Amway Admin Promotions Back-Office
My Role: UX/UI Designer
Platform: Desktop
Tools: Figma
Overview
Amway, a leading direct selling company in the world, aims to enhance its online presence by creating a robust e-commerce application. As a UX/UI designer, my responsibility was to design and optimize the promotions back-office, where administrators would be able to create promotions and coupons that will be available to customers in e-commerce application.
I was the main designer working on promotions operations center with a team consisting of product manager, scrum master, business analysts, principal software engineer, technical architect, UI lead developer, 4 software engineers, 3 front-end engineers. We worked in an agile approach and in two weeks sprint cycles.
The problem
For e-commerce applications, promotions play a crucial role in driving conversion rates and increasing revenue. Promotions act as powerful incentives to attract and engage customers, encouraging them to make purchases and explore new products or services. Without effective promotions, an e-commerce application may struggle to compete in the highly competitive online market, resulting in decreased customer engagement, lower conversion rates, and ultimately, reduced revenue. Therefore, creating a robust and user-friendly promotions back-office becomes essential to streamline the process of designing, managing, and tracking promotions, enabling administrators to leverage this critical aspect of marketing to maximize the application's success.
Challenge
Our team has been tasked with creating an efficient and intuitive promotions back-office that would allow administrators to create and manage promotions available to customers in the Amway e-commerce application.
Goals
Understanding the user
In order to understand the pain points, motivations, and key considerations of admin users, we've conducted user focus groups. The insights gathered during the sessions helped us develop a promotions back-office system that addresses their needs and enhances their overall experience.
Determining Core Features
The focus was on designing a user-centric interface that would offer a seamless experience for administrators when creating and managing promotions. The back-office was to provide a comprehensive set of features, including a dedicated campaigns tab for tracking and analyzing campaign effectiveness. Administrators should be able to effortlessly create campaigns and link promotions to them. The Promotions tab was to present a clear and organized listing of created promotions, allowing administrators to easily identify key details such as promotion status.
Additionally, we have planned to create the Coupons tab, which would offer a user-friendly interface to create coupons and associate them with relevant promotions, enhancing the effectiveness of targeted marketing efforts. Overall, we wanted to design and build promotions back-office that would provide administrators with an intuitive and powerful toolset to create and manage promotions and coupons, which would in turn result in driving conversion and increasing revenue.
Defining admin components and style guide
Promotions back-office was the first newly designed and developed operation system for Amway Nex-Gen application. As the work on the Product, Rewards and Subscriptions back-offices was scheduled to start soon, I have collaborated with other designers to ensure design consistency across different domains. At atomic level, we have used the existng components from global Amway design system, however, we still needed to design and finalize the admin-specific components, like tables, headers, sidebar or filters. That has led to creation of Admin End-to-End Component Library.
Design - Key Moments
Exploration Phase
In the first phase, we have explored different approaches to presenting the information relating to campaigns and promotions, as well as, mapping the basic camapaign and promotion creation flows. We also defined the other aspects of campaign and promotion management, including editing and updating campaigns and publishing, pausing and deleting promotions.
During our discussions with the project manager and engineers, we have quickly identified technical limitations regarding incorporating the features and the flows included in the previously defined scope. I have made adjustments to the sketched out designes and flows keeping technical feasibility in mind as well as the previously adopted deadlines. This led us to think about the product more intuitively to determine the right core features we needed to provide for our admin users.
Defining design direction
Once we had most of the flows for the campaign and promotion management defined and the crucial admin back-office components for the Admin E2E library have been finalized, I have started creating the hi-fi prototypes. Following the change of requirements announced by the PM mid-design process, we have separated campaigns and promotions into separate tabs. According to new requirements campaigns were no longer a managing hub for promotions but were to exist only for reporting purposes and were to have no impact on promotions.
Promotions Tab Designs
Our goal was to create a comprehensive and flexible tool that would allow admin users to quickly create and manage promotions. In the promotions tab, admins would be able to find promotion records in the listing table as well as filter through existing records by promotion status and set the date range to narrow down the search. The most important record-specific information will be accessible in the details drawer.
Users will able to create and publish promotions in the promotion wizard which allows them to specify the promotion's properties, targets, conditions, benefits and limits. New promotions can be saved as drafts or published right away if the set-up is completed. Admins will also be given flexibility to pause and unpublish scheduled promotions, which will further facilitate promotion management.
Campaigns Tab Designs
Campaigns were introduced to help keep track of promotions' effectiveness over time and provide valuable insights into what types of promotions perform best given different target groups. In the back-office, users will be able to define campaign name and description. The start and end dates of a campaign will be automatically assigned from the earliest-starting and latest-ending promotion linked to that campaign.
Coupons Tab Designs
Together with the project manager and lead engineers we have thoroughly discussed the feasibility of the ideal user journeys for coupon redemption for the customers in the Amway e-commerce application, what level of flexibility we needed to provide to the admin users in the coupon operation center and what the technical limitations were that we had to take into account.
Having tested coupon user flows and initial prototypes with Amway promotions administrators responsible for south-eastern markets, I was able to ensure that coupon creation was as efficient and intuitive as possible. We have also gained valