Artificial Intelligence Enabled Marketing platform

Customer Engagement

Orchestrate Real-time Targeted Customer Experiences

CUSTOMER ENGAGEMENT

Dynamic, personalized customer journeys

Data-driven decision platform empowering marketers to automate customer journeys and create personalized experiences that increase satisfaction, loyalty, and value.

THE SOLUTION

Integrated capabilities

We augment the expertise of digital marketers with fully integrated data and AI, designing a system that:

  1. Unifies customer data across marketing engagement channels

  2. Provides guided discovery & creation of customer audiences

  3. Evaluates audience membership in real-time and enriches external systems with customer data

  4. Analyzes audience behavior over time

DESIGN CHALLENGES

Shaping a proof of concept

  • Developing a proof of concept to showcase underlying technology instead of starting from a customer need

  • Prioritizing key requirements

  • Narrowing the scope of the MVP

Deliverables

  • Modularized complex functions

  • Microinteractions

  • Production wireframes

  • Interactive dashboards

  • Attribute configuration

CATEGORY

SaaS Enterprise

Marketing ​software design

 

DATE

March 2018 - January 2019

MY ROLE

Customer Experience Design

PROCESS

Define the problem

Needfinding

Scope the MVP

 

Participatory Design

Led cross-functional research

Secure stakeholder buy-in

Design studio workshop

Personas development​​

Jobs to be done, Pain points

User stories, Journey map

Storyboard user flows

 
Research and Reporting

User research

Market and competitive analysis

Iterative Design

Synthesis, Choose direction

Wireframes, Rapid prototyping

Testing, Learning

Peer and stakeholder reviews

Primary Tools

Post-its and sharpies

Sketch App and Invision

Google slides

 

THE RIGHT CUSTOMER

AT THE RIGHT TIME

IN THE RIGHT CONTEXT

GOALS

  1. Interconnect Customer Data & Context

  2. Augment Understanding & Insight

  3. Automate Decision Optimization

  4. Activate Engagement

For digital marketers at B2C enterprises whose growth strategy depends on delivering optimized customer experiences in real-time, off-the-shelf solutions are not enough. They need an application to manage and activate customer segments and decisions at scale across channels with the following qualities:

  • More complete customer view

  • More automated, More Business Insights

  • More personalized

  • More predictive

  • Realize the potential of AI

  • Real-time

  • Easy to implement, integrate, and use for marketers

USER REQUIREMENTS
Customer Engagement: Marketing Tool
Digital marketers need to be able to create dynamic, highly-targeted marketing campaigns to send the right message to the right customer at the right time. By leveraging AI models to automate decisions in real time, marketers can orchestrate customer journeys at scale to provide relevant, personalized customer experiences.

TECHNICAL CHALLENGES

Simplifying all of the systems

  • Many siloed data systems

  • Lack of data driven understanding

  • It's difficult to deliver personalized engagement offers

  • Predictive is hard (both technically and operationally)

  • Testing and learning is inconsistent and not scaled

  • Making decisions fast enough is challenging for new digital channels

Welcome to

THE NEXT BIG WAVE

IN DIGITAL MARKETING

The Solution

THE SOLUTION

The MVP 1.0: Key capabilities

  • Unifies customer data across marketing engagement channels

  • Provides guided discovery & creation of customer audiences

  • Evaluates audience membership in real-time and enriches external systems with customer data

  • Analyzes and displays:

    • Audience behavior over-time

    • Distribution for user-selected attributes

    • Customer counts across the attributes

  • Allows users to easily create conditions:

    • In a one-to-many manner using any attribute or eve

    • From a list of all available options

    • Grouped by advanced logic formulas

Build custom audiences or
Use out of the box templates

Audience definitions can be:

  • Built using a set of conditions or uploaded as a static file

  • Static or dynamic

  • Created programmatically

  • Built via analytics visualization software

  • Downloaded as a csv from the UI

  • Available via an API

  • Editable (with change history)

Benefits

Great user experience

Based on research I recommended that we create starter templates that come out of the box, so everything is up and running in a few clicks without time-consuming configuration. The seamless user experience incorporates a design-thinking approach to deliver a sleek looking user interface and intuitive user experience. With a tailored user experience, you can provide a different user experience based on business needs, use cases, and user role.

Faster time to market

With pre-built components that seamlessly work together, you can speed up the creation of your applications. Each application template is built to address specific use cases so you don’t have to waste time configuring your own templates. As a result, you can speed up your time to market with a fully functional application.

