Marketing Communication

Background

Services offered by Airship help businesses to engage with their customers through multiple-channel communication, audience management, intelligent journeys, content and experience management. There are numerous features provided to customers to help through the entire journey.

Hundreds of team members are distributed globally. Within Product, different teams are assigned to specific parts of the product, team leads collaborate to coordinate their effort. I was managing several designers, mostly remote and globally located, while leading projects with specific needs.

Preference center configurator and subscription overview

Approach

My research began with an extensive audit of the existing user interfaces. I separated functionality and aesthetics into different discussions, enabling teams to have more focused conversations. I created concise prototypes for each use case with the necessary documentation, conducted numerous technical and design sessions, and iterated on the details. To maintain a reasonable scope and long-term product vision, I backlogged certain aspects of designs and worked with teams overtime to incorporate them.

Multi-channel message composer with dynamic previews and system overview.

Outcomes

Customers benefited from the familiarity of consistent design patterns across various platforms in the user interface. Also, it has significantly enhanced collaboration between designers and developers, as well as the development process. Creating campaigns with multiple channels such as app, email, and SMS have become much more accessible to customers. Adaptation of the personalization and ease of use has increased. Significant subscription adoption rate increased by enabling customers to manage it through dynamic preference centers.

App health dashboard and data organization structure.

Customer segment tiers and movement builder.