Marketing Cloud
Calix Inc. had been working on its Marketing Cloud, built specifically for the marketing group within the service provider community.
Calix equipment (Routers, Gateways, etc.) regularly gathers subscriber information and this product was intended to present these valuable pieces of subscriber information logically so that the marketing team could make better business decisions.
My Role
Principal UX
Company
Calix Inc.
Background
Marketing Cloud will collect subscriber data and create actionalbe insights for the marketing team
Setting The Stage
Problem Statement
Marketing team members were unable to consume subscriber information on the existing dashboard to make actionable business decisions.
Gather Data Points
Collaboration with Core Team + Extended UX Teams
Unmet Customer Needs
Unable To Perform Contextual Tasks
The current design did not support specific roles like Retention, Upselling, and Acquisition
The users were unable to utilize the existing information either because the information was either useless or not available.
Inability to Track Customer Issues
From the current design, marketing teams were unable to understand questions like:
- Who are these subscribers?
- What are the major subscriber pain points?
- What regions are the customer issues coming from?
Hard to Create & Track Campaigns
Marketing teams spent more than 40% of their time understanding subscriber pain points and reaching out to the subscribers to create campaigns.
The existing product did not provide an easy way for the users to either create or track campaigns.
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Unable to Create or Share Reports
Executive-level users need to be able to share high-level subscriber information with other executives to make business decisions.
They were hiring external resources to help them create a view in Excel.
Persona
Collaboration With Research Consultant
Changing Focus To 'One Metrics That Matters'
Collaboration with Core Team of Product and Engineering
Design Workshop - Disney Brainstorming Method
Collaboration with Core Team + Extended UX Teams
New Designs
Design Impact
Summary
