Madhu's portfolio

Salesforce: Simplifying Marketing with a Little Help from AI.

Role

Content Audit
UX Research
Prototyping
UX Design

Team

Individual

Tools

Figma  

Axure  

Miro

Timeline

4 months

OVERVIEW

What is Salesforce Marketing cloud?

Salesforce Marketing Cloud helps business strengthen relationships with customers through personalized, multi-channel(Email, SMS, WhatsApp) communication.

“The goal is getting the right message, to the right person,

at the right time.”

Different Stages in the marketing campaign

Planning

Set goals, define the audience, and create a strategy.

Let’s help who

is in need!

Let’s help who

is in need!

www.donatenow.com

More info to donate:

Developing

Create content and set up channels for the campaign.

Launch

Execute the campaign and monitor its progress.

Post-Launch Analysis

Evaluate results and gather insights for improvement.

THE OVERARCHING GOAL

of Salesforce

To concentrate efforts on mobile AI marketing solutions, initially targeting SMBs and startups.

But why it is important to solve?

Now, Small business -> Later, Multimillion-dollar company 💸

Salesforce would have been with them since day one, and there's a good chance they’ll stick around!

PROCESS

This is exactly how our process unfolded, as we continuously brainstormed ideas and had back-to-back calls with our sponsors and Salesforce designers.

Understand

&
Empathize

Vision

Define

Ideate

Wireframe

Prototype

Test

Feature Scoping

IDEATION & IMPLEMENTATION

INSPIRATION & DEFINE

Aspects we kept in mind while conducting our research.

Solving Core Problem

To make sure the solution we deliver solves the underlying problem.

Scalable Solution

To provide a reliable & scalable solution that customers can count on for consistent value.

One Unified Solution

A single solution that works for all customers, not multiple specialized ones.

Who’s the main villain when it comes to SMBs?

Why SMBs are not able to use the Salesforce app now?

It takes time and expertise to learn the tool.

Non-marketers doing the marketing

Lack of Data and Insights:

but are these the only reasons?

