AI Email Marketing tool
I collaborated with a team of 8 other UX students, with input from the product designers at InnovateMap and the CEO of Backstroke, to imagine the direction the company could take over the next 3-5 years.
overview
Timeline
1 semester
Users
E-Commerce Brands & Digital Marketing Teams
Result
High-Fidelity Prototype
process
This project had four phases, using the double diamond approach. In the first stage, we discovered the products that currently exist and learned about Backstroke. Then, we worked to define the direction we wanted to take through blue sky ideation and round-robin schedule. We then worked to develop our ideas, and finally deliver the final product.
1. Build an understanding of Backstroke's product, the AI marketing landscape, and the market.
Secondary Research I researched email marketing, and put together a flow for creating email campaigns. I also researched the marketing funnel to identify how digital marketers keep customers engaged.
Competitive/Comparative Analysis As a team, we put together a competitve and comparative analysis. I analyzed Backstroke's unique value proposition, company advantages, and disadvantages.
2. Explore blue-sky ideation and sketch low-fidelity concepts.
Blue-sky Ideation As a team, we set a timer to brainstorm, write down, and sketch as many ideas as we could. We then took note of commonalities and potential directions.
User Interviews I conducted an interview with a project manager to explore his views on AI in marketing. I compiled my findings with my team member's interviews with digital marketers.
Round Robin Sketching As a team, we had a round robin sketching session. I championed the personalized user flow using generative UI. After I pitched the ideas to the CEO of Backstroke and a subject matter expert, I synthesized the findings.
3. Test and iterate low-fidelity designs.
Low-Fidelity Sketches I sketched out what a "personalized workflow" could look like, focusing on a simulation homepage that would allow marketers to easily compare how different campaigns were projected to perform.
Wireframing After sketching out key pages, I helped prompt Figma Make to develop the sketches into a mid-fidelity prototype.
Cognitive Walkthrough Using the mid-fidelity prototype, we conducted a cognitive walkthrough with Backstroke's CEO. We learned we needed to improve clarity, enhance data visualization, and increase transparency to clarify what AI is doing.
4. Build and finalize high-fidelity design.
High-fidelity Design Using Figma Make, we created a high-fidelity design. This taught me how to prompt AI to create the desired result.
REsult
The result was a high-fidelity prototype that would change the workflow for digital marketers so they can focus on other parts of their job.
Takeaways
I have a lot of learning to do when it comes to AI tools such as Figma Make.
This project taught me how to design in a more abstract space through blue-sky ideation.