Internal Marketing Analytics Tool
As the lead designer for Project MOCA (Marketing Optimization Capability Analytics) at American Express, I undertook the challenge of revolutionizing the way marketing teams approach budget analysis across multiple channels. Historically, marketing teams faced difficulties grappling with intricate Excel spreadsheets to compare budgets. The objective of this design project was to create an internal marketing analytics tool that strategically analyzes and budgets for enhanced business results instantly, saving time and effort.
Unlike other projects I designed at Amex, this internal initiative involved direct collaboration with developers, necessitating an effort to bridge the gap between UX design and development expectations. Establishing a foundation of patience and clearly defined project requirements were crucial to ensure that the designs met and exceeded expectations for the eventual users of this tool.
To map out the application design, I created a comprehensive user flow, enabling the team to identify the necessary functionality and design pages systematically.
Starting with the home screen, where all “Jobs” within the user’s business unit are displayed, I provided various options to the development team. The team agreed on a version utilizing colored badges for job status and a light box for additional actions, such as editing, duplicating, deleting or generating a report, depending on user permissions.
Options Presented
Option The Team Moved Forward With
Moving to the Job Configuration page, where users can create or edit jobs and configure products and budgets, I initially explored a tab-based approach. However, considering the user’s need to complete each step in full before generating a report, I opted for a multi-step tracker, offering a clear view of progress.
Experimenting with tabs and ways to customize budgets
Final Design - Edit and Add Job Simulation
Final Design - Edit and Add Direct NAAs
Final Design - Edit Linear Channel Budget and Edit Custom Channel Budget
The final page, Generate Report, allows users to analyze factors contributing to budget and ROI. I presented several options to the development team, emphasizing the highest ROI in each section by using symbols, badges or highlight boxes. The chosen tabbed report section facilitates navigation between ROI, NAA, CMV and Budget sections, providing insights into the most optimal marketing channels.
Upon the development of this enhanced tool, American Express marketing teams can swiftly identify the best marketing plan, saving time and automating the analysis process. The shift from complex spreadsheets to an efficient one stop-shop tool allows marketing teams to redirect their focus towards more impactful projects, marking a significant advancement in the optimization of marketing strategies at American Express.
Experimenting with ways to display ROI that is noticeable to the user
Final Generate Report Design - Using Tabs to Identify Highest ROI for Each Channel Type