Customizability

Starter templates are purpose-built to tackle a specific use case, but all components are fully customizable to cater to enterprise-specific needs. The front-end user interface can be adapted to fit needs and enable the back-end customization of data, models, processes, and roles. Enhance and expand your applications over time by quickly iterating new versions based upon end-user feedback.

Your Data is ready.
You choose how to start creating an audience?
1. Start from data

Select data of interest and let us rocommend Visualizations

2.Start from Visualizations

Select a visualization type and continue from there.

3.Explore By Searching

Search to explore your data and create visualizations

Cloud Insights for Marketo

Better manage your Marketo platform with an interactive marketing dashboard to quickly detect issues before they derail campaigns, improve the quality and segmentation of your marketing contact data, and understand lead engagement to accelerate sales cycles.

The Process

Product Development
Research Pipeline

Phase 1Strategize

Inspire, explore, choose new directions

Phase 2: Execute

Inform and optimize designs in order to reduce risk and improve usability

Phase 3: Assess

Measure product performance against itself or its competition

My UX Stages

1. Defining the problem

2. Scoping

3. Building a business case

4 .Developing designs

5.Testing and Validation

6. Launch

Throughout the process, I establish best practices for designing according to both the needs of customers and the capabilities of our company.

User Research Strategy

1. Build a team to do research

2. Who are the users?

3. What are the user's goals?

4. What does the user need to achieve the goals?

5. What are the user's jobs to be be done?

6. What does the user wish they could do?

7. What are the user's pain points?

8. How can we relieve the user's pain?

9. What are some use cases?

10. What is the user journey?

Research Questions
  1. Is it usable?

  2. How do we create value for our customers?

  3. How do we create value for our org?

  4. What are the needs of the users?

  5. How will this help our company grow?

  6. What is the cost and is it feasible?

  7. Should we build it?

Workshops

Warm up
  1. Interview support group members about current customer experiences.

  2. Who are the people involved?

  3. What activities is this experience supporting?

  4. What touchpoints support these activities?

  5. In what places and contexts does this service happen?

  6. Come up with a persona

  7. Come up with a story

Users and Personas Types
  1. Service customers - Marketers

  2. Front stage actors - Data Scientist

  3. Back stage actors - Analysts, developers

  4. Partners - Data Sources, channels

Use case

The user creates a dynamic audience with the following conditions:

  • High risk of churning (leaveraging model score)

  • Living in North America

  • Preferred language English

  • > $200 spent in the last 3 months

  • No contact in the last 30 days

After creating the audience, the user provides the name of their audience to their web team. The web team is interested in targeting these customers with content in the product portal. They use Adobe Target to deliver the personalized content. To enable this, prior to Adobe Target "loading" an API call is made with the customer identifier and a list of audiences is returned. They then set up a campaign in Adobe Target to deliver the experience.

Identify Jobs to be Done
  1. Social Job - How a customer wants to be perceived by others

  2. Emotional Job - How a customer wants to feel

  3. Functional Job - Getting a task done (solving a problem)

Where is the Value? 
  1. Value proposition is how specifically you create value for a customer segment.

  2. It helps my customer do ______X_____ .

What are the Channels? 

Channels describe all the customer interfaces through which we reach our customer segments and through which we deliver our value

Identify Opportunities
  1. Pain points

  2. Drop-off points, failures, complaints, must-fixes

  3. Financial opportunities

  4. Provide additional services, charge more, save money

  5. Service strengths

  6. Things that should be maintained

Journey Map Workshop

A journey map captures the customer’s

cross-channel experience, including what the customer is doing, thinking, and/or feeling throughout their engagement with the product.

  1. Define 1 persona

  2. Use case - scope

  3. Phases

  4. Customer actions

  5. Channels and touchpoints

  6. Thoughts and Feelings

  7. People and environments

  8. Value to Organization

  9. Value to User

Personas Journey
  1. Identify persona and journey start/end points

  2. Fill in customer actions step by step, from beginning to end (one action per sticky note)

  3. For each action, fill in thoughts and feelings that the persona experiences (one per sticky note)

  4. Add the touchpoints and devices that the persona interacts with at each step

  5. Fill in the people and environment with how they influence the experience. For example, does the physical surrounding make a difference?

  6. Fill in the value exchanges happening at each step. What is the persona getting out of the interactions? How is that generating value for the organization and others?