Here's some context on how we figured our Problem Space

It will only take about 2 minutes to go through these slides

What makes a marketing campaign successful?
Is it because
It’s trendy and relatable?
The content resonates with the audience?
or the Marketing team have a clear understanding of what their audience wants?
It’s All of them
So, how is the marketing team figuring out this formula?
Based on our research we figured
It involves navigating through a multitude of processes and strategies.
Now, let’s take a look behind the scenes of a marketing team in enterprises.
Marketing team
Successful campaign
=
Requirements
Creative Team
Branding & Communications
Content Marketing Team
They have dedicated teams for every step of the marketing process who think through each and every decision they make, thus resulting in a successful campaign.
However in SMBs, the number of marketers in a team is half compared to enterprises. So creating a successful campaign is questionable with less manpower
Marketing team
Successful campaign
=
Requirements
?
How can we fill this
gap?
Marketing team
Successful campaign
AI
Requirements
=
+
This is where AI comes into play - Reimagining SMBs
Coming back to Processess
Setting Clear Goals
Inspiration and Idea
Measuring Success
Determine Your Budget
Defining the Target Audience
Conduct Market Research
Choosing the Right Channels
Crafting a Clear Message
Based on our research we figured core factors that result in a successful campaign
Setting Clear Goals
Inspiration and Idea
Measuring Success
Determine Your Budget
Defining the Target Audience
Conduct Market Research
Choosing the Right Channels
Crafting a Clear Message
And, identified some of the areas where AI could supercharge a small marketing team
To scope down
We focused our research on identifying the most crucial element in the marketing process.
That’s when we discovered that finding inspiration is the starting point for all other steps
That’s where another challenge comes in
Inspirations can be drawn from anywhere. The idea space is too large, and you have too many ideas to go after
And there isn’t a way to convert
inspirations -> successful campaign
Problem space
How can we help SMBs to capture inspiration and convert it to a successful campaign on the go?
What makes a marketing campaign successful?
Is it because
It’s trendy and relatable?
The content resonates with the audience?
or the Marketing team have a clear understanding of what their audience wants?
It’s All of them
So, how is the marketing team figuring out this formula?
Based on our research we figured
It involves navigating through a multitude of processes and strategies.
Now, let’s take a look behind the scenes of a marketing team in enterprises.
Marketing team
Successful campaign
=
Requirements
Creative Team
Branding & Communications
Content Marketing Team
They have dedicated teams for every step of the marketing process who think through each and every decision they make, thus resulting in a successful campaign.
However in SMBs, the number of marketers in a team is half compared to enterprises. So creating a successful campaign is questionable with less manpower
Marketing team
Successful campaign
=
Requirements
?
How can we fill this
gap?
Marketing team
Successful campaign
AI
Requirements
=
+
This is where AI comes into play - Reimagining SMBs
Coming back to Processess
Setting Clear Goals
Inspiration and Idea
Measuring Success
Determine Your Budget
Defining the Target Audience
Conduct Market Research
Choosing the Right Channels
Crafting a Clear Message
Based on our research we figured core factors that result in a successful campaign
Setting Clear Goals
Inspiration and Idea
Measuring Success
Determine Your Budget
Defining the Target Audience
Conduct Market Research
Choosing the Right Channels
Crafting a Clear Message
And, identified some of the areas where AI could supercharge a small marketing team
To scope down
We focused our research on identifying the most crucial element in the marketing process.
That’s when we discovered that finding inspiration is the starting point for all other steps
That’s where another challenge comes in
Inspirations can be drawn from anywhere. The idea space is too large, and you have too many ideas to go after
And there isn’t a way to convert
inspirations -> successful campaign
Problem space
How can we help SMBs to capture inspiration and convert it to a successful campaign on the go?
What makes a marketing campaign successful?
Is it because
It’s trendy and relatable?
The content resonates with the audience?
or the Marketing team have a clear understanding of what their audience wants?
It’s All of them
So, how is the marketing team figuring out this formula?
Based on our research we figured
It involves navigating through a multitude of processes and strategies.
Now, let’s take a look behind the scenes of a marketing team in enterprises.
Marketing team
Successful campaign
=
Requirements
Creative Team
Branding & Communications
Content Marketing Team
They have dedicated teams for every step of the marketing process who think through each and every decision they make, thus resulting in a successful campaign.
However in SMBs, the number of marketers in a team is half compared to enterprises. So creating a successful campaign is questionable with less manpower
Marketing team
Successful campaign
=
Requirements
?
How can we fill this
gap?
Marketing team
Successful campaign
AI
Requirements
=
+
This is where AI comes into play - Reimagining SMBs
Coming back to Processess
Setting Clear Goals
Inspiration and Idea
Measuring Success
Determine Your Budget
Defining the Target Audience
Conduct Market Research
Choosing the Right Channels
Crafting a Clear Message
Based on our research we figured core factors that result in a successful campaign
Setting Clear Goals
Inspiration and Idea
Measuring Success
Determine Your Budget
Defining the Target Audience
Conduct Market Research
Choosing the Right Channels
Crafting a Clear Message
And, identified some of the areas where AI could supercharge a small marketing team
To scope down
We focused our research on identifying the most crucial element in the marketing process.
That’s when we discovered that finding inspiration is the starting point for all other steps
That’s where another challenge comes in
Inspirations can be drawn from anywhere. The idea space is too large, and you have too many ideas to go after
And there isn’t a way to convert
inspirations -> successful campaign
Problem space
How can we help SMBs to capture inspiration and convert it to a successful campaign on the go?
What makes a marketing campaign successful?
Is it because
It’s trendy and relatable?
The content resonates with the audience?
or the Marketing team have a clear understanding of what their audience wants?
It’s All of them
So, how is the marketing team figuring out this formula?
Based on our research we figured
It involves navigating through a multitude of processes and strategies.
Now, let’s take a look behind the scenes of a marketing team in enterprises.
Marketing team
Successful campaign
=
Requirements
Creative Team
Branding & Communications
Content Marketing Team
They have dedicated teams for every step of the marketing process who think through each and every decision they make, thus resulting in a successful campaign.
However in SMBs, the number of marketers in a team is half compared to enterprises. So creating a successful campaign is questionable with less manpower
Marketing team
Successful campaign
=
Requirements
?
How can we fill this
gap?
Marketing team
Successful campaign
AI
Requirements
=
+
This is where AI comes into play - Reimagining SMBs
Coming back to Processess
Setting Clear Goals
Inspiration and Idea
Measuring Success
Determine Your Budget
Defining the Target Audience
Conduct Market Research
Choosing the Right Channels
Crafting a Clear Message
Based on our research we figured core factors that result in a successful campaign
Setting Clear Goals
Inspiration and Idea
Measuring Success
Determine Your Budget
Defining the Target Audience
Conduct Market Research
Choosing the Right Channels
Crafting a Clear Message
And, identified some of the areas where AI could supercharge a small marketing team
To scope down
We focused our research on identifying the most crucial element in the marketing process.
That’s when we discovered that finding inspiration is the starting point for all other steps
That’s where another challenge comes in
Inspirations can be drawn from anywhere. The idea space is too large, and you have too many ideas to go after
And there isn’t a way to convert
inspirations -> successful campaign
Problem space
How can we help SMBs to capture inspiration and convert it to a successful campaign on the go?

