Zeta Marketing Platform
Role: UX Engineer | Principal Design PH
Zeta Marketing Platform is an omnichannel marketing platform that orchestrates the entire customer experience from managing data and identity, acquiring new customers to managing and growing existing customers. The ZMP enables activation across devices and channels with AI-driven personalization.
Project Scope
DESIGN & BRAND AUDIT
Before "Zetahub" the platform was originally called Boomtrain, a marketing platform that uses machine learning to send personalized notifications from brands to consumers.
After acquisition, the company took the opportunity to revamp the platforms brand and features. Hence, we started with a usability and feature audit to help us define what the areas that needs to be improved or retained.
Tasks:
Research & Data Analysis | Usability & Feature Audit | Feature Prioritization | Logo Design Exploration
DESIGN
In collaboration with the design teams in San Fransisco and Bangalore, we came up with the design strategy for the new set of features and new designs based on what we have gathered during the design audit.
Since the platform is quite big, we have divided the features per module which are divided into design sprints. The defined high priority modules such as user profile, campaign setup & management were immediately added to the first 2 sprints.
As for the design process, we started with the user journey mapping, followed by interactive wireframes that can be tested by the stakeholders before finally jumping into the final visual design mockup.
Tasks:
User Journey | Interactive Wireframes | Usability Test on Wires | Visual Design (Final UI)
MAINTENANCE & CONSISTENCY
In parallel with the visual and interactive design process, our team in Manila were tasked to establish a Design System and Component Library that will serve as the design bible for the technology team and marketing team. With this Design System, we are able to maintain Zeta's design standards and consistency across the platform and all promotional media.
We have also included design annotations for each component for a more efficient handover to the tech team. This greatly helped the frontend developers avoid mistakes and confusion.
Tasks:
Design Team Management | Design System | Component Library | Tech handover | Design Annotations | Branding
