Demandforce® Postcard Builder
Product Design
Overview
Demendforce is a SaaS platform for dentists or dental office staff to manage their appointments, patient relationships, communications, and outreach marketing. The purpose of revamping Campaigns product, specifically Postcards app is to reduce the friction that dental offices experience currently when sending out recall messages to their patients nationwide.
About
Role
Project Status
Product Designer
Q3 2019
Deliverable
Project Goal
Understanding The Why
For Users:
• To update and expand on the current set of postcards design
• To better the current user experience of building a postcard & scheduling of delivery time
For Business:
• To increase postcards subscriptions rate monthly
• To increase sales & volume of postcard orders
As part of the redesign & bigger consolidation effort of Demandforce platform, Postcards has been the most underutilized feature by paying customers within Campaigns applications. It is in the business’ interest to see an increase in usage as well as to continue providing values to customers by making the postcard building process easier and more user friendly.
New Landing Page
New Postcards (now by itself on the left nav) standalone landing page
Process
What I focused on:
1. To understand the pain points I re-evaluated the current user flows and conducted heuristic evaluation to help identify some of the main opportunities
2. Research current trends on print materials design and planned on leveraging existing technology for most feasible implementation
3. Gathered requirements from stakeholders, presented versions of ideas to director of product, VP of product, and CPO and got buy-ins
4. Designed and iterated new set of postcards as well as the user experience of postcard building tool (the editor)
What kind of questions did I ask during the process?
• Which industries will benefit the most from the redesign? (aka Who is our primary target audience?)
• How are users currently using postcards feature in Demandforce and why?
• When do customers engage? When do customers drop off?
What I did to find out the answers?
• Identified the top 3 Areas of Practices that utilize postcard functionality the most (Vet, Auto, and Dental) using analytics tools.
• Turning to existing user research conducted by researchers to understand target audience’ pain points and needs.
• Identified the seasonal trends of each individual industry & when the businesses are most likely to turn on / off postcards subscriptions.
• Tested the existing features internally and observed the limitations as well as users’ struggles. Took the results & compared with past documentations to prioritize user flows.
Heuristic Evaluation
Research
• USERS
By collaborating with user researcher & using one of the 4 personas we’er built for small to medium businesses owners in health industry, it helped members involved in the project early on to emphasize with current user pain points. It was also helpful for everyone to understand at the beginning of the product development process the needs and expectations our target audience will have for the new Postcards feature. I found it easier to get buy-ins from project managers and developers when we make sure that each teams have access to the UX materials at all time.
User Persona – Small Medium Businesses Marketing Manager
• BUSINESS
As the Associate Product Manager on this project, I presented Campaigns 2.0 Phase 2 initial project proposal to the Director of Product, VP of Product, and CPO of Health vertical at Internet Brands. In the research I identified the current market trends / statistics for email marketing with emphasis on drip campaigns, text marketing, as well as direct letter marketing (including postcards & letters). For comparative competitive analysis, I turned to services provided by companies like Crunchbase, Capterra, Go2Crowd & concluded the areas of opportunities I think we should prioritize our effort on then communicated them to the higher management team in the presentation.
Early Iteration
I experimented with the layout 1/3 left rail module (filter) and 2/3 content in one of the earlier design iterations & tested internally with customer success team who speak to customers and users on a daily basis. The feedback was good however product & engineer chose to reuse existing layout style for postcard landing page due to feasibility reason. Instead of dedicating dev resources on building new layout for postcard, we decided to focus more on enhancing the user experience of postcard editor while using existing landing page layout from email marketing for postcard.
Other Considerations
Working with Demandforce’s new postcard vendor, I learned:
Need to provide guard rails & error preventions around uploading print friendly images
Example: User may upload low-resolution, obscene, inappropriate images to the front of postcard and vendor would have to filter out the design that do not pass requirement threshold provided by Demandforce.
Need to fine-tune & balance customizations vs. automation through out the postcard building process
• Example: Having drag & drop for certain elements while some elements are not fully customizable but users can choose from pre-determined set of placements
Depending on the locations of the receivers (within U.S. or international), postcard layout will have to follow the USPS guidelines so that the placement of postages & address would not overflow into the content or bleed.