CliX - A Campaign Engine for Customer Engagement & ROI

About CliX

CliX provides a marketing automation solution to help brands streamline and run their customer engagement activities.

This project aimed to create a platform enabling marketing professionals to reach customers through various channels and target the right customers with the correct message.

Project Objectives

Understanding the Problem

• Lack of omnichannel engagement

• Limited automation for engagement

• No interface for campaign performance insights

• No digital medium to request ROI reports

• Lack of an automated quality check process

I was the sole Product designer on this project, working closely with a dedicated product manager, Marketing manager, Data analyst, and a remote development team.

My Role

Duration: 16 Weeks

I started with user research, conducting a series of interviews with marketing & campaign managers to better understand the current process, areas of complexity, and frustrations, and simultaneously we did the market research and explored similar solutions to understand the users’ needs.

I synthesized all the research findings and then summarised the information I collected.

Research

Time & Effort

Marketers wanted to launch campaigns quickly without navigating multiple screens or steps.

Personalization

There was a high demand for more flexible customer segmentation and targeting options.

Real-Time Data

Having immediate access to campaign performance was crucial for making adjustments.

Collaboration

Multiple marketers often work together on a single campaign, requiring smoother collaboration features.

Key Insights from Research

With market research, I conducted a competitive analysis of 4 big players HubSpot Marketing Hub, Salesforce Marketing Cloud, Mailchimp, and Zoho Campaigns to identify strengths and weaknesses in existing solutions.

Competitive Analysis

• Most competitors struggle to balance user-friendly interfaces with deep customization options. While tools like Mailchimp offer ease of use, they often lack advanced segmentation features.

• Platforms like Salesforce Marketing Cloud provide powerful capabilities but have a steep learning curve.

• The ability to customize campaigns, templates, and workflows remains a critical pain point for marketers across platforms.

Key Takeaways

For brainstorming, we used Whimsical, as we were all working remotely. Every week we had team meetings to check the progress and decide the future course of the project.

Team brainstorming

After understanding the current process, areas of complexity, and frustrations. I then summarised the information and created a persona, highlighting the goals and frustrations of marketing people.

User Personas

Marketing Manager

"I would love to track my customers' journey from the very beginning till they become an evangelist."

Lives in Bangalore

Jessica, 40

Jessica is a marketing manager living with her family in Bangalore. She has 15+ years of experience working in marketing and supervises a team of 6. She believes in keeping herself updated with new technology.

Bio

Technology

• Internet

• Social Media

• Online Networking

• Macbook

• Want an interface for campaign performance insights?

• Want to track all the touchpoints of every customer?

• Want to manage all her marketing campaigns?

Goals

• Have to use multiple platforms for campaigns

• Lack of omnichannel platform

• Limited automation for engagement

Frustrations

Personalize every customer interaction within one dashboard

Automated Journey Builder to create customer lifecycle

I envisioned a single platform for teams to view performance across all channels. The dashboard offers detailed insights into campaign engagement rates, ROI, and the effectiveness of different segments.

I focused on automating customer journeys based on predefined lifecycle templates. This feature allowed marketing teams to engage customers at the right time and track the success of each campaign.

Final Design

Track Insights & manage all campaigns via a single interface

Drag & Drop e-Mail Builder to create professional emails

Design, code, or use pre-existing templates for your campaign

With the new interface now, teams can access insights from all customer communication channels and manage them effectively. Campaigns can also be uploaded in bulk to save time and effort.

With this feature, teams will be able to create professional-looking emails without coding. This feature simplified campaign creation, allowing businesses to focus on messaging rather than technical details.

Users can use pre-built templates for their campaigns to reduce repetitive manual setup.

I conducted multiple rounds of usability testing with 6 marketing specialists, focusing on the ease of use and efficiency of the new features.

Testing & Validation

Feedback was largely positive, with users praising the simplified flow. However, a few areas for improvement were identified:

Template Customization

Users requested more flexible templates that could be tailored further without leaving the campaign creation page.

Real-Time Alerts

Users wanted to push notifications for campaign milestones (e.g. when a certain performance threshold was reached).

Based on this feedback, I iterated on the designs and shared them with the dev team.

Usability Testing

The Clix Campaign Engine was successfully launched and adopted by the marketing teams. The automation features reduced campaign setup time by 40%, and the real-time dashboard increased the speed at which marketing teams could optimize their campaigns.

Final Outcome

reduction in campaign setup time

40%

improvement in real-time decision-making accuracy

Positive feedback from users who tested the platform

25%

90%

This project was a great example of how user-centered design can make a significant impact on a business’s bottom line. By deeply understanding the pain points and goals of the users, we were able to create a product that simplified their workflow, increased productivity, and ultimately drove better results.

I learned the importance of flexibility in design, ensuring that the solution could serve both novice and experienced users. Additionally, I realized the value of real-time feedback loops, which enabled marketers to optimize their campaigns continuously.

Reflection

Check out the CliX live in action >>>