Campaign
- Exploration & Iteration

Product Designer | Dec. 2022 - May 2023

Market / Competitive Situation

70 % of Internal Communication departments in companies don’t have a dedicated tool for strategic content planning (Zukunft des Mitarbeitermagazins 2019)

50 % of Internal Communication departments do not measure success/performance of their content at all because of lacking resources (Zukunft des Mitarbeitermagazins 2019)

Product-level

Internal Comms managers struggle with limited analytics at the individual post level, while internal communicators think in larger campaigns spanning multiple posts and channels.
Aggregating related topics in a topic news feed poses challenges for Internal Comms managers, especially during the COVID-19 pandemic.
Internal Comms managers lack effective tools like People Analytics & Direct Surveys to measure success and justify their department's budget, unlike other departments with strategic platforms and suitable KPIs.

Customer cases

Customers who realize that Internal Communications (IC) is a strategic tool for realizing business strategy and impacting company culture.

Customers with mid-sized/larger Internal Comms Teams, working closely with the CEO/board on a company-wide level.

Internal Comms Champions, either driven by metrics or pushed by their Manager/CEO to prove the results of their work.

Internal Comms Managers who have transformed their department to "Employee Experience" and collaborated with traditional HR.

Painpoint/Need

The need to demonstrate the results and impact of their IC efforts.

Painpoint/Need

The need to effectively measure and showcase the results of their IC work.

Painpoint/Need

The need for suitable mechanisms and tools to measure and validate the outcomes of their IC efforts.

Painpoint/Need

The need for strategic platforms, comprehensive analytics, and suitable KPIs to measure and enhance the employee experience.

Current Solution

Some customers are not addressing these challenges at all
Others manually collect data across posts using Excel.
They use a SharePoint Custom List to organise their future posts
They are using MS Teams (planner views) for both external and internal communication

Current Problems

Defining Internal Comms Strategy

Aligning Comms Strategy with Business Strategy

Involving and Aligning Local Editors to Global Campaigns

Aligning the comms strategy with the business strategy is challenging.

Involving and aligning local editors to global campaigns is challenging.

Challenges in managing content related to a strategy and collecting ideas for campaigns.
Analyzing trends on topics across different channels and aligning topics with target audiences.

Customer from

Internal communication strategy

User case

Minimum Viable Product

Quick time-to-market

Testing a business idea

Learning about customer preferences

We want to release the campaign to market as quickly as possible and gain a competitive advantage over other companies.

We want to test a simpler version of campaign with real clients feedback before committing to a large budget required for the full-fledged product development.

We want to learn what resonates with our target market and what doesn’t, enlarging the potential user base.

Main features

Strategize

Enable clear and accessible strategic goals for the content team by allowing users to add campaign goals, which are prominently displayed for system-wide editors and administrators during content management and evaluation..

Create and manage

Effortlessly check the editorial timeline for posts, create new posts, and edit drafts from the campaign's detailed view. Clear labels display the published status of each assigned post, allowing for a quick overview of published, scheduled, and upcoming posts.

Analyse

Analyse campaigns on multiple levels: compare post performance within a campaign and evaluate overall engagement. Access detailed statistics like likes, comments, and visits for individual posts and the entire campaign.

Campaign List Page

Campaign Detail Page

Feedbacks from MVP

The customers that used campaigns seemed to like the feature/functionality.

Feedback on the feature

Some customers don't plan to use it in the future due to limited value for the price or other priorities/tools.

Missing functionalities according to customers

Visibility of campaign-level visitor data for more efficient comparisons.
Ability to use different content types (pages/forms/...) within a campaign.
Visibility of stats for unpublished posts that were previously published.
Exporting statistics.
Noting re-published posts and tracking increased stats.

Findings from Interview

Reasons for Creating Campaigns

Limited Use of Campaigns for Timeframe Topics

Missing Statistics for Unpublished Campaign Posts

Customers create campaigns to gain topic overviews and track conversion rates for specific topics.

Most customers use campaigns for long-term or recurring topics, while few have short-term topics suitable for campaigns.

Customers want access to statistics for posts assigned to a campaign but not yet published.

Mapping problems & ideas in user journey

How might we measure the success of our messaging?

Have a try

Personalized Goal Setting

Displaying More Effective Data

Results Display is Not the End Point

Provide users with a scientific framework for setting goals, allowing them to track performance in a more targeted manner while meeting their specific needs.

Presenting users with a greater amount of meaningful data to aid in decision-making and judgment.

Enabling data optimization possibilities by providing users with actionable steps for further improvement.

Interaction Modal——Bistro Approach

The "Bistro approach" involves designing with consideration for user appetites and preferences.

An in-depth investigation of the app and intranet's content features is conducted to understand user appetites, which can be categorized as either an appetite for creating or an appetite for monitoring.
Another dimension considered in the Bistro approach is the user's depth and range of focus.
This aspect of depth and range of focus goes beyond content features and contributes to the development of the universal guideline of presenting the right information to the user at the appropriate stage of their Studio flow.

Customer call findings

Combine with Survey

More insightful analysis

More types of campaign pieces

Linked with the employee survey, it enables a more direct and efficient way to obtain users' direct opinions on content and approval level, providing more effective optimization directions.

Current metrics like reach and engagement do not fully reflect user acceptance, approval, and effectiveness of content. More informative analysis data is needed to provide better reference.
Cumulative data presentation is not helpful for decision-making and analysis. Comparative and trend-oriented data presentations are required.

The client believes that the existing content pieces are insufficient to meet their needs and they would like to align them with the channel. Additionally, they emphasized the difficulty in evaluating the performance of emails in other sections and expressed a desire for corresponding supplementation and support in the campaign section.

Competitor analysis