Projects  –  Comarch Campaign Management

Comarch Campaign Management

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CCM was created to help marketers easily define and manage marketing campaigns and deliver the right message to the right audience over the right channel.

My role in this project was to conduct research which will answer main design problems, then analyze data and preapre the report.

UX Research
laptop

Problem Statement:

Together with the Product Owner and Project Manager, we decided to conduct research to determine which solutions should be implemented in the new version of the system, and which solutions should be improved or completely withdrawn (due to the dynamically changing industries and market requirements).

Challenges:

Previous version of the system was never tested and was not created on the basis of market analyzes. That's why research was conduted to both: get to know our main target and test already developed platform.

How do I want to achive our goal?

01

Discover

Interviews
Usability testing
02

Define

Data analysis
Personas
Customer Journey
User flow
Features

Main research goals

  • Getting to know the specifics of the work of CCM system users
  • Identifying the path / process of creating mailing
  • Getting to know the problems and needs of the users of the CCM system
  • Testing the usability of the functionality in the email editor

Research methods

I decided to conduct both qualitative and quantitative research. I used moderated usability testing (with a moderator and an observer) and in-depth interviews.

Research sample

The research was conducted with 6 respondents: 2 people who are employees of the company (working in CCM as an admin role) and 4 people recruited through Screener by social media

Research flow

The research was conducted on a test environment (blocked for the duration of the research). For usability tests outside the environment, I used ready-made files, which were aimed at creating a similar work environment for the respondents (e.g. emails from the supervisor with guidelines or tasks to be performed). The research material was prepared on the basis of in-depth interviews. Tasks during usability tests included both predetermined paths (defined by the research team as critical places) and an open task aimed at checking the needs and expectations of users of e-mail marketing and marketing automation systems.

After research

I prepared a report and conducted workshops with the product PDM and the project team to assess further steps, make decisions on new solutions and improvements to be implemented with the new version of the system.

Based on the persona, the designers were able to define the user's profile, understand his needs and create new solutions / ideas in the next version of the system.

To broaden the analysis, we also conducted benchmarking, market analysis and trend analysis.

What the report contained?

  1. About research
    1. Research objectives
    2. Research methods
    3. Research sample
    4. Material and research tools
    5. Defined research areas
  2. Analysis of in-depth interviews
    1. More about the respondents
    2. CCM user roles
    3. User perspective
      1. User tasks
      2. Additional tasks
      3. Cooperation with other departments
      4. Working with the Client
      5. Improvements at work
      6. What appears most often in e-mails?
      7. Problems with composing e-mails
      8. Pain points at work
      9. Problems declared by respondents in specific tools
      10. Nice-to-have solutions declared by respondents in specific tools
  3. Analysis of usability tests
    1. Tasks for usability tests
    2. Analysis of task fulfillment
    3. Usability Errors Assessment
    4. Conclusions from usability testing
    5. Critical errors
    6. Other errors
    7. Bugs, IT Matters
    8. Additional UX problems
    9. Recommendation
  4. Summary