Keep scrolling for the story or, go straight to the solution.
Keep scrolling for the story or, go straight to the solution.
Keep scrolling for the story or, go straight to the solution.
Team
I represented Maxo’s design team and collaborated closely with Apsis’s designer. Our team also included a product manager and engineering teams for each product. The project required extensive stakeholder management, with multiple high-level owners from both products driving decision-making on both sides.
I represented Maxo’s design team and collaborated closely with Apsis’s designer. Our team also included a product manager and engineering teams for each product. The project required extensive stakeholder management, with multiple high-level owners from both products driving decision-making on both sides.
Time
The project had a hard deadline for end of year 2024, right before the go-to-market date for Maxo and started in August of the same year.
The project had a hard deadline for end of year 2024, right before the go-to-market date for Maxo and started in August of the same year.
Tags
PRODUCT DESIGN
USABILITY TESTING
INTEGRATION
MARTECH
Context
In 2024 efficy's latest product, Maxo's product team was getting the final touches in for go-to-market. However, one crucial feature was still missing from its offering.
All of Maxo’s main competitors offer built-in marketing features, including email marketing (automation, analytics, campaign management), even in their starter packages. While none of efficy’s CRM products had these native features, they could integrate with efficy's fully developed MarTech platform, Apsis. However, the connectors were implemented gradually and suffered from slow performance, long data ingestion times, and complex, inconsistent, and manual setups.
All of Maxo’s main competitors offer built-in marketing features, including email marketing (automation, analytics, campaign management), even in their starter packages. While none of efficy’s CRM products had these native features, they could integrate with efficy's fully developed MarTech platform, Apsis. However, the connectors were implemented gradually and suffered from slow performance, long data ingestion times, and complex, inconsistent, and manual setups.
All of Maxo’s main competitors offer built-in marketing features, including email marketing (automation, analytics, campaign management), even in their starter packages. While none of efficy’s CRM products had these native features, they could integrate with efficy's fully developed MarTech platform, Apsis. However, the connectors were implemented gradually and suffered from slow performance, long data ingestion times, and complex, inconsistent, and manual setups.
The problem
In addition to the highly technical and slow setup, the main issue with the existing connector was its lack of unity.
Users could access some information from the Martech platform in the CRM and vice versa, but the user flows were exclusive to one platform or the other, causing constant switching and waiting. Furthermore, the platforms looked and functioned completely differently, with significant inconsistencies in user flows, terminology, and branding.
Users could access some information from the Martech platform in the CRM and vice versa, but the user flows were exclusive to one platform or the other, causing constant switching and waiting. Furthermore, the platforms looked and functioned completely differently, with significant inconsistencies in user flows, terminology, and branding.
Users could access some information from the Martech platform in the CRM and vice versa, but the user flows were exclusive to one platform or the other, causing constant switching and waiting. Furthermore, the platforms looked and functioned completely differently, with significant inconsistencies in user flows, terminology, and branding.
Setting the stage
Since this feature had been in the works for some time before I joined, I started by reviewing all existing materials provided by the product manager.
They had already identified gaps in user expectations and defined the marketing personas and roles we were targeting. As a designer, my main objective was to deliver a functional prototype to validate and test the cross-product user flows. This prototype needed to reflect the end-of-year deadline constraints, allowing us to assess whether the included functionality was valuable enough for an MVP.
They had already identified gaps in user expectations and defined the marketing personas and roles we were targeting. As a designer, my main objective was to deliver a functional prototype to validate and test the cross-product user flows. This prototype needed to reflect the end-of-year deadline constraints, allowing us to assess whether the included functionality was valuable enough for an MVP.
They had already identified gaps in user expectations and defined the marketing personas and roles we were targeting. As a designer, my main objective was to deliver a functional prototype to validate and test the cross-product user flows. This prototype needed to reflect the end-of-year deadline constraints, allowing us to assess whether the included functionality was valuable enough for an MVP.
Deep linking was the most significant missing element in the integration, as both products lacked direct access points and shortcuts to each other.
We decided to focus the MVP on email sending. While the Martech platform also supports sending SMS, setting up web forms, and creating marketing automation flows, these features were too ambitious for the set deadline.
Deep linking was the most significant missing element in the integration, as both products lacked direct access points and shortcuts to each other.
