Nextus
Efficient Marketing Management
Let’s get to the point.
Summary
What’s My Role?
Researcher
Content Strategist
What’s the Timeline?
4 Months
What’s the Problem?
How might we efficiently manage marketing campaigns with the internal team and external vendors?
What’s the Solution?
The Carenet marketing team needs a unified technology-supported solution to streamline campaign management for both internal teams and external vendors.
Situation Analysis
What’s the Situation?
Who is the Client?
Carenet Health is a leading provider of healthcare consumer engagement solutions, clinical support, health advocacy and navigation solutions, and 24/7 access to medical care.
The marketing department of Carenet Health is facing challenges in efficiently planning, tracking, and managing its marketing campaigns. The department relies on multiple tools and trackers, leading to confusion, delays, and inefficiencies. Currently, only two team members know how to use the system and access the necessary information.
Research and Ideation
What, Why, and How?
Who are the Users?
We conducted user interviews with the Director of the Marketing Department of Carenet Health, Amy Hamilton, and the Marketing Operations Manager of Carenet Health, Samantha Miller, respectively on 20 October 2023, via Zoom.
The user interviews aim to understand the current workflow and pain points of the client and review the current digital management tools the client has been using.
Based on our research, we identified three key users; management, marketing team, and contractors. We decided to focus on the management persona for the first stage, because their need was the greatest
Tiffany, a marketing operations manager at Carenet Health, oversees all marketing campaigns of the company across various digital platforms. The use of multiple management tools, each with their dispersed natures, has led to a lack of transparency and confusion among her internal team members and the external vendors. Being the only person who knows well where the information is located, Tiffany has to shoulder extra workload and pressure. She is actively researching alternative tools that might be more comprehensive to fit her needs and benefit her team.
What’s the Journey?
Below is an example of the user journey of Tiffany. If her goal is to check the status of the breast cancer awareness campaign, she will first log into the management dashboard. She will land on the Overview tab on the dashboard. Then, she can navigate to the Campaign tab. On the Campaign page, she will locate the breast cancer awareness campaign and check the status of the tasks across the boards. She then notices a delay in the Google ads task. She can check which team member is assigned to the task on the Campaign page and check in with the team member.
Below is another example of Tiffany’s journey. If her goal is to prepare the flight calendar for the marketing director to report to the upper management, she will first log into the management dashboard. She will land on the Overview tab on the dashboard. Then, she can navigate to the Schedule tab. On the Schedule tab, she will see the flight calendar where she can download the calendar as a report for the upper management.
What’s the Current State?
The marketing team of Carenet Health currently uses multiple tools for managing campaigns, including Monday.com, excel sheets, and SharePoint.
Monday.com
Main Issues:
Not able to synchronize different boards of campaigns to assign different access rights to users
The timeline displays every individual campaign/ task which the upper management prefers not to observe
Excel Sheets
Main Issue:
Not synchronized with Monday.com, requiring the manager to update information separately on both platforms
SharePoint
Main Issue:
Not synchronized with Monday.com, requiring the manager to switch to different platforms to manage the team and tasks
What’s the Problem?
How might we efficiently manage marketing campaigns with the internal team and external vendors?
What’s in the Market?
We conducted a competitive analysis on Asana, Wrike, Zapier, and Hubspot. The criteria of comparison include timeline overview, calendar overview, team messaging, third-party application integration, templates, ability to personalize the dashboard, feature to automate changes across boards, and how long it takes the user to learn how to use the features.
Key findings
Similar layouts across the board, which makes it intuitive to use
Robust third party integration is a crucial feature
The more features, the longer it took to learn the feature
Solution
What’s the Direction?
What if there was a way to simplify and empower marketing management in today's fast-paced world? This inquiry propelled us to meticulously analyze each touchpoint and pain point experienced by users in our dilemma. Our goal is to identify effective ways to address their queries and concerns, fostering a more efficient and impactful marketing management experience.
We decided on “Effortless Empowerment" as the user experience (UX) theme for the solution. It is designed to evoke a sense of mastery and control for users navigating our dashboard. The experience focuses on efficiency, empowering users to effortlessly manage and track reporting. We aim for users to understand the simplicity of the interface, fostering confidence in their ability to leverage the dashboard's capabilities for enhanced work and decision-making processes.
What’s the Solution?
To build a unified management dashboard for the client under the UX theme of Effortless Empowerment with the following goals:
Enable the users to oversee the key information and facilitate campaign management
Improve the reporting efficiency and quality to upper management
Minimize the time of users switching between multiple platforms at work
Design
What’s the Design?
Nextus overview page
Campaigns Page
Campaigns Page
Schedule Page - Timeline
Next Steps
What’s Next?
In the first phase, our main focus is on the user journey of the marketing operations manager. Our solution enables users to oversee and manage all campaigns in one go, improves the reporting process to upper management, and allows users to see the budget status to enhance the efficiency of future campaign management.
For the next step, the client is encouraged to gather feedback from the internal marketing team on the first prototype of the solution to identify areas of improvement. More team features can also be developed to empower other internal team members and external vendors in marketing campaign management. This includes adding a chat room for easy communication, a search feature, and a tag feature for efficiently locating information on the dashboard.
Impact
Let’s Reflect.
I am grateful for this opportunity to work with Carenet Health. It provided a valuable chance to gain insights into the marketing needs of a healthcare company and understand their unique pain points. One major lesson was the difficulty these organizations face in pivoting technology and changing their systems. The varying needs and knowledge levels within the company highlighted the importance of designing solutions that reflect their existing systems and use accessible language for all users.
A significant issue identified was that only two people knew how the current system worked and where all the information was stored. This poses a risk if they are unavailable. Addressing this, we delivered a product that serves as a strong beginning for a new, unified system. Moving forward, more research is needed to ensure the language and interface meet the diverse needs of users. Additionally, increased testing and refinement will be crucial to ensure the tool is intuitive and easy to understand.
