Promo Campaign
BMC Software is a global leader in IT service management, automation, providing solutions that enhance enterprise operations. Promo Campaign Creation Flow is a B2B enterprise solution, designed for clients managing promotional campaigns.
Target Audience: BMC Software’s clients, specifically targeting marketing teams, business managers, and operational teams responsible for launching and managing promotional campaigns.
Team: Development team of front-end, back-end developers, data scientists and product managers, product designer.
My Role: I was responsible for redesigning the promo campaign creation flow, conducting user research, defining pain points. I collaborated with developers to ensure seamless handoff and worked iteratively, testing and refining designs to improve usability and completion rates.
01
Problem
The Promo Campaign Creation Flow faced several measurable challenges that directly impacted both user engagement and business performance. One of the most critical issues was the high drop-off rate, where only ~39,14% of users who started creating a campaign successfully completed the process. This was tracked through Google Analytics and Mixpanel, where event tracking data revealed that users frequently abandoned the setup process at various stages.
Another major problem was the inconsistent user experience, which resulted in frequent complaints about confusing UI and unclear steps. This issue was identified through Hotjar, which showed hesitation, repeated actions.
The complexity of the setup process further contributed to inefficiencies, as users struggled to configure campaigns due to unclear field requirements, a lack of guidance, and poor error handling. The average time to complete a campaign setup was around 7–10 minutes, with many users abandoning the process before finalizing their campaigns. This was measured through session duration analysis in Google Analytics, where data showed significant hesitation and backtracking at key stages.
By quantifying these problems, we established a baseline to measure improvements after implementing the redesign. 🚀
02
Measuring Success
Before implementing any design or product decisions, our product team, including the Product Manager, VP of Product, Growth team, and myself, identified key success metrics for the improved Create New Promo Campaign flow. Given the challenges users faced in the previous version, we collectively established the following criteria to measure the effectiveness of the redesign:
• Increase the completion rate of the campaign creation process.
• Reduce the time required to set up and launch a new promo campaign.
• Improve user guidance and clarity, ensuring a seamless and frustration-free experience.
03
The process
Context and Research
I started by analyzing existing solutions and industry best practices to understand common patterns in campaign creation workflows. This included benchmarking competitor platforms, evaluating best practices, and identifying areas where promo campaign creation flow could be improved.
To gain deeper insights, I conducted a discovery phase that involved analyzing the current user flow, tracking drop-off points through product analytics, and gathering qualitative feedback from user interview with 5 users. These findings highlighted key pain points, such as unclear navigation and a complex setup process. Using Qualitative Usability Testing with a prototype in Figma, I aimed to uncover major friction points in the existing flow. After the interviews, I analyzed the responses using Dovetail, categorizing and prioritizing user-reported issues in collaboration with the Product Manager and CPO.
Based on this research, I developed low-fidelity prototypes to refine the Create New Promo Campaign flow. The main focus was on reducing drop-off rates by creating a more structured, intuitive, and user-friendly experience. Additionally, I mapped out the customer journey to visualize user frustrations and prioritize design solutions that would improve usability and efficiency.
Key considerations included:
📌 Breaking the process into clear, step-by-step sections to improve guidance.
📌 Integrating a left-side navigation panel to enhance visibility and progress tracking.
📌 Identifying usability pain points that contributed to user frustration and abandonment.
These initial drafts served as a foundation for user testing and iteration, helping to create a more intuitive and efficient campaign setup process.
04
Solution
Solution 1 – Structured Step-Based Navigation
I proceeded with the first iteration of the user interface for the Create New Promo Campaign flow. The focus was on enhancing clarity, reducing friction, and ensuring users could easily navigate through the process.
• Implemented a 4-step progress flow to break the campaign setup into clear, manageable sections.
• Designed a left-side navigation panel to help users track their journey through each stage.
• Improved form field grouping and labeling to minimize confusion.
Solution 2 – Progress Indicator for Visibility
One of the major pain points was the lack of visibility on how much was left to complete. To solve this, I added a progress indicator showing the percentage of the campaign setup completed.
This visual cue:
• Motivated users to complete the process by giving them a clear sense of progress.
• Reduced abandonment by providing feedback on what was left to do.
After refining the designs, I conducted a final round of user testing to ensure there were no major UX issues. This involved reaching out to five additional users and conducting usability interviews using the same testing scenario.
While a few minor UX concerns were identified, they did not significantly impact the overall user experience. Based on this, we decided to move forward with the finalized design.
05
Testing
Release and A/B Testing
After implementing the redesigned Promo Campaign Creation Flow, we gradually adjusted traffic distribution between the old and new versions to measure impact and mitigate risks. Initially, we launched with a 90/10 split, directing most users to the old flow while closely monitoring the new one for any critical usability or technical issues. Once we confirmed stability and positive initial feedback, we progressively transitioned to a 50/50 distribution, allowing for a more balanced comparison.
The results were highly promising, confirming that the redesign successfully addressed usability pain points. The new flow led to a 44% increase in completion rate, demonstrating that users found the updated experience more intuitive, structured, and easier to navigate.
When analyzing key performance metrics:
• The flow completion rate also improved, increasing from 39.14% in the old flow to 65.33% in the new one, further validating the impact of the redesign.
Beyond quantitative improvements, user feedback highlighted increased confidence and ease of use, reinforcing that the new structure, clearer navigation, and better guidance contributed to a smoother campaign setup experience. These insights not only validated our design decisions but also provided a strong foundation for further refinements and scalability.
06
Results
Insights from the Promo Campaign Flow Redesign
The project was a success, but there were several key takeaways that shaped my approach to improving the Create New Promo Campaign flow.
One important lesson was the balance between incremental changes and a complete revamp. Rather than rebuilding the entire flow from scratch, making targeted, step-by-step improvements proved to be a more effective approach. Ensuring that each change integrated smoothly with existing processes—especially in a complex system with multiple teams and dependencies—was crucial for success.
Another key learning was the importance of a structured A/B testing strategy. When testing improvements, changing too many elements at once made it difficult to isolate the true impact of each change. By adjusting one factor at a time, I was able to draw clearer conclusions and ensure data-driven decision-making.