Ultimately, these issues highlights these 2 factors

The need for marketers to get assistance during the planning phase, as inspiration is the starting point.

The solution we create should cater to their unstructured and resource-constrained environment.

How can we help SMBs make informed decisions tailored to their inputs?

Some of the things we kept in mind while brainstorming

How can we help SMBs use the marketing tool with AI while ensuring privacy?

How can we keep the human in loop while utilizing AI

CONCEPT TESTING

To evaluate our concepts, we conducted testing with Salesforce designers and early startup owners.

Feedback from Design Team

Critiqued for relevance and usability.

Iterative Process

Insights led to fine-tuning features, making the app more user-focused and effective.

—>

Result

Clearer workflows, and smarter AI suggestions that meet startup needs.

BRAINSTORMING

Taking a comprehensive approach to redesign

Our initial sketches focused on basic features like note-taking and inspiration capture.

FINAL CONCEPTS

CAPTURING NOTES

Got an idea? Capture it and ask AI to make it better for you

Thinking of ideas right from the moment of capturing inspirations as you go around about your day as a marketer.

AI Scan

Saw a billboard you love? Let AI analyze why it works so well.

Skip the years of guesswork, let AI decode what makes campaigns click.

Save Inspirations

Look at what’s trending among your peers and get inspired for your next campaign.

Involving everyone in bringing up with inspirations and it doesn’t have to be just marketers. Now everyone in the company is a marketer.

Generate Email

Now you have more volume of data coming in. Let AI do the the synthesis for your next campaign.

SMBs can create more informed, tailored content by incorporating everyone’s input. After all, who knows what to create better than the company's members?

FUTURE SCOPE AND CONCERNS

Plagiarism and Originality

We aim to ensure originality by developing tools that provide plagiarism checks and originality scores, helping users create unique, copyright-compliant content.

Competitive Analysis Feature

We realized that marketers want tools to benchmark against competitors. By allowing users to upload competitor examples, the tool could analyze trends and suggest localized strategies, making it easier for small businesses.

REFLECTION

Leading in the chaos

In the initial weeks, when we felt like we were in a maze, the team needed someone to step up and be the wayfinder. I took on that challenge, and while it was difficult, it turned out to be a great learning experience for me to develop my leadership and problem-solving skills.

It's just a start!

“The most important thing is to know what you can’t know.” - Marc Andreessen

We anticipate many of our ideas won’t work out, and the ones that do will require several iterations. There's potential to expand functionality and improve workflows further.

User-first design

Getting into the shoes of a startup founder who doesn’t know how to create a marketing campaign allowed us to create a product that users truly need.

Other works