  7. Group the steps into primary phases and label them at the top.

Timeline
0.1
First Deliverable

We can demonstrate a narrowly scoped use-case of
the platform . The system can store customer records,
ingest engagement events from a variety of sources,
perform basic calculations (first, last, count instance of
a behavior), and maintain audiences based on
customer attributes.


0.5
Internal Trial

We can demonstrate a functional end-to-end use-case
of the platform (minus data science). The system
handles customer attributes, engagement events, and
transaction events that are used for the creation of
audiences which can trigger external integrations.

 


Beta
Validation Partner Trials

The system is deployed on AWS and is available to be
used by external customers. It is minimally compliant
with GDPR. Functionally, it supports “data science”
use-cases via the ability to evaluate models in-real
time.

 


1.0
Self-Service Trials

The system is deployed on TIBCO Cloud and is
available to be used by external customers. It
leverages the TIBCO Cloud versions key capabilities:
Visualization, Data Science, Analytics Data Fabric,
Integration

 

2.0
Self-Service Production

10 The system is ready to be operated & supported in a
customer’s production environment

1.0: Customer Validation Plan

Target existing TIBCO customers that are leveraging TIBCO to solve for Customer
Engagement use-cases:
● Reward Customers: Columbia or M&S
● New Prospects: Juul, Walmart (mexico)
● APJ “Custom Event Based Marketing” Customers
Identify 1-2 “trial customers” willing to partner closely on the application use-cases and
integration of their key data sources
Craft customer facing content that tells a clear TIBCO story and will be understandable to
the field

Types of products

Machine Learning-Enabled

Customer Experience Management 

 Social Media Marketing Solutions

Aims at content creation, campaign management, engagement and reporting initiatives

 

1.Social Media Management Tools for Communication:

 

Monitor, respond, measure and collaborate to ensure smarter and faster communication.

Product 3: Social Customer Service & Support

Respond faster—and smarter—with an enterprise social customer support platform to resolve issues, personally connect with customers and create brand advocates.

Features

One Inbox, Built for Social Customer Care: Whether it’s an issue to resolve or a chance to delight a customer, find and join conversations with the Smart Inbox—a unified feed to triage, organize and route messages.

Customer Relationships: View the actual customer relationship—not just their social profile—with comprehensive Contact Views and social CRM tools to share notes and context across your entire team.

●Track Response Rates & Times: Measure how well your agents respond to messages and find actionable ways to improve with Engagement Report.

Scheduling a post on different social media

Social media calendar- scheduling different posts

A Single-Stream Inbox: engage with customers across multiple channels with all your messages in one place.

Tag & Organize Messages: Use custom tags to categorize messages, filter the inbox and divvy up the workload.

Collaboration- Manage the Inbox Together: Activity updates, message-level auditing, tasking and tagging ensure efficient team collaboration.

Mark Messages Complete: Hide completed messages from the inbox to stay focused and track progress on a dynamic chart.

Schedule & Publish Posts: Schedule, queue and publish messages to Twitter, Facebook, Google+ and LinkedIn. Set team members up to draft and submit messages for approval. Include multiple profiles, content tags, post times and network specific audience targeting. Collaborate on the content.

Data Analytics: Not very clear, but targets at the performance of the engagements

Content & Campaign Planning: Coordinate and schedule content with intuitive social media planning tools in a centralized calendar and quick filters for campaign tags, content types, networks and profiles.

Integrated Multimedia & Creative Tools: Native video and multi-image posts across Facebook, Instagram and Twitter and use image editing tools for text overlay, retouching and crop optimization.

End-to-end Tag & Campaign Reporting: Sprout’s unified tag management system works across the social inbox and calendar creating truly comprehensive campaign reporting for engagement and publishing.

URL Tracking: Easily track campaigns, referral traffic and conversions from social posts with Bit.ly and Google Analytics integrations and Sprout’s built-in UTM and custom URL tracking.

Target & Optimize Content Deployment: Powerful audience targeting and ViralPost™, our proprietary post time optimization tool, make sure your content reaches the most relevant and engaged audiences every time.

Precise Permissioning & Governance: Group profiles, assign permission levels to team members and enable message approval to ensure that your social content and campaigns stay on-message and on-brand.

Custom Report Building: Demonstrate ROI for your efforts using Report Builder with customizable widgets to display social media marketing analytics within presentation-ready templates.

© 2015    Charles    Perretti   Design    Build

 

charlesperretti@icloud |   San Francisco, CA 94122  |   Tel: 415-359-7545   

 To see my previous Product Design portfolio   www.perrettidesign.com