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Text Marketing App
Led the design of a user-friendly application that enables clients to efficiently send text promotions with images to their customer base, while delivering comprehensive ROI tracking and analytics for each campaign.
Managed the project from concept to completion, including conducting UX research, developing wireframes, and creating a high-fidelity prototype.
Pains and gains
Conducted interviews with clients and key stakeholders, developed an affinity map, and identified key challenges. Clients expressed the need for a streamlined solution to easily identify target customers and quickly send them incentives to drive foot traffic to their stores. Time constraints and the absence of simple, effective tools were their primary pain points.
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Users
Defined the target audience and their objectives. Shop managers, and occasionally owners, were primarily responsible for marketing efforts. In this industry, marketing often takes a backseat due to limited resources in small, family-owned businesses. The value of marketing is not fully recognized or prioritized, leading to a general underappreciation of its impact.
Products
Conducted competitive analysis, user demand assessments, and market research to identify products that address user needs. Developed business requirements, defined project scope, and created a product proposal that aligns with both user and business goals. The proposed solution is a text marketing tool that allows businesses to send MMS messages—incorporating images and videos—directly to customers' smartphones. This tool facilitates instant communication, helping businesses engage customers and drive foot traffic by offering targeted incentives.
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Details
Developed site maps and user flows to outline the product's content and structure. The goal was to create a streamlined user experience with minimal steps, ensuring users could achieve their objectives with as few clicks as possible.
Design
Created sketches and low-fidelity wireframes to visualize the user experience. Iterated on layouts based on user testing and feedback, refining the design to enhance usability. Key features and functions were prioritized and repositioned for a more intuitive hierarchy. Focused on simplicity, easy access to core functions, and automation—critical user needs—which were thoughtfully integrated into the design strategy.
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Prototype
Developed a high-fidelity interactive prototype and conducted user testing to gather feedback, making iterative adjustments based on insights. Key updates included: providing options to bypass image requirements, clarifying that shortcut buttons in the criteria are optional, ensuring the ROI report includes text promotions alongside other promotion types, and integrating customer responses to text promotions into their existing text messaging app.
Prototype Demo: view here
Tools Used: Photoshop and Adobe XD.
Duration
The project was completed in 4 weeks: one week dedicated to UX research, followed by three weeks focused on wireframes, prototyping, testing, and refinements, before handing it off to the engineering team for development.
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Retrospect
This project was relatively straightforward, but one key challenge was designing the app to support multiple shortcuts and presets for efficiency, while ensuring the interface remained user-friendly and intuitive.
Another challenge was that users often struggled to determine which promotions to send. To address this, it was critical to showcase top promotions relevant to their customers and provide predefined criteria tailored to the client. Offering clients a customizable base proved more effective than requiring them to build a promotion from scratch. Lastly, while not particularly difficult, maintaining the design within brand standards was an additional consideration.
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