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Design at Scale: An ExactTarget Case Study

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A review of how Design at Scale happen in our work with ExactTarget, looking specifically at Technology complexity, Project scope, a large User base, Data volume and Design communication. and the patterns and best practices that emerged.

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Design at Scale: An ExactTarget Case Study

  1. 1. Design at Scale: ExactTarget Case Study Prepared for October 14, 2015
  2. 2. Hi, I’m Chuck and I’m also a Partner at DesignMap.
  3. 3. 1.4Billion emails sent monthly 600Million rows of data processed per minute 99.99% uptime 4,600 clients
  4. 4. @DesignMap @ixdasf 2009
  5. 5. @DesignMap @ixdasf Body text 2009 2015
  6. 6. @DesignMap @ixdasf What do we mean when we talk about scale?
  7. 7. @DesignMap @ixdasf What do we mean when we talk about scale? Technology complexity
  8. 8. @DesignMap @ixdasf What do we mean when we talk about scale? Technology complexity Project scope
  9. 9. @DesignMap @ixdasf What do we mean when we talk about scale? Technology complexity Project scope User base
  10. 10. @DesignMap @ixdasf What do we mean when we talk about scale? Technology complexity Project scope User base Data volume
  11. 11. @DesignMap @ixdasf What do we mean when we talk about scale? Technology complexity Project scope User base Data volume Design communication
  12. 12. @DesignMap @ixdasf What do we mean when we talk about scale? Technology complexity Project scope User base Data volume Design communication
  13. 13. @DesignMap @ixdasf 2,190 days working together J F M A M J J A S O N D 2009 2010 2011 2012 2013 2014 2015 J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N DO N D
  14. 14. @DesignMap @ixdasf 2,190 days working together J F M A M J J A S O N D 2009 2010 2011 2012 2013 2014 2015 J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N DO N D
  15. 15. Over that time, patterns have emerged.
  16. 16. @DesignMap @ixdasf
  17. 17. @DesignMap @ixdasf The Design Process
  18. 18. @DesignMap @ixdasf Research The Design Process
  19. 19. @DesignMap @ixdasf Research Concept The Design Process
  20. 20. @DesignMap @ixdasf Research Concept The Design Process Design
  21. 21. @DesignMap @ixdasf Defining a Product Vision
  22. 22. @DesignMap @ixdasf Diverge Defining a Product Vision
  23. 23. @DesignMap @ixdasf Diverge Converge Defining a Product Vision
  24. 24. @DesignMap @ixdasf Diverge Converge Execute Defining a Product Vision
  25. 25. Connections2010 Connections2011 Connections2012 Connections2013 Connections2014
  26. 26. Let’s step back a moment…
  27. 27. @DesignMap @ixdasf Where did we start?
  28. 28. @DesignMap @ixdasf Where did we start? A 3 month project… The initiative to redefine the user experience within ExactTarget. Objectives include: Developing a more intuitive product that allows users to focus on their marketing tasks and be more productive. Exposing the depth of functionality that currently exists in the product. Making it easy to leverage all of the power of the application. Improving Reporting Capabilities. Globalizing the product so that anyone in the world can use the application effectively. ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010 CARBON OVERVIEW
  29. 29. @DesignMap @ixdasf Where did we start? Stakeholder interviews Competitive landscape User research
  30. 30. @DesignMap @ixdasf Where did we start? Personas User flows Concept design
  31. 31. @DesignMap @ixdasf Where did we start?
  32. 32. @DesignMap @ixdasf Where did we start? 1. PLAN CAMPAIGN 2. TARGET AUDIENCE 3. CREATE CONTENT 3.1 SELECT CHANNEL WEB APPLICATION USER CONSUMER Email interacts with works at to to to develops to promote available and/or may be at a may subscribe and indicate preference via may have related to at a satisfying a of a COMPANY STORE CONTEXTPRODUCTS, SERVICES WEBSITE .COM Import Clean Audience Records Segment Audience Manage Audience Attributes Manage Audience Preferences Microsite SMS MARKETING PLAN 1. 2. 3. Goals & Measures (Analytics) SegmentMessage (Value Proposition) Behavior (Orchestration) Admin (Roles, approvals, etc.) External Integrations HD Channel INTERNET EMAIL APPLICATION GOALS & WANTS PURCHASED TIME is connected to viewed by External Data (Salesforce, etc.) DB may determine may augment
  33. 33. @DesignMap @ixdasf Where did we start?
  34. 34. @DesignMap @ixdasf Where did we start?
