CM.com’s web app to send bulk mobile messages on any messaging platform was updated to allow for rich media messages. The Campaigns application is the most used application within the CM.com SaaS portfolio with 1.000+ users daily all over the world. https://www.cm.com/campaigns/
Opportunity
CM.com’s most successful tool was to include new, rich media channels. The UI needed update to facilitate the creation of rich messages, which created the opportunity to completely redesign the interface from the ground up.
Result
Extensive continuous research, both quantitive and qualitative, revealed several key points to address. This resulted in a modern, responsive interface with a realistic preview of the created message.
Result
The original ‘widget’ based layout is replaced with a full-screen responsive message editor with a realistic message preview.
Use the slider below to compare the original design (left) with the new design (right).
Continuous research
Generative research through user interviews, to uncover latent needs and qualitative insights into unmet needs in the current application.
Evaluative research through digital experience tracking using Fullstory. New features are tested on a beta environment and performance tracked by measuring the impact on key metrics (conversion, error rate, frustration rate, etc.) over time.
Impact
29.3%
Increased conversion rate
48.9%
Decreased conversion time for top ups
76.9%
Decreased error rate
29.5%
Decreased frustration rate
Alleviating send anxiety through a realistic preview
One of the more salient insights involves so called ‘send anxiety’. Sending a message to more than 1.000 people can be intimidating, and the message should be 100% correct.
The new message editor screen helps alleviate send anxiety in multiple ways. At first, the highly dynamic is true to the channel chosen for the message. This way, the user can see exactly what their recipients will see when they receive the message.
Cross & upsell
The original application was build as a development tool, without a SaaS mindset or goals. It therefor didn’t use the available touch points for potential up- or cross-sell.
Research revealed several potential up- and cross sell opportunities across the application, for example to easily top up credits if funds are low, or when rich media could be beneficial to create an easy way for users to try out a new channel.
Responsiveness
Research showed that about 5% of the first-time visits is on a mobile device, but quickly switch to a desktop device, resulting in 1% of all people being on a mobile device. The user experience could be improved by proper responsiveness of the application.
Celebrate successes
The original campaign creator had no success state after successfully scheduling or sending out a message. Instead, users were lead to the overview of all campaigns created.
The moment of successfully completing a task is a great opportunity for some positivity. A new end-state is added, which includes an escape for the user to undo their action (if they suddenly spot a mistake) and next actions are offered.