PROBLEM

Allow Marketers to efficiently automate their messaging for common consumer behaviors and statuses.

CONSIDERATIONS

• Optimization of flow is just as important as creation of them.
• Marketing goals should lead the user perspective, not the worst case scenario.
• UI should speak human, not robot. E.g., Let the marketer define a trigger as a “user signing up” and we go figure out if that equates to a sign-up email being sent or if a list is being updated, etc..
• Minimize the need for Dev intervention on the client side, eg, we should “listen” for triggers, as opposed to relying on API push from the client.
• Keep things simple & clear
  • Make it clear as to what they are looking at, whether they are zoomed out or in the weeds, i.e., be able to identify what a flow does w/o having to dig in.
  • Have a clear start & end for flows (so you can tell if it’s working).
  • Help users to keep flows simple (fewer steps < 20?). This will reduce complexity for the webapp, and for the user.

APPROACH

Options

• The client (perhaps expects to and therefore) defines the path of the customer-brand interaction touch points in a linear fashion, and does their best to account for all possible situations.
• A less “directed” path in which the marketer concentrates on defining specific touch points, not necessarily in a linear fashion, and expects the users to experience the brand in a more natural way.

Potential Interfaces

• Voice control
• Diagram/drawing translator
• File conversion
• Natural language parsing
• Get professional services involved

GUI Options

• Flow diagram builder
  • Highly UI Dev intensive (drag & drop builder UI)
  • Similar to market (like a flow diagram, but cutting down on ‘desire-ability’ and likely usability, to make it easier to build).
  • Not sure how possible this is.
• Rule builder
  • While arranged in series or flows, would expect users to naturally move in and out of flows and not necessarily expect them to hit all touchpoints.
• Explore to find the best of the possible view models:
  • Outline
  • Spreadsheet/table
  • Flow
  • Textual/questionnaire
  • Timeline
  • Combo
  • Wizard
• Explore control options
  • Drag & drop
  • Keyboard
  • Form elements

SOLUTION

• Builder interface (not drag & drop) to minimize user distraction and to simplify development.
• Reporting overlay on flow itself for a conversion-funnel-like experience to high level reporting.
• Accelerators – pre-built recipes, to enable automation to be created in minutes.
• Goal definition to inform what reporting should focus on from a client success KPI standpoint.

Full Prototype

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