LADIFLOW
LadiFlow 4.0 - Increasing Task Completion Rate In Marketing Automation Platform
LadiFlow is a marketing automation platform that helps marketing executives manage their customer data and build marketing workflows.
- Deliverables
- Product Design
- Prototype
- Project timeline
- 2023 - 2024
- What we do
- User Research
- Visual Design
- Interaction Design
The mission
As a product designer in LadiFlow squad, I was responsible for redesigning LadiFlow 4.0. Within 3 months, the challenge was to simplify user workflows and improve usability for over 10,000 marketers using the platform to build their workflows.
Design challenges
1. Complex usability: LadiFlow 3.0 was known for its steep learning curve and usability issues.
2. Time constraint: a tight budget and a three-month deadline for the new version.
Research
The first step was a thorough research to understand pain points of LadiFlow’s users, ensuring that every step was aligned with their goals.
Interview users
I interviewed 3 customers who had used LadiFlow for over 2 years, plus 2 domain experts, to understand their daily work and pain points.
Track user journey
Following those interviews, I managed to map their UX journey on LadiFlow.
Define jobs-to-be-done
After having synthesized all feedback into a user journey map, our team decided to focus on 3 main tasks that are vital to ensuring that users can design their templates, setup and, monitor their workflow with ease.
Mind map for building workflows
Mind map is a very familiar tool for automation marketer which is a major group of customers on LadiFlow. So we decided to establish a mind map view for workflow builder. With this feature, customers can draw scenarios and have an overall view of their workflow.
Drag-and-drop email templates
In the previous versions, users had to rely on WYSIWYG editor to craft their email templates and handle layouts with HTML/CSS. This is shown to be challenging as users often find themselves struggling with code to make their content right. As a result we implemented a drag n' drop builder allowing users to design their template without having to touch HTML/CSS code.
A customer page with the full picture
In the previous customer details page, our users can only observe basic customer information. They had no idea what order, how much revenue was earned, and what touchpoints does business have with their customers.
As a result, we overhauled the customer analytics page to integrate comprehensive insights (order history, engagement stats, tags, etc.) with a cleaner, consistent design.
Impact
We tracked behaviour on LadiFlow with Hotjar and checked in daily with the support team.
- SHORT-TERM
- +20%
- Increase in number of published flows
- OPERATION COSTS
- -37%
- Reduction in support tickets
- YEAR-END
- +1,000
- Increase in paid users
Client testimonial
“The redesign was a game-changer for our platform. In just two months we saw an increase in published flows. The new UI and optimized workflows have empowered our team to focus on growth rather than troubleshooting.”
Mr. Chu DucProduct Manager