We decided to focus the MVP on email sending. While the Martech platform also supports sending SMS, setting up web forms, and creating marketing automation flows, these features were too ambitious for the set deadline.
Deep linking was the most significant missing element in the integration, as both products lacked direct access points and shortcuts to each other.
We decided to focus the MVP on email sending. While the Martech platform also supports sending SMS, setting up web forms, and creating marketing automation flows, these features were too ambitious for the set deadline.
Disclaimer: These materials help set the context for the project but were provided to me by my brilliant colleagues, who made them.
Disclaimer: These materials help set the context for the project but were provided to me by my brilliant colleagues, who made them.
Disclaimer: These materials help set the context for the project but were provided to me by my brilliant colleagues, who made them.
The prototype
I replicated Emma’s exact user flow in the prototype and began refining it by setting rules for browser tab behaviour and identifying where the main deep links were needed.
With the help of a design colleague from Martech, we identified two main types of access points to the marketing platform:
Generic: For quick access to other platforms in the product suite (potentially not just Apsis). In these, the specific user’s journey hasn’t been set yet. This shortcut would open the other product in a different browser tab to maintain the user’s original context.
Specific: Access points for specific user journeys, such as sending an email from a campaign in the CRM or sending an email to a segment from the CRM. This deep link would refresh the user’s current page to guide them through their user flow without interruptions.
With the help of a design colleague from Martech, we identified two main types of access points to the marketing platform:
Generic: For quick access to other platforms in the product suite (potentially not just Apsis). In these, the specific user’s journey hasn’t been set yet. This shortcut would open the other product in a different browser tab to maintain the user’s original context.
Specific: Access points for specific user journeys, such as sending an email from a campaign in the CRM or sending an email to a segment from the CRM. This deep link would refresh the user’s current page to guide them through their user flow without interruptions.
With the help of a design colleague from Martech, we identified two main types of access points to the marketing platform:
Generic: For quick access to other platforms in the product suite (potentially not just Apsis). In these, the specific user’s journey hasn’t been set yet. This shortcut would open the other product in a different browser tab to maintain the user’s original context.
Specific: Access points for specific user journeys, such as sending an email from a campaign in the CRM or sending an email to a segment from the CRM. This deep link would refresh the user’s current page to guide them through their user flow without interruptions.
I went through more than four rounds of prototype iterations to align the entire team and stakeholders on the desired behaviour and technical possibilities. Simultaneously, both products were undergoing rebranding efforts to unify their look, feel and design systems. This added complexity to the iterations, as the UI became outdated very frequently.
I went through more than four rounds of prototype iterations to align the entire team and stakeholders on the desired behaviour and technical possibilities. Simultaneously, both products were undergoing rebranding efforts to unify their look, feel and design systems. This added complexity to the iterations, as the UI became outdated very frequently.
I went through more than four rounds of prototype iterations to align the entire team and stakeholders on the desired behaviour and technical possibilities. Simultaneously, both products were undergoing rebranding efforts to unify their look, feel and design systems. This added complexity to the iterations, as the UI became outdated very frequently.
A look at my sandbox :)
Usability testing
The project included two rounds of usability testing: one with five internal users of efficy’s solutions and another with five external users who resembled our future customers.
Round one's conclusions would inform the iterations needed before round two, which would further refine the solution.
The primary audience for both tests consisted of marketing specialists with prior CRM experience, some of whom were responsible for implementing tools like ours in their companies. The goal was to test individuals with varying levels of knowledge and usage frequency within these groups.
The project included two rounds of usability testing: one with five internal users of efficy’s solutions and another with five external users who resembled our future customers.
Round one's conclusions would inform the iterations needed before round two, which would further refine the solution.
The primary audience for both tests consisted of marketing specialists with prior CRM experience, some of whom were responsible for implementing tools like ours in their companies. The goal was to test individuals with varying levels of knowledge and usage frequency within these groups.
The project included two rounds of usability testing: one with five internal users of efficy’s solutions and another with five external users who resembled our future customers.
Round one's conclusions would inform the iterations needed before round two, which would further refine the solution.
The primary audience for both tests consisted of marketing specialists with prior CRM experience, some of whom were responsible for implementing tools like ours in their companies. The goal was to test individuals with varying levels of knowledge and usage frequency within these groups.
We tested the two main flows originating from the CRM:
Sending an email campaign to an existing segment in the CRM.
