design thinking | discovery | user research
Streamlining Workflow | Martech
Itaú | 2023
Overview
Martech, within Itau, is not only the area dedicated to marketing automation but also in charge of process and solution management and development for the Marketing unit. So, Digital Asset Management and processes involving vendors, ad agencies and internal teams are tackled by the area, and streamlining communication is essential to develop campaigns.
Challenges & Goals
The Martech team used a Digital Asset Management tool to coordinate the whole process of reviewing and approving campaigns. The workflow management still consumes a lot of employee time and there is information loss during the process.
Usability
Due to the high demand in the ad agencies, it’s crucial that the platform allows sharing, organization and universal access to assets.
Single form
To avoid confusion, the briefing should be stored in one central location.
Tracking workflow
To check the version history of a campaign.
Solution
The team lacked Project Management features within the Digital Asset Management tool. The given solution did not provide this kind of solution and the campaign manager couldn’t monitor and organize the workflow without roadblocks in a centralized way, so the best solution was to change to another market solution that provided features to both personas – internal client and ad agencies.
Discovery
Understanding the problem
My main objective was to understand the context, user needs and what the platform should offer to address those needs. I conducted user interviews, individual sessions with 12 people for 4 different ad agencies.
After a week of discussions, I gained valuable insights and feedback from their experiences, needs, and preferences.
Main problems identified:
- Multiple users need edit and view access to the workflow.
- A central location is required for receiving briefs.
- The tool should enable monitoring of both demands and version history
Userflow
What is the workflow process inside agencies? I needed to share the daily routine and how many people are involved in this process until they have an approval.
I created different scenarios: the happy ending and when the person responsible to edit is out of office.
I’ve been using Figma in my discovery process. When I have the option, use Miro too but in this case I don’t have the access.
Leasons Learned
Even though a solution to an issue that brought a lot of pain to the team and platform users it had few impact afterwards, as the leadership wasn’t involved. People with the authority to approve budgetary changes were not part of the project and any change won’t be made for now.