This case study provides a macro view of the process of building the entire Marketing 360 platform. It includes examples from various parts of the suite. Some performance metrics have been omitted to maintain confidentiality.
🎯 Our Mission
How might we empower businesses to grow by offering an all-in-one solution for operations and marketing?
It takes a lot to run a business. 
What will your website look like? How will you schedule appointments? How are you going to charge your customers? How can you even get customers? How can you show up on top of Google? Will you write email newsletters to keep your customers engaged? Who will create the graphics for social media? What about ads? And on, and on, and on...
There's too much to worry about.
That said, most small businesses also can't afford to hire a full-time marketing manager and pay for the plethora of tools needed for their operations.
Marketing 360 sought to identify the most important solutions for entrepreneurs, integrate them into one platform, and do so at a fraction of the cost.
More key questions...
• How might we lower the barrier to start a new business?
• How might we make it easier to manage leads and contacts?
• How might we make digital marketing easy to understand? Maybe even make it delightful to engage with?
🙋🏻‍♂️ My Roles
I filled the shoes of a few different roles.
As the Director of Product Design...
I worked with our Chief Product Officer, Chief Technology Officer, and other strategic leaders to break down tactical objectives from our roadmap. I worked with 4 different squads and their Product Managers (each responsible for different parts of the platform) to encourage collaboration, increase alignment, and above all, ask questions.
As a Product Design Manager...
I managed a team of 4 designers. Our team created low-to-high fidelity concepts, developed and documented design patterns, conducted user tests and interviews, conducted market research, and facilitated workshops with the rest of the organization (retrospectives, priority matrices, presentations, etc.).
In collaboration with our Lead Frontend Engineer, I also led the development of a design system and a complementary component library.
Our team was in-office pre-pandemic but switched to full-remote with optional in-office days since, so I've had experience managing in both environments.
As a Product Designer...
I worked on a set of projects in my own squad. Our focus was on the core functionality of the product, encompassing billing management, dashboards, backoffice tools, and more. I conducted research, created prototypes, validated our ideas, and supported development efforts.

A good chunk Madwire's Product Team during our launch in early 2020 (pre-COVID, of course)

🔍 Research
We tested, interviewed, created affinity diagrams, analyzed usage data, and ran priority matrices regularly.
• Qualitative methods included: User acceptance tests on every new feature release, multiple usability tests per project, and external/internal interviews.
• Quantitative methods included: Usage data from Sentry, Google Analytics, and Appcues. We also measured broader business objectives like churn and conversion rates from free accounts to paid.
• After each research initiative, we made a habit of publishing a report for the rest of the team to help each squad prioritize and garner buy-in.
• When tactical items can be derived from our research, the design team facilitated priority matrices.
• We got a recurring budget approved to regularly recruit research participants.
💡 Key Findings Pre and Post-Release
• Platform usage varied greatly by industry. Different business types required different treatment. A way to customize subscriptions quickly and control pricing was paramount.
• We found a correlation between the usage of our Payments app with one of our key metrics: churn. The more our clients used Payments, the less likely they were to leave.
• Businesses needed a more robust contact management solution with built-in automations. 
• Business owners rarely cared to see in-depth marketing reports. The majority of our clients preferred seeing just a few metrics, with a report around return on marketing spend being the top.
🌟 Noteworthy Solutions and 📝 Validation
We formed our squads around the themes from the key findings mentioned above.
• Core Squad
• Consumer Direct Marketing Squad
• Commerce and Productivity Squad
• Advertising and Analytics Squad
Below are some solutions that we converged on per each track.
Serving Every Vertical
Allowing for custom plans and discounts via a homegrown subscription management system.

We organized all of the existing types of subscriptions and developed a game plan alongside our Billing Department and our Chief Architect. The solution needed to respect existing accounting reports while streamlining the data so that a product could be developed on top of it.

Example of what an account manager would work with when giving a custom discount to a subscription. We worked closely with sales reps and account managers to understand all of the custom needs that they have to bill for. This was tested and iterated upon for 3 cycles. The PCI-compliant custom subscription management system was built using Stripe's API.

A later iteration of the billing modal included the ability for our reps to send quotes. Our goal was to eliminate bad credit card entries and to enable our clients to check out on their own – thus saving time for our account managers and sales reps. We worked with the teams to identify key aspects of their sales pitches and designed features around their processes. This included the ability to attach an email message to the quotes that were sent.

An Engaging Payments Dashboard
Enriching the dashboard of the Payments app to spur usage.

Comparing the old (left) Payments app dashboard with the new (right). After interviewing our payments support team, we compiled a list of high-value additions to the application straight from the requests they've received from users. As of July 2021, our Payments solution was processing $4MM gross merchandise volume – a 30% increase from the previous month.

Developing a Modern Deal Management Workflow

Comparing an older iteration of the deal management UI (left) with the new (right). The new version of the product allowed users to click-and-drag deals to different stages, set up automations by stage, and create multiple deal pipelines – all highly-requested by our users. An overwhelming 82%+ of users that we interviewed about the system asked for this.

Separating Marketing Signals from the Noise

Traditional marketing reporting tools are overwhelming and noisy. We partnered with our talented Marketing Team to distill our product down to the essentials. These Overview pages have been among our top pages by views since launch.

🎨 Visual Language
A small design team and over a dozen products meant we weren't going to be able to spend too much time on every new feature. Early on, we developed a design system that revolved around our mission of empowering small businesses with an all-in-one solution: It had to be simple, familiar, and approachable.
We also spent a of time validating recurring patterns in the design language. We tested completion times of tasks using different layouts and created a library of reusable patterns. Tested patterns allowed for confident designing. This meant we could ship much faster by focusing our validation efforts around more important questions rather than worrying about the usability of every screen.

A sample of the components, illustrations, and guides in our design system.

Our components included usage and development documentation.

The Filter component in our design system (Adobe XD) and in the component library (Storybook).

 Results
Product launched and is going strong!
The product has 20,000 monthly active users and growing! Thanks to our responsive design system, mobile usage is way up. Compared to the previous platform, our mobile web usage is up over 400%. New features are actively being worked on. Check it out at https://marketing360.com/.

Marketing 360 dashboard concept, May 2021.

I served as the Creative Director for the new website that launched alongside the product back in 2020.

🎥 Other Media
See videos related to this project.

Marketing 360® product and services overview.

An internal kickoff video I produced celebrating the Product Team's 2020 accomplishments and 2021 roadmap.

An interview with Madwire's CEO where we discussed the value of service design for SMBs (2020).

🙇🏻‍♂️ Thank you for checking this out! Remember: User error is a myth.

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