Plus! Engage

The Project

Plus! Engage is an intelligent marketing and analytics platform that helps marketers optimize their campaigns by targeting the right audience with the appropriate message.

• Led the end-to-end product design, strategy and design system from scratch.
• Partnered with research team to drive user research study and ensured user insights are addressed.
• Collaborated with product and development team for timely release.

Challenges

• As the product spans across collaboration with all departments within the organization, getting alignment with all key stakeholders proved to be challenging and priorities shifting based on merchant's needs also affects the design schedule.
• Working with offshore development team requires clear documentations, annotations and regular communications to check on progress.
• Dealing with complex workflow processes requires multiple rounds of stakeholder review sessions.
• To launch an MVP version design of the Plus! Engage Standard in 3 months.

Research and Persona Analysis

Key personas were identified by the User Research team at the early stage of product exploration and translated to business and product needs.

Plus! Engage Standard platform is targeted at self-serve merchants who uses the platform to join thematic email marketing campaigns, tapping onto NTUC Link's Plus! member base and using campaign performances to track and generate growth for their businesses.

Plus! Engage Enterprise is an extension of the Plus! Engage Standard with more capabilities for self-serve merchants to create dedicated campaign. They can also engage an internal NTUC Link's team of subject matter experts to help them create campaign, schedule campaign, reach the right audience base through advanced data science capabilities. This not only help SMEs but also large merchants to drive awareness, revenue, visits and transactions.

Design Approach

With product needs being identified, our team derived the design objective of the MVP version of Plus! Engage Standard, targeted at the small and medium size business owners (i.e. Heartlander, Celebrity and Technopreneur).

"A user interface that provides ease of use and quick learnability to help self-serve merchants easily join and create content for a themed email campaign."

Defining the App Structure

The very first step of all applications design was to create the app structure to identify all features and functions. This was also used to get alignment with all key stakeholders before committing on the design.

Ideation then takes place with paper sketches and wireframes prototyping. The prototype was used as part of the usability testing before churning out the final visual design.

Breaking down the design objectives to smaller chunks of design guidelines:

Merchants are kept informed of the campaign availability and post-campaign performances to help them know the effectiveness of the campaign and improve their target segments.

Contextual help and examples are provided along the way to assist the merchant in completing their campaign details.

For subsequent phase of the product, Plus! Engage is an extension from the standard product to allow more customisation of campaign content, audiences and mechanics. This is especially helpful for established businesses such as the Conquistador and Cosmopolitan user groups.

Outcomes

• Successfully launched the first MVP of Plus! Engage Standard which led to positive feedback from merchants. Feedback was then taken to drive the continuation of Plus! Engage Enterprise solution.
• Successfully acquired new paying customers every month and continued subscription for existing customers.