SaaS Campaign Tool for Account Managers

Overview
The Campaign Tool was originally built without a user-focused design, leading to frequent setup errors by Account Managers. These errors caused mass issues, customer complaints, revenue loss, and ongoing escalations that disrupted Product and Operations teams.

This project focused on redesigning the Campaign Tool to reduce human error, improve user confidence, and enable scalable self-service campaign creation.

My Role

• Lead Product Designer & Researcher
• I owned research, UX strategy, and end-to-end design. I worked closely with Product, Engineering, and Operations, delivering designs, stakeholder presentations, roadmap planning, and optimisation workshops.

The Challenge
How might we reduce setup errors and mass issues, minimise customer impact, improve partner satisfaction, and free up team capacity across Product and Operations?

Research & Insights
Hypothesis
If we redesign the Campaign Tool using a user-centred approach, setup errors will decrease—leading to fewer mass issues, reduced escalations, and improved operational efficiency.

Understanding the Problem
Through workshops and incident analysis, we documented all mass issues, identified root causes, and prioritised quick wins alongside a longer-term redesign.

Key insights

• Gating setup was the primary source of errors
• Missing or incorrect inputs frequently caused failures

Understanding the User
We researched why Account Managers were creating mass issues and where confusion occurred.

Key insights

• Interface complexity and unclear language increased cognitive load
• Gating configuration was difficult and error-prone

Designing the Campaign Tool
Using existing designs as a base, I redesigned the tool to clearly communicate an MVP direction while improving usability, structure, and in-context guidance. This enabled Product to plan implementation, define sprints, and align stakeholders on scope and impact.

Validation & Testing
We ran usability tests with 16 Account Managers, split between users with and without prior mass issues.

Results

• Improved clarity and ease of setup
• Higher confidence when launching campaigns
• Strong validation of guidance, structure, and gated flows

“I think these improvements will make a huge difference in the amount of mass issues created.”

Impact

• 23% increase in user confidence
• 68% task completion rate for simplified setups
• 38% increase in campaign creation
• 36% reduction in setup issues
• 70% improvement in positive user sentiment

Six months post-release:

• Mass issues reduced by 62% (79 → 30)
• Bookers impacted reduced from 41,327 to 15,704
• Revenue loss reduced from €300k to €114k

Outcome & Learnings
The redesigned Campaign Tool (V2) shipped in February 2024 with measurable reductions in mass issues and escalations. A key learning was the importance of research-backed design in building stakeholder confidence, especially in high-risk operational environments.