit the users’ mental model.
Key takeaways:
informed the content strategy by eliminating unnecessary pages
showed the relationship between pages
exposed inconsistencies within the UI
Comprehensive User Research
Prior to my involvement with the product, extensive research was conducted around the setup experience. I spent time analyzing the research and developing insights and opportunities for improvements. These key areas were:
Streamline user creation flow
Implement user guidance on Setup Assistant and Setup Home
Admin tools to better operationalize Marketing Cloud
Strategy
From the discovery conducted earlier with users, we identified areas of frustration
Top pain points:
Account setup and implementation
User creation and permissions
Disparate experience spanning various applications
Define and Ideate
After these efforts to streamline the admin experience were identified, our next goal was to remove several inefficiencies within the workflow of an Admin.
Let’s Make Something
Wireframes
Task Analysis for User Creation
After a thorough audit of the primary tasks in the Setup app, it became evident that user creation was next on our list. A task flow analysis revealed the a lack of guidance and unnecessary complexities within the user creation process, which required the admin to interact with 15+ pages with no affordance when a user was successfully created (able to login). This inefficient process resulted in over 56 cases monthly totaling over 673 cases yearly.
The goal of the new flow is to provide a self-service user creation experience by decreasing reliance on support, create confidence in the application, as this is one of the first interactions users have with our platform, and create a simple and guided experience for our users from the onset.
Hi-fidelity Wireframes
Centralized Setup Process
Account Setup and configuration were crucial pain points from customers with their on-boarding experience. With this feedback, two projects were conceived.
First, to streamline the admin experience and decrease inefficiencies, we brought all admin pages into the global Setup application. Next, we implemented a Setup Assistant to guide users through the technical process and provide them with a centralized list of tasks to configure their account, ultimately decreasing the time to their first production send and increasing product adoption across their organization.
With extra effort from our UX engineering team, the Setup Assistant component became part of the Design System React library, a big accomplishment that creates the foundation for other application to implement a similar setup experience within the Salesforce Marketing Cloud.
The End
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