User research & user experience design
Executing the product strategy - 3 week sprint from nothing to industry first deep-linking
Backbase is an Engagement Banking Platform company supplying white label experiences to millions of users worldwide through partner banks.
Timeline
From explorations to final designs in 3 weeks while working with multiple projects at the same time
Background
The Engage App focuses on giving banks the ability to send campaigns to users, increasing customer lifetime value to the bank. Our product has helped clients receive up to 232% boosts in digital marketing campaigns.
A key part of in-app marketing is to send users from a touchpoint such as a banner into another part of the app. For example, linking the user to a loan calculator flow. Our app was missing this fundamental feature.
The team
I worked with: Product Manager, User Researcher, Cross Functional Engineering squad including 3 backenders, 2 front enders & a QA specialist.
Research
Spanning over 1 year, I worked with the User Researcher and we undertook market research, competitor analysis & user interviews to get this feature onto the roadmap. See the outcome of the research in the product strategy case study here.
Design Sprint
I organized & collaborated on a design sprint over 3 days that took us from the problem space into the solution phase of the project. By getting everyone together, this sped up the process by a few weeks.
Design & Prototyping
Worked on solutions & iterated on them for the processes to get simpler for our marketers in order to prove the concept made in the design sprint.
Testing & Optimization
Unfortunately, users were unavailable for moderated sessions. We sent the design prototype to 2 of our clients to learn more, while also working with my Design Lead & other members of the team to validate that the designs were useful, useable and viable.
Implementation
At the time, our PM was leaving. I stepped in to ensure that the period between the PM leaving and a new one joining was covered. This included refinements for the team to estimate deep linking, communicating progress with other stakeholders & keeping the team focused and on task with weekly syncs until delivery.
Deeplinking, but better
Marketers pre-plan their campaigns, sometimes months in advance. But they often faced a common challenge - if they needed to get code to route someone, they'd need to speak to a developer, costing them up to 2 weeks of time.
Using systems thinking, I was able to create a solution where the marketer could just select the deeplink from a list. This allows the marketers to get into the flow state, therefore reducing cognitive load.
Manual deeplinking if needed
Most marketers use code in order to deeplink via our competitors, meaning that we needed to offer it as a manual option too.
This is because of Jakob's Law, determining that our marketers spend most of their time on other sites - and crucially they are used to it.
Despite this, my main goal was to make sure that our users ended up changing their behaviour.
A key part of doubling our OKR