I orchestrated the execution of a cross-channel marketing initiative to drive app downloads, overcoming technology gaps and providing customers with a seamless journey across touchpoints.
Design Process
Requirements Gathering
To kick off the project, I collaborated with business stakeholders to thoroughly understand both the campaign’s objectives and the overall campaign plan. This involved aligning on key goals and identifying the specific campaign requirements. From this, I was able to define the necessary technical requirements that would ensure the campaign’s success across multiple platforms.
Defining the Approach
I then outlined a clear execution plan, identifying potential challenge areas, including the desktop-to-mobile transition and app tracking. I focused on areas that required further exploration and testing to ensure the solution would be both effective and scalable. This preparation laid the groundwork for us to address any possible roadblocks before committing to a final solution.
Experience mechanics sheet mapping out how and where customers are directed from each placement and call-to-action
Ideation
During the ideation phase, I designed a range of potential solutions that aligned with the campaign’s content, messaging, and microcopy needs. I worked closely with the Creative team, providing clear direction on what was required from them to meet the campaign’s objectives.
Additionally, I collaborated closely with the business stakeholders, iterating through several versions to ensure we stayed aligned on both the creative and tactical solutions. This iterative approach helped us refine the execution plan and ensure we were on the right track before moving forward.
User journey map with content and production notes
Testing and Iteration
Once the solutions were designed, I led the testing phase to address known challenges and unknown outcomes, particularly focusing on web/app transitions and branch links. I collaborated with the App Product Marketing team to create custom links, allowing for more granular tracking of app downloads. This enabled us to attribute the success of the campaign to specific touchpoints directly. Rather than relying on a general app landing page as initially planned, I proposed and implemented a bespoke page that aligned all touchpoints with the campaign, enhancing the overall user experience. Testing was conducted in the production environment to ensure accuracy and effectiveness.
User flows and prototypes were created to demonstrate key scenarios across touchpoints (email, app, web) for mobile and desktop devices
Implementation
Following successful testing, I finalized the execution requirements and provided detailed instructions to both the creative and production teams for seamless delivery. The campaign was implemented with all components functioning as intended, and the process enhancements led to a more streamlined user experience across mobile and desktop environments.