We began by examining the most up-to-date analytics for MINT ARM enterprise. At project kick-off, we understood their user behaviour to be the following: 53% of users left the system at the campaign settings page, 26% utilised alternative resources, and only 21% could find what they were looking for.
We discussed these results with MINT’s team, defined their main areas of improvement needs, and set our goals. The main initiative was to improve the single system "ARM" usage score by 50%, and as a result of streamline and automate tedious manual tasks.
MINT ARM enterprise faced UX and UI challenges regarding their SaaS. Users struggled to find the information they needed and thus had to create ticket requests to integrate business needs. It’s vital for a digital marketer performing tasks with linguistic clarity, accommodation and simplicity. This is what formed our goals, which were twofold. First, we needed to increase the “task-performing” score. Second, we needed to design a fresh, MINT-branded look software.
The ARM system is a major part of a brand’s image. Its purpose is to free skilled professionals to focus on higher-value strategic objectives, creating significant operational efficiencies. To do this effectively, system interactions should be empathetic. The system should also have a welcoming and friendly vibe with real-time visibility of the entire advertising process, and AI-powered features. To evoke such feelings, brands should maintain consistency across their styles. This helped build trust in the product. During the redesign, I extended MINT's brand language across all of their design components to help achieve easy recognition to push professionals manage the entire end-to-end process of advertising, connecting all resources and information across internal and external processes.
We embedded ourselves within MINT’s marketing operations team to document their business needs, process and pain points via the following methods
Monthly workshops
We worked with stakeholders to document business and design requirements including. System maps, Process flow, User scenarios
Observational sessions
We observed processes and participated in business experiences. Client facing, Campaign planning and buying, Campaign managements, Reporting
Face-to-face interviews
We Interviewed digital marketers at different levels to learn what was important to them, their pain points, and their needs.
Prototype and user testing
Validated findings with digital marketers via a high fidelity prototype to confirm if these representative issues were solved.
System design thinking
Systems thinking tools helped to strategies the carving-out from digital marketing business process complexity.
Design for AI
Analyse business requirements and determine the dataset to identify the context including emotional, physical, system, and domain knowledge.
We started from the most obvious, highest priority pain points and worked our way down the list.
We redesigned the structure of the pages and categorised the main sections defining UX patterns and floor-plans. Improved the navigation within each module and supplied responsive behaviours.
Atomic components accelerate the generation of visual concepts and carry the brand’s DNA. Signs of sub-products consist of simple geometric shapes - atomic particles of the brand. This is the foundation of MINT’s visual language. MINT uses sub-products as system extensions. This dictated the limitation of the size, shape, and nature of these artefacts. We developed step by step instructions so that the team would be able to create and use the identity of the sub-products autonomously by observing the principles laid down.
Visual foundations helped MINT to evolve guidelines and launch three new products. The result was a visual design system that the MINT team uses independently. The brand retained the dynamics and expanded the capabilities of the system. The design team used the guidelines to develop and refine the style while maintaining the principles of the system.
Satisfaction score & cognitive load improvement
The redesign resulted in improved experiences for both navigation and ads operation usability. The ARM usage and user satisfactions score increased by 34% — an incredible outcome. The updated layout increased the content readability by 4X. All this helped to off-load the execution team’s overflow and help them get the full control with maximum automation to improve speed and unlocks full resource potential and AI powered that provides insights, forecasts, and suggestions for better decision-making.
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Chief Product Officer
