A review of how Design at Scale happen in our work with ExactTarget, looking specifically at Technology complexity, Project scope, a large User base, Data volume and Design communication. and the patterns and best practices that emerged.

1. Design at Scale: ExactTarget Case Study
Prepared for October 14, 2015

2. Hi, I’m Chuck and I’m also a
Partner at DesignMap.

5. 1.4Billion
emails sent monthly
600Million
rows of data processed
per minute
99.99%
uptime
4,600
clients

6. @DesignMap @ixdasf
2009

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Body text
2009 2015

8. @DesignMap @ixdasf
What do we mean when we talk about scale?

9. @DesignMap @ixdasf
What do we mean when we talk about scale?
Technology complexity

10. @DesignMap @ixdasf
What do we mean when we talk about scale?
Technology complexity
Project scope

11. @DesignMap @ixdasf
What do we mean when we talk about scale?
Technology complexity
Project scope
User base

12. @DesignMap @ixdasf
What do we mean when we talk about scale?
Technology complexity
Project scope
User base
Data volume

13. @DesignMap @ixdasf
What do we mean when we talk about scale?
Technology complexity
Project scope
User base
Data volume
Design communication

14. @DesignMap @ixdasf
What do we mean when we talk about scale?
Technology complexity
Project scope
User base
Data volume
Design communication

15. @DesignMap @ixdasf
2,190 days
working together
J F M A M J J A S O N D
2009 2010 2011 2012 2013 2014 2015
J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N DO N D

16. @DesignMap @ixdasf
2,190 days
working together
J F M A M J J A S O N D
2009 2010 2011 2012 2013 2014 2015
J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N DO N D

17. Over that time,
patterns have emerged.

18. @DesignMap @ixdasf

19. @DesignMap @ixdasf
The Design Process

20. @DesignMap @ixdasf
Research
The Design Process

21. @DesignMap @ixdasf
Research Concept
The Design Process

22. @DesignMap @ixdasf
Research Concept
The Design Process
Design

23. @DesignMap @ixdasf
Defining a Product Vision

24. @DesignMap @ixdasf
Diverge
Defining a Product Vision

25. @DesignMap @ixdasf
Diverge Converge
Defining a Product Vision

26. @DesignMap @ixdasf
Diverge Converge Execute
Defining a Product Vision

30. Connections2010 Connections2011 Connections2012 Connections2013 Connections2014

31. Let’s step back
a moment…

32. @DesignMap @ixdasf
Where did we start?

33. @DesignMap @ixdasf
Where did we start?
A 3 month
project…
The initiative to redefine the user
experience within ExactTarget.
Objectives include:
Developing a more intuitive product that allows users to
focus on their marketing tasks and be more productive.
Exposing the depth of functionality that currently exists
in the product.
Making it easy to leverage all of the power of the
application.
Improving Reporting Capabilities.
Globalizing the product so that anyone in the world can
use the application effectively.
ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010
CARBON OVERVIEW

34. @DesignMap @ixdasf
Where did we start?
Stakeholder interviews
Competitive landscape
User research

35. @DesignMap @ixdasf
Where did we start?
Personas
User flows
Concept design

36. @DesignMap @ixdasf
Where did we start?

37. @DesignMap @ixdasf
Where did we start?
1. PLAN CAMPAIGN
2. TARGET AUDIENCE
3. CREATE CONTENT
3.1 SELECT CHANNEL
WEB
APPLICATION
USER CONSUMER
Email
interacts with
works
at
to
to
to
develops
to
promote available and/or
may
be at a
may subscribe and indicate preference via
may have related to
at a
satisfying
a of a
COMPANY STORE CONTEXTPRODUCTS,
SERVICES
WEBSITE
.COM
Import Clean Audience
Records
Segment
Audience
Manage
Audience Attributes
Manage
Audience Preferences
Microsite
SMS
MARKETING
PLAN
1.
2.
3.
Goals & Measures
(Analytics)
SegmentMessage
(Value Proposition)
Behavior
(Orchestration)
Admin
(Roles, approvals, etc.)
External
Integrations
HD
Channel
INTERNET
EMAIL
APPLICATION
GOALS &
WANTS
PURCHASED TIME
is connected to
viewed by
External Data
(Salesforce, etc.)
DB
may determine
may augment

38. @DesignMap @ixdasf
Where did we start?

39. @DesignMap @ixdasf
Where did we start?