  35. 35. @DesignMap @ixdasf Where did we start? ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010 APPLICATION MAP Takeaways and Design Themes The application is HUGE. Primary tasks traverse great distances, across many many navigation areas. There is great variety of user interface styles and interac- tion techniques presented inconsistently. There is a dearth of lengthy wizards used for primary actions. Labels for primary objects and actions are used inconsis- tently. ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010 FEATURE LANDSCAPE StreamSend VerticalResponse SegmentationMailChimp While it is straight-forward to add new subscribers or create a list, StreamSend makes it impossible to add previously created subscribers to lists. It does a good job of allowing the user to create filters which impacts down stream functionality like Triggers, especially when combined with intelligent user-defined fields. New List Add Contact Import Contacts MailChimp does not allow you to add subscribers without a list and gives the user easy tools to move lists, as well as manipulate the data. It is particularly good with bulk imports. MailChimp doesn’t support filters or segments and attempts to introduces groups (like sub-lists) which is confusing and limited in application. Filters(akaSegments) VerticalResponse’s segmentation functionality is the among the best in the SMB category (next to Bench- mark). It provides easy to understand rule creation. In advanced mode rules can be easily added and appended with and/or settings. It is linked visually and aligns to the users mental model. ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010 HEURISTIC REVIEW | User Flows Key tasks were examined and improvement proposals created. Create Newsletter Import Subscribers Create Subscriber List Create Template Create Content Create Dynamic Content Create Email Test Email Send Email Create Email Program Add Birthday to Subscribers Send Test Email Create Data Filter Create User-Initiated Email Create Program ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010 FEATURE LANDSCAPE StreamSend VerticalResponse SegmentationMailChimp While it is straight-forward to add new subscribers or create a list, StreamSend makes it impossible to add previously created subscribers to lists. It does a good job of allowing the user to create filters which impacts down stream functionality like Triggers, especially when combined with intelligent user-defined fields. New List Add Contact Import Contacts MailChimp does not allow you to add subscribers without a list and gives the user easy tools to move lists, as well as manipulate the data. It is particularly good with bulk imports. MailChimp doesn’t support filters or segments and attempts to introduces groups (like sub-lists) which is confusing and limited in application. Filters(akaSegments) VerticalResponse’s segmentation functionality is the among the best in the SMB category (next to Bench- mark). It provides easy to understand rule creation. In advanced mode rules can be easily added and appended with and/or settings. It is linked visually and aligns to the users mental model.
  36. 36. It was time to design.
  37. 37. Connections2010
  38. 38. Automation Studio Mobile Connect Campaigns SocialPages Report Builder Connections2011 0
  39. 39. Email Playbooks Contacts Mobile Push HubExchange Connections2012
  40. 40. Analytics Journey Builder Journey Maps Gateway Connections2013
  41. 41. You get the picture Connections2014
  42. 42. We’ve used these moments
 to extract and jumpstart
 execution of the vision.
  43. 43. So what does this 
 all mean?
  44. 44. @DesignMap @ixdasf Executives & Product Management Design Development & Platform Customers Vision End Users Execution
  45. 45. @DesignMap @ixdasf We look to this group for market expertise and vision. Executives & Product Management Design Development & Platform Customers Vision End Users Execution
  46. 46. @DesignMap @ixdasf Executives & Product Management Design Development & Platform Customers End Users We look to this group for market expertise and vision. Vision Execution Design provides the
 means to turn vision
 into tangible form.
  47. 47. @DesignMap @ixdasf Executives & Product Management Design Development & Platform Customers We look to this group for market expertise and vision. This group considers the 
 platform implications through
 POCs and prototypes. Vision End Users Execution Design provides the
 means to turn vision
 into tangible form.
  48. 48. @DesignMap @ixdasf Executives & Product Management Design Development & Platform Customers We look to this group for market expertise and vision. This group considers the 
 platform implications through
 POCs and prototypes. Vision End Users Execution Design provides the
 means to turn vision
 into tangible form. This group has business needs 
 to meet. These define the features
 and ground the execution.
  49. 49. @DesignMap @ixdasf Executives & Product Management Design Development & Platform Customers We look to this group for market expertise and vision. This group considers the 
 platform implications through
 POCs and prototypes. This group has business needs 
 to meet. These define the features
 and ground the execution. We work so this group 
 loves to use the product, 
 but don’t look to them for 
 product vision. Design provides the
 means to turn vision
 into tangible form. Vision End Users Execution
  50. 50. Thank you!
  51. 51. @DesignMap @ixdasf Chuck Moore chuck@designmap.com @huck @designmap @ixdasf Get in touch!

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