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Reward configuration
Buyapowa - CMS / B2B2C, SaaS
Enhanced campaign functionality to support multiple use cases through API integrations, expanding the reward offering for customers to enable over 2,500 reward types for new campaigns.
Achieved a 35% reduction in usability support tickets, saving £1.3k a month in labour costs
Problem
As customer demand for diverse reward types increased, the CM team faced challenges managing a large number of rewards due to platform limitations. Navigating the platform and handling campaign content became difficult, causing delays in launching campaigns and leading to clients churn.
Solution
The design solution seeked to improve the platform navigation and usability, allowing the CM team configure a higher number of reward types and manage campaigns with ease. To achieve this, it was important to ensure that users could upload and manage content without limitations.
Impact
Following the improvements on CMS platform functionality, we witnessed a significant 25% surge in user adoption rates, allowing the CM team to configure over 2500 reward types and manage campaigns with ease.
Discovery
In the discovery phase, I worked closely with the CM team to pinpoint the platform's pain points regarding campaign content creation, management, and user navigation. I explored various user scenarios for creating and editing campaigns, identifying obstacles in their workflow and closely listening to their feedback on areas needing improvement.
User research
Working closely with the CM team allowed me to gain deeper insights into their workflow, spanning both market and campaign levels. Through exploring various user journeys for campaign creation and management across different levels, several recurring pain points emerged during the research phase:
Navigation
Upload Assets
Breadcrumb navigation restricted CM users' ability to directly access different sections or features resulting in a poor user experience.
Users were unable to upload assets at market or campaign level.
Email configuration
Nurture sequences
Users couldn't configure different reward emails and had to resort to using an older version of the platform to access this feature.
Users were unable to set up nurture sequences for emails once the campaigns were live.
Reward configuration
Users were unable to configure rewards at market level
Side navigation
The breadcrumb trail offered a helpful path through the pages, but it limited users from reaching various sections or features of the platform. To improve navigation and make it easier to find specific areas, we introduced a side navigation. This allowed direct access to both existing and new features, including reward configuration, uploading assets, reward email setup, and nurturing sequences.
Before & after the introduction of the side navigation
Anatomy
The side navigation component consists of links, icons, chevrons, and levels categorized as primary, secondary, and tertiary.
A slide-out panel and a scroll bar allows the user to navigate through content that exceeds the visible area on the screen.
1. Navigation in the collapsible state, showing primary page level icons only
2. Navigation in its expanded state, showing primary page level icons and accompanying text
3. Primary group in side navigation with secondary and tertiary navigation underneath
4. Secondary pages under a primary group
5. Tertiary pages under a secondary group
6. Chevron to expand and collapse side navigation 

Upload assets
After implementing the side navigation, the platform's capabilities grew to enable users to not just upload assets but also preview, edit and assign them to specific campaigns. This improvement allowed the CM team to assess the quality of uploaded assets pre-launch, ensuring they met optimal specifications and minimizing the risk of errors during live campaigns.
Upload Asset configuration
Assign Asset configuration
Reward configuration
To improve platform functionality and broaden the range of rewards available, we integrated with a reward distributor. This involved revaluating how we configured reward options previously, allowing the CM team to set up over 2500 reward types and seamlessly incorporate them into campaign configurations for easier management.
Configure reward option
Delete reward option
Configure email
To set up various reward emails for their campaigns, the CM team had been relying on an older platform, V1. Unfortunately, this often led to duplicated data or incorrect emails being sent to end users. With the introduction of the side navigation, the CM team gained the ability to configure all emails in a single location, ensuring consistency and preventing the dispatch of incorrect emails.
Configure email
Reflection
The introduction of a new side navigation, alongside the breadcrumb, significantly enhanced platform usability. This combination not only facilitated the addition of new sections and features but also streamlined navigation, leading to improved user engagement and boosting re.
These lessons have not only contributed to the success of the project but have also honed my skills as a product designer, enabling me to better identify and address user needs while designing intuitive and engaging experiences.
Sky rewards
Buyapowa (B2B2C, SaaS)
Revamped Sky's referral journey and increased customer retention by 33%.
Optimised the registration process and improved conversion rates for redeeming rewards across Sky products, including Sky Glass, Sky Broadband, and Sky Mobile.
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