First Data – Internal Promotions & Campaign Management Redesign
Overview
First Data previously relied on extensive training to help internal teams navigate a complex, unintuitive system for creating and managing promotional campaigns on behalf of clients. To reduce training costs and improve efficiency, the UX team was tasked with redesigning the internal application to make campaign setup, rule creation, and tracking more intuitive.
Role Responsibilities: User Experience Information Architecture ,
Team: Senior UX Designer, Lead Designer, Developer, Project Manager
Users: Data Entry Clerks
Tools: Axure, Adobe Photoshop
Profile of a data Entry Clerk
I am designing for Data Entry Clerks who have specific roles, some of them use multiple apps while others specialize in specific apps. The design team and I interviewed the internal Data Entry team that handled the Old Decision Question Application
Capturing the User Tasks
As we spoke to the internal Data Entry team, they walked through the UI as we asked questions about pain points and the overall team process. From a UX standpoint, key principles of Placemaking and Resilience of information were an issue. As users created Campaigns that contain elements inside of elements, users would get lost, and the information did not bubble up this disoriented users on what campaigns to work on, finding out what is inside the campaigns just to get started was a task in itself. Many of the same rules get applied to multiple campaigns so much of the work was redundant.
The Puzzle pieces of internal apps
The language itself was unintuitive, (Credit spreak) but dictated by FirstData business rules and industry standards which put some nomenclature changes out of scope.
I did need to grasp how all the information with a campaign is related and created.
I crafted a conceptual map to see how the information impacts each other.
Somethings internally bubble up to information above it. Rules impact criteria and segments impact the available rules.
Improving Campaign Creation from end-to end.
User story map
Understanding the full set of components involved allowed me to create a user-centered StoryMap of the entire process. By mapping each step, I was able to evaluate the flow holistically and identify usability improvements at every stage. These ideas were prioritized into essential features and nice-to-have enhancements based on technical feasibility. I collaborated closely with a senior JavaScript engineer to estimate implementation effort and timelines.
Sketching Design Patterns
In tandem with story mapping, I sketched key patterns and early design ideas to help align the team around a shared understanding of the solution. One concept allows users to open a drawer to view the contents of past campaigns, paired with a summary table that provides a quick overview at a glance. When creating a new campaign, users can nest elements within other elements while maintaining visibility into overall campaign progress—keeping the experience structured, and transparent.
Consistent Pattern Design
Open and closing behavior
I wire-flowed a pattern to communicate the prime interactions that include searching for elements on the left and applying them to the right, and all editing takes place on the created area.
Keeping this pattern consistant is important because the overall process demands putting elements within elements.
Wiref flow and user flow
Removing redundancy for the user
New campaign, same elements dont start from scratch
More often than not users are re-creating elements from other campaigns, so the ability to search filter past campaigns to duplicate elements was a no-brainer. I provide options for the users when starting their campaigns so not to waist time creating new properties when they can use old ones.
Navigation tree campaign and Status bar wireframes
More in more the user progresses, handing different elements within the campaign, here we show how a criteria is created, which is inside of a segment. When the criteria is saved, the table reveals the necessary information for the user to review. ( previously users had to dig to find out the information about the segment)
Status bar and progress
As users add more elements, the status bar up top begins to progress, keeping the users on track and oriented. Pay close attention to the left Nav Tree View, and how it grows, this is key in how users can see elements within elements and make judgment calls from the top view, and open that campaign. Users can see the progress without having to dig too deep risking getting lost.
Filtered search wireframe