a text message marketing company struggling with erratic margins, inconsistent typefaces, hard-to-find functions wanted to improve their overall very confusing experience [tone: simple, clear, approachable].
objective | to improve the interface and experience of the platform for users, exclusively on desktop; we needed to organize all the overwhelming information, features, and functions to be seamless and effortless. in order to do so, it would be essential to standardize navigation for better functionality and work flow, and establish visual consistencies to get the user to familiarize themselves with the process in an easy-to-learn fashion.
a glimpse of the target audience via personas
feature value matrix
the feature value matrix allows me to numerically decide which features to prioritize when designing the wireframes. the features highlighted in green should be the most prominent or most easily accessible, while the features highlighted in yellow should be minimal.
wireframe sketch samples
big idea | to bring order to chaos! we also wanted to prove that text message marketing can be easier than most people believe it to be (and maybe even a little fun)!
visual competitive analysis
overall, the observation was that the competition used a lot of blues, with left-sided navigation for functions. the top was reserved mainly for account information.
style tile 1: minimal
i explored the use of a monochromatic blue color scheme with a very linear look and feel. the duality of the deeper shade and the softer hue creates a friendly and trustworthy vibe for both men and women. the blue is also muted with some gray so that it can imply a sense of relaxation to pair with the large amount of information presented.
style tile 2: bold
alternatively, i delved into blockier designs with darker blues, and the addition of a soft green. this creates a marriage of elements with the client's logo, as well as an added connotation of growth and balance. i also explored bolder graphics to showcase personal stats. there would be more use of colors to engage the user, but not necessarily in an overly playful way.
client feedback | client appreciated the psychology behind the colors, as well as matching their brand. they preferred the bold style tile more than the minimal one, as it seemed to resonate with a wider audience. they also believed it had a better balance of being lively yet having a get-down-to-business vibe. though they wanted to keep everything relatively flat, they suggested adding a little bit more depth in certain aspects. client further confirmed that they did not want any photo realistic images to distract from the tasks, but to continue with the simple graphic illustrations.
the final design
video demonstration - prototype of profile pages
video demonstration - prototype of managing and creating campaigns
extended view - building "single message" campaign
(all other campaign templates operate in a similar fashion)
other sample pages
conclusion | overall, the client loved how we simplified the entire process. they are normally inclined towards extremely technical details (that the layman would not understand), so they were impressed at how their friends/family grasped the concept, without being familiar with the backend technicalities of the platform. they loved how their logo colors were integrated into the designs, and the progress meter at the right. they also loved the easily accessible data, visualized by line graphs. we vastly improved from their unfocused, scattered functions, into a more streamlined and easy-to-follow flow.