Role: Product Design Lead
Company: Ometria
Year: 2020 - 2021 (Ongoing project)

Background

One of the promises of the Ometria platform is to deliver cross channel marketing experiences. Letting retailers set up campaigns that reach their customers across multiple touchpoints: Email, Sms, browser and mobile push notifications.

In 2020, the product team with insights from the sales team, leadership and high-value customers decided to tackle one of the missing channel: Push notifications.

While only a handful of our existing customers had mobile apps, this new feature would position Ometria to a very attractive place among other Marketing platforms.

Objectives

• Let retailers create mobile push campaigns

• Create a flow that will Orchestrate multi-channel campaigns

• Let retailers report on mobile push notifications and track the performance of their performances

Definition of success

• All customers have the ability to send push notifications campaigns once they have integrated their mobile apps with Ometria

• 2+ customers have sent multiple push notifications campaigns without incident nor major error

Risks

• Are any of the channel strategies more/less valuable, more/less desirable?

• What will the experience of configuring triggers look like for existing vs new campaigns?

• Orders trigger - how do app orders come in?

• How will we integrate with existing triggers?

Discovery & Insights

After a thorough competitor analysis, we interviewed Ometria’s existing customers that have mobile apps

Following insights were highlighted by the team after the interviews:

• Customers will use this feature to adopt a new business strategy. They wanted to reach valuable/high-value users with highly relevant and timely messages.

• Customers will start using this new feature in the existing automation campaigns therefore the friction to use the new channel will be minimal. Every channel will be orchestrated from the same place

• The mobile push should be added as a new channel along with side email, SMS and social media

• There should be new mobile-only triggers added to the existing list of triggers that enable users to create highly customized campaigns

• A new customer channel setting will be created. Customers will be targeted according to their mobile preferences (Push enabled, push preferred, push disabled)

Exploratory interviews

Multi-channel campaigns strategy

How new mobile push channel will be integrated into the existing flow? New mobile triggers and customer’s mobile preferences made this journey quite complex. Most of the complexity came from validating and testing each possible cases.

The journey itself was self-explanatory for most of our customers, who were already familiar with the existing flow.

List of existing campaigns

Cross channel automation campaign flow

Merge tags

We implemented the merge tag system that would create relevant and highly customised messages for the target audience

Outcomes 

• Usability tests were successful; users accomplished the tasks with ease.

• Mobile push notifications are still in the development stage.

• The Discovery process started to implement the new channel in other parts of the platform (Broadcast campaigns)

What I learned

• While the project had a low risk from the usability perspective, adopting this new feature would take some time.

• Mobile channels (Sms & Mobile apps) have a whole different level of connection with the end-users. Its lack of relevancy plays a significant role in this perception, as most of the company uses notifications as generic “broadcast” blasts to all users

• Personalised and timely push notifications have a much more profound impact on the users compared to email marketing.

• Competition in digital marketing is fierce, and many other accomplished companies deliver outstanding mobile push notification experience. Customers expect to see the same level of quality and capabilities that our competitors have.

• Frequency management becomes even more critical with the addition of this new channel. Untimely marketing from other channels can undermine the value we are delivering by push notifications. As a team, we decided to explore the following question: Am I Sending the Right Number of Messages?