40. @DesignMap @ixdasf
Where did we start?
ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010
APPLICATION MAP
Takeaways and
Design Themes
The application is HUGE.
Primary tasks traverse great distances, across many
many navigation areas.
There is great variety of user interface styles and interac-
tion techniques presented inconsistently.
There is a dearth of lengthy wizards used for primary
actions.
Labels for primary objects and actions are used inconsis-
tently.
ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010
FEATURE LANDSCAPE
StreamSend VerticalResponse
SegmentationMailChimp
While it is straight-forward to add new subscribers or create a list, StreamSend
makes it impossible to add previously created subscribers to lists.
It does a good job of allowing the user to create filters which impacts
down stream functionality like Triggers, especially when combined with
intelligent user-defined fields.
New List
Add Contact
Import Contacts
MailChimp does not allow you to add subscribers without a list and gives
the user easy tools to move lists, as well as manipulate the data.
It is particularly good with bulk imports.
MailChimp doesn’t support filters or segments and attempts to introduces
groups (like sub-lists) which is confusing and limited in application.
Filters(akaSegments)
VerticalResponse’s segmentation
functionality is the among the best
in the SMB category (next to Bench-
mark).
It provides easy to understand rule
creation. In advanced mode rules
can be easily added and appended
with and/or settings. It is linked
visually and aligns to the users
mental model.
ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010
HEURISTIC REVIEW | User Flows
Key tasks were examined and
improvement proposals created.
Create Newsletter
Import Subscribers
Create Subscriber List
Create Template
Create Content
Create Dynamic Content
Create Email
Test Email
Send Email
Create Email Program
Add Birthday to Subscribers
Send Test Email
Create Data Filter
Create User-Initiated Email
Create Program
ExactTarget | Carbon Research Highlights and Design Brief DesignMap, Inc. | 26 January, 2010
FEATURE LANDSCAPE
StreamSend VerticalResponse
SegmentationMailChimp
While it is straight-forward to add new subscribers or create a list, StreamSend
makes it impossible to add previously created subscribers to lists.
It does a good job of allowing the user to create filters which impacts
down stream functionality like Triggers, especially when combined with
intelligent user-defined fields.
New List
Add Contact
Import Contacts
MailChimp does not allow you to add subscribers without a list and gives
the user easy tools to move lists, as well as manipulate the data.
It is particularly good with bulk imports.
MailChimp doesn’t support filters or segments and attempts to introduces
groups (like sub-lists) which is confusing and limited in application.
Filters(akaSegments)
VerticalResponse’s segmentation
functionality is the among the best
in the SMB category (next to Bench-
mark).
It provides easy to understand rule
creation. In advanced mode rules
can be easily added and appended
with and/or settings. It is linked
visually and aligns to the users
mental model.

41. It was time to design.

44. Connections2010

45. Automation Studio
Mobile Connect
Campaigns
SocialPages
Report Builder
Connections2011
0

46. Email
Playbooks
Contacts
Mobile Push
HubExchange
Connections2012

47. Analytics
Journey Builder
Journey Maps
Gateway Connections2013

48. You get
the picture
Connections2014

49. We’ve used these moments
to extract and jumpstart
execution of the vision.

50. So what does this
all mean?

51. @DesignMap @ixdasf
Executives &
Product Management
Design
Development
& Platform
Customers
Vision
End Users
Execution

52. @DesignMap @ixdasf
We look to this group
for market expertise
and vision.
Executives &
Product Management
Design
Development
& Platform
Customers
Vision
End Users
Execution

53. @DesignMap @ixdasf
Executives &
Product Management
Design
Development
& Platform
Customers
End Users
We look to this group
for market expertise
and vision.
Vision Execution
Design provides the
means to turn vision
into tangible form.

54. @DesignMap @ixdasf
Executives &
Product Management
Design
Development
& Platform
Customers
We look to this group
for market expertise
and vision.
This group considers the
platform implications through
POCs and prototypes.
Vision
End Users
Execution
Design provides the
means to turn vision
into tangible form.

55. @DesignMap @ixdasf
Executives &
Product Management
Design
Development
& Platform
Customers
We look to this group
for market expertise
and vision.
This group considers the
platform implications through
POCs and prototypes.
Vision
End Users
Execution
Design provides the
means to turn vision
into tangible form.
This group has business needs
to meet. These define the features
and ground the execution.

56. @DesignMap @ixdasf
Executives &
Product Management
Design
Development
& Platform
Customers
We look to this group
for market expertise
and vision.
This group considers the
platform implications through
POCs and prototypes.
This group has business needs
to meet. These define the features
and ground the execution.
We work so this group
loves to use the product,
but don’t look to them for
product vision.
Design provides the
means to turn vision
into tangible form.
Vision
End Users
Execution

57. Thank you!

58. @DesignMap @ixdasf
Chuck Moore
chuck@designmap.com
@huck
@designmap
@ixdasf
Get in touch!