Fivestars
Campaign Creator
Rebuilding an MVP campaign creator to increase promotion engagement and supercharge new feature development.
ROLE
Lead Product Designer
User Research, Wireframes, UX/UI Design, Interaction Design, Information Architecture, Prototyping
When
2022
Platform
Web App
The opportunity
Promotion activity is a strong indicator of a merchant’s engagement and health with Fivestars.
Merchants view visits from campaigns as direct ROI from Fivestars but they are frustrated with the lack of rich features in the current product. By rebuilding our legacy campaign creator in a new mobile responsive environment, we aim to increase promotion engagement with Fivestars Pay merchants and enable new feature development.
User needs
How do merchants feel about sending promotions today?
More features
For years we’ve been hearing from our merchants that they wanted a more feature rich product: Photos, Branded content, Promotion start times, Advanced audience segmenting.
Mobile friendly
It is difficult for merchants to send promotions when they are in the store because the interface was not mobile friendly.
Inspiration
Small business owners are often doing their own marketing and don’t always have ideas around what to send, so they opt for sending nothing.
User journey
Design explorations
UX research
Unmoderated usability tests
I ran 2 unmoderated usability tests on Usertesting.com, each with a sample size of 5 participants. The first test had a separate ‘Preview’ step the user had to complete before sending the promotion, the second made the preview available during the editing and scheduling tasks through a CTA in the header. The primary objective was to assess where in the flow the preview should be accessible.
Final solution
Design handoff
This was the first project where we were pulled from SumUp’s Design System: Circuit UI. I worked closely with engineers to validate the component and design implementation. Along with daily stand ups, we had weekly demos and a slack channel dedicated to sharing in-progress work for review and for asking clarifying questions.
Conclusion
Learnings
Sometimes a total rewrite
is the most efficient option
Iceboxxing products can be helpful to focus resources on new opportunities but you pay the price once you need to make updates to those legacy products. In this case a rewrite was a necessary cost to unlock future value and velocity.
Critical feature prioritization
unlocks continual progress
By breaking the work up into smaller features, we were able to ship work in every sprint cycle vs holding the product until there was complete feature parity.
