- User Experience
- User Interface
- User Testing
The problem to be solved
Cross-channel marketing presents a seriously complex problem for marketers. How do you send the right message, to the right person, at the right time—without sending them too many messages? The technology exists, but it’s not always easy to leverage. That is where Lytics Orchestrate comes in. It provides an easy to understand model for creating a Journey with multiple conversion points that takes advantage of data science to deliver the best marketing experiences on a per user basis.
Journeys and Experiences
The Journey canvas features a drag-and-drop interface to organize marketing experiences in the larger Journey funnel. Each group of marketing experiences is called a stage, and users move from one stage to the next when they complete the conversion event assigned to a stage. Users in a stage see the experience that is most likely to cause them to convert, as determined by our stellar team of data scientists.
While the Journey canvas allows users to visually organize their experiences, we’ve found it’s also useful to browse experiences independent of the Journeys they are in. Clicking through to any of the experieces listed here takes users to a summary report. From there, the user can jump to several different concerns related to that individual experience.
The experience summary allows marketers to view critical KPIs, including reach, conversions and conversion rate. There are also helpful hooks into other parts of the product, such as the “Recently converted,” which sends you to the User Profile view.
The simple, easy-to-use Orchesrate UI belies the complex logic under the hood. One of the challenges faced during the development process was communicating that complex logic to team members. To aid with this, I created a diagram that outlined every single interaction that the UI needed to support. This diagram helped engineers quickly contibute by making it easy to determine if an interaction was buggy, missing, or behaving as intended.
Making Lytics easier for our users
One of the key purposes of Orchestrate is to make several Lytics features available in a streamlined workflow. It makes building complex segments easier by abstracting the segment rules into UI constructs. It makes exporting audiences to third party tools simpler by bringing export workflows next to standard workflows like on-site modals. And it makes tracking the performance of your marketing easier by bringing your all of your experiences together in a Journey.