In the moment - Marketing Automation Solution
“In the Moment” (ITM) is a comprehensive marketing automation solution that transforms customer interactions into event triggers, allowing us to create personalised and automated marketing experiences for each individual. This project was a collaboration between Westpac and EY, with our design and business teams working alongside a talented group from EY.
As the designer, I focused on the front-end of ITM, specifically the “Journey Workbench” (JWB). This tool features an intuitive drag-and-drop interface that enables users to easily build customer journeys and campaigns. With powerful analytics and actionable data at our fingertips, we can continuously refine our strategies and enhance our marketing efforts.
My role
I'm collaborating with a design team of four on this project. Laetitia, Ron, and I are on the ground daily, working together to create designs. Pat, our design manager, offers valuable design critiques to help refine our work and ensure we're on the right track.
Designers
Emma - XD
Laetitia- Senior XD
Ron Prince - Senior XD
Pat Tam - Design manager/Lead
Working with
Adrienne Demitri (BA)
Kevin Hsu (PO)
Nam Phu (PO)
EY Devs
Before final design...
We began by understanding our user.
Together with my team, we’ve conducted 12+ user interviews with our internal users to understand their process in create, build, implement and optimise a campaign. From the interviews, we are also trying to identify the current user journey of campaign process, who’s involved, the tools they use at each stage and their wants and needs & pain points.
Journey canvas + Experience creation
Navigate from journey library to journey canvas
One can create an experience from both journey canvas & experience library
Experience configuration
Marketer can then use the experience canvas and a drag and drop interface to create experience.
Cohort split
A task to split customers to targeted cohorts to we can have targeted & personalised marketing.
Filter
Filter out ineglible customers by customised criteria like customer attributes, recency, insights model
Action
Different types of actions we can send or communicate to customers
Event
Different types of actions we can send or communicate to customers
