User Journey for a Marketing Persona

for OmniChat

2 people organizing social media logos on the panel

About the Project

This project was developed in collaboration with a multidisciplinary team, including product designers, product managers, and implementation success managers. The goal was to enhance the user journey for marketing professionals, providing a more seamless and autonomous experience on the platform.

I focused on mapping the user journey, organizing it into a detailed flowchart to address the complexity of the functionalities and actions needed for users to achieve their goal: creating and sending a message template by WhatsApp.

A short part of a fluxogram, that shows the journey nowadays
The Main Problem

The user's workflow is fragmented, disrupting the overall process flow.

  • There is significant dependency on their support teams for understanding and utilizing the platform's tools, making it non-scalable;
  • Creating bots for campaign routing is a complex task;
  • Marketing users lack access to essential functionalities for comprehensive end-to-end management. Examples:
    • Customer Data Platform (CDP): Detailed visualization of contacts, including tags associated with segmented audiences.
    • Instagram Settings: Management of specific configurations such as keywords, automated messages, and other relevant adjustments for these users.
    • Customer Categorization: Assigning tags to efficiently classify and organize customers.
Full fluxogram that shows the journey today, with the pain points mapped
+300
Searches related to marketing in the Help Center
+15.080
Vews related to marketing in the Help Center
27
Occurrences of low quality in the numbers integrated in Meta
107
Occurrences of pause or disabling of message templates

These occurrences are due to the constant analysis of data sent via Meta's API, which ensures that good content is being shared between companies and their consumers. Omni’s support teams are essential to helping users, as the users do not have a strong understanding of digital marketing.

Additionally, the number of users who repeatedly access Help Center content shows us that they are unable to do this on their own due to the complexity of the platform.

The solution

The proposal is an integrated journey in the Marketing Hub, guided by the campaign objective and integrated with Whizz (OmniChat's AI), which will act as a “mini agency” for marketing and inbound campaigns.

In addition, the timer function will allow them to program the relationship scale automatically and strategically, helping our clients to move away from the “past” of email strategies and carry out these actions on the channel that converts the most: WhatsApp!

Benefits:

  1. It will ease the workload of customer service teams.
  2. It provides autonomy to marketing users through ideal insights for creating effective campaigns.
  3. It concentrates advanced functionalities, such as Whizz and the timer function, in the Advanced plan. With them, we will be encouraging our clients to migrate to this plan. (That is the company objective!)
  4. The timer function and the inbound campaign Whizz have the potential to increase both MAU and DAU.  

This puts the company ahead of the competition and supports user autonomy and adherence.

Full fluxogram that shows the new journey, that contains all missing points and solve the problems of the user journey