campaign management /content strategy
context
As the digital banking platform matured, so did the need for capabilities to surface capabilities and marketing content. There then arose the need for content to be distributed to specific people and at specific times. This required the creation, population and upkeep of different mechanisms to deliver content in a consistent way. Information to be displayed is provided by multiple stakeholders and must be updated on a regular cadence.
Year
2024-5
Role
Director, UX
Goal
Craft and deploy a content approach starting with a general population approach, progressing to a more targeted approach across multiple audiences and techniques.
Challenge
There were several different mechanisms already deployed on an adhoc basis over time. The mechanisms in place were fractured and did not deliver predictable outcomes.
There was an abundance of content to be displayed in the experience and it was challenging to corral all information to be presented in a predictable structured way.
approach
Assess features and functions available to display information. An assessment of the existing process revealed intake from multiple stakeholders including Marketing, Product, Security and Technology.
To start with general population banners were created and deployed using an existing Content Management System. Performance and CTR on this was tracked to understand traction and interest.
Subsequent to this an out of the box, production ready tool was utilized to present segmented content through simple mechanisms such as popups and drawers that were placed based on user profile and user browsing behavior. Metrics on these were tracked.
This was followed by targeted banners placed strategically in high traffic locations. These banners were developed to target based on financial behaviors such as account balances, fees charged and so on.
Next the tool was deployed in a more fulsome way based on behavior collected. In page spaces, onboarding mechanisms, feature guides and a help center was deployed.
A more curated offer discovery page was crafted and deployed with the majority of the feature set based out of the CMS allowing for run time deployment of content and management by the design and product teams.
An offer opt in capability directly connected with consent and interest driven products was created and enabled to drive interest driven promotions.
Generic and Targeted CMS Banners
3rd Party simple and complex guides
Offer specific campaign pages
From an experience standpoint, the objective at all times is to prioritize the members’ end goal while surfacing content in context.
Organizing and curating content based on differing priorities whether marketing or onboarding or feature discovery
Since the team generating the ask, the team generating the content and the team deploying it in code were all disparate there was a need to create a streamlined process that could allow for smooth function but also clear traceability.
From a process perspective, to ensure the team delivered on both design and outcomes, I took the following steps
Establish a regular cadence of connects with all stakeholders providing intake - Marketing, Product, Tech, Security, Comms
Establish a defined process of prioritization, development and review of content and associated metrics to ensure visibility of information, accountability of decisions and traceability of actions needed.
Enabling team in exploration of the art of the possible with the various technology solutions available, supporting the development and deployment of differently shaped spaces available just in time in the context of the member’s experience.
outcome
Over a period of a fiscal year, we released over 30 campaigns targeting different users and different objectives. While summarizing the impact of these capabilities is challenging
~30 campaigns
2024 - 25
16% share of volume
Upgrades influenced
62% users
Funding goals influenced