Creating an email campaign in the CRM and then sending an email within it.
Both flows guided users from the CRM, through the Martech platform, and back. We also aimed to determine if the reports and analytics for the email campaigns were useful and easily discoverable, and if the campaign contacts and segments were manageable and provided sufficient granularity.
We tested the two main flows originating from the CRM:
Sending an email campaign to an existing segment in the CRM.
Creating an email campaign in the CRM and then sending an email within it.
Both flows guided users from the CRM, through the Martech platform, and back. We also aimed to determine if the reports and analytics for the email campaigns were useful and easily discoverable, and if the campaign contacts and segments were manageable and provided sufficient granularity.
We tested the two main flows originating from the CRM:
Sending an email campaign to an existing segment in the CRM.
Creating an email campaign in the CRM and then sending an email within it.
Both flows guided users from the CRM, through the Martech platform, and back. We also aimed to determine if the reports and analytics for the email campaigns were useful and easily discoverable, and if the campaign contacts and segments were manageable and provided sufficient granularity.
Round 1
The solution was well-received, and even long-time users adapted to the new workflow despite initial confusion. However, aligning terminology remained crucial for clarity and consistency. Users preferred labels like “Create new email” and expected familiar terms like “marketing” in the CRM menu. They also found it unintuitive to start the email sending process before creating a campaign and setting up their contact list.
Based on the feedback, the following changes were made:
Terminology alignments: efficy adopted labels from Apsis, to ensure consistency across platforms.
Workflow adjustments: The process was adjusted to allow users to create a campaign first, plan, and set up their contact list before sending an email.
UI simplifications: The user interface for empty or drafted campaigns was simplified to enhance clarity and usability.
Profile view enhancements: We added information in a contacts' page about the total amount of campaigns they're involved in.
The solution was well-received, and even long-time users adapted to the new workflow despite initial confusion. However, aligning terminology remained crucial for clarity and consistency. Users preferred labels like “Create new email” and expected familiar terms like “marketing” in the CRM menu. They also found it unintuitive to start the email sending process before creating a campaign and setting up their contact list.
Based on the feedback, the following changes were made:
Terminology alignments: efficy adopted labels from Apsis, to ensure consistency across platforms.
Workflow adjustments: The process was adjusted to allow users to create a campaign first, plan, and set up their contact list before sending an email.
UI simplifications: The user interface for empty or drafted campaigns was simplified to enhance clarity and usability.
Profile view enhancements: We added information in a contacts' page about the total amount of campaigns they're involved in.
The solution was well-received, and even long-time users adapted to the new workflow despite initial confusion. However, aligning terminology remained crucial for clarity and consistency. Users preferred labels like “Create new email” and expected familiar terms like “marketing” in the CRM menu. They also found it unintuitive to start the email sending process before creating a campaign and setting up their contact list.
Based on the feedback, the following changes were made:
Terminology alignments: efficy adopted labels from Apsis, to ensure consistency across platforms.
Workflow adjustments: The process was adjusted to allow users to create a campaign first, plan, and set up their contact list before sending an email.
UI simplifications: The user interface for empty or drafted campaigns was simplified to enhance clarity and usability.
Profile view enhancements: We added information in a contacts' page about the total amount of campaigns they're involved in.
Round 2
Overall, users expressed positive sentiment towards the tool, praising its user-friendly interface and intuitive design, the previous issues having been resolved. The main takeaway was that the current integration sat at an ambiguous state; the similar look and feel suggested unity, but their separation caused discomfort.
To address this, I presented the team with two options:
Enhance transition visibility: Make transitions between tools more noticeable by using distinct logos and more descriptive splash screens.
Full integration: Completely integrate the tools into one system with a single menu for both marketing and CRM tools.
Ultimately, the option that best aligned with the higher-level strategy was a full integration. For the MVP, this meant compromising with a less comfortable solution in the short term while working towards a more integrated, single platform version in the future.
Overall, users expressed positive sentiment towards the tool, praising its user-friendly interface and intuitive design, the previous issues having been resolved. The main takeaway was that the current integration sat at an ambiguous state; the similar look and feel suggested unity, but their separation caused discomfort.
To address this, I presented the team with two options:
Enhance transition visibility: Make transitions between tools more noticeable by using distinct logos and more descriptive splash screens.
Full integration: Completely integrate the tools into one system with a single menu for both marketing and CRM tools.
Ultimately, the option that best aligned with the higher-level strategy was a full integration. For the MVP, this meant compromising with a less comfortable solution in the short term while working towards a more integrated, single platform version in the future.
Round 2
Overall, users expressed positive sentiment towards the tool, praising its user-friendly interface and intuitive design, the previous issues having been resolved. The main takeaway was that the current integration sat at an ambiguous state; the similar look and feel suggested unity, but their separation caused discomfort.
To address this, I presented the team with two options:
Enhance transition visibility: Make transitions between tools more noticeable by using distinct logos and more descriptive splash screens.
Full integration: Completely integrate the tools into one system with a single menu for both marketing and CRM tools.
Ultimately, the option that best aligned with the higher-level strategy was a full integration. For the MVP, this meant compromising with a less comfortable solution in the short term while working towards a more integrated, single platform version in the future.
The solution
A seamless, easy to set up CRM x MarTech solution
An integration that enables users to send emails directly from the CRM platform, utilise MarTech to customise their emails, and return to the CRM for seamless overview and management without interruptions.
An integration that enables users to send emails directly from the CRM platform, utilise MarTech to customise their emails, and return to the CRM for seamless overview and management without interruptions.
An integration that enables users to send emails directly from the CRM platform, utilise MarTech to customise their emails, and return to the CRM for seamless overview and management without interruptions.
Flexible and intuitive tool for personalised, data-driven campaigns
Users can begin with a pre-existing segment of people or by creating a campaign in the CRM. If the recipient is a segment, users can utilise data from either platform to add data tags and personalise their email sending.
Users can begin with a pre-existing segment of people or by creating a campaign in the CRM. If the recipient is a segment, users can utilise data from either platform to add data tags and personalise their email sending.
Users can begin with a pre-existing segment of people or by creating a campaign in the CRM. If the recipient is a segment, users can utilise data from either platform to add data tags and personalise their email sending.
Unified analytics and key metrics at a glance
Track key metrics like open rates and click-through rates with clear, straightforward visual reports that are easy to interpret. Users can quickly access a condensed view in the CRM or a more detailed report in MarTech.
Track key metrics like open rates and click-through rates with clear, straightforward visual reports that are easy to interpret. Users can quickly access a condensed view in the CRM or a more detailed report in MarTech.
Track key metrics like open rates and click-through rates with clear, straightforward visual reports that are easy to interpret. Users can quickly access a condensed view in the CRM or a more detailed report in MarTech.
Key takeaways
Iterate, iterate, iterate
Reflecting on the evolution from the first prototype to the final version, it’s clear how a few hundred rounds of revisions can significantly enhance quality. Even before testing, sharing it with colleagues—both designers and non-designers—helped me detach and view my design objectively. Input from project managers, higher-level stakeholders, and marketers enriched the final result immensely.
Reflecting on the evolution from the first prototype to the final version, it’s clear how a few hundred rounds of revisions can significantly enhance quality. Even before testing, sharing it with colleagues—both designers and non-designers—helped me detach and view my design objectively. Input from project managers, higher-level stakeholders, and marketers enriched the final result immensely.
Reflecting on the evolution from the first prototype to the final version, it’s clear how a few hundred rounds of revisions can significantly enhance quality. Even before testing, sharing it with colleagues—both designers and non-designers—helped me detach and view my design objectively. Input from project managers, higher-level stakeholders, and marketers enriched the final result immensely.
Sometimes, you'll have to compromise
This project was incredibly complex and required extensive negotiation and compromise. We faced significant technical constraints, but political challenges were equally demanding. Balancing numerous voices and opinions was difficult, and at times, I had to accept less-than-ideal decisions (where usability is concerned) to achieve alignment and maintain harmony.
This project was incredibly complex and required extensive negotiation and compromise. We faced significant technical constraints, but political challenges were equally demanding. Balancing numerous voices and opinions was difficult, and at times, I had to accept less-than-ideal decisions (where usability is concerned) to achieve alignment and maintain harmony.
This project was incredibly complex and required extensive negotiation and compromise. We faced significant technical constraints, but political challenges were equally demanding. Balancing numerous voices and opinions was difficult, and at times, I had to accept less-than-ideal decisions (where usability is concerned) to achieve alignment and maintain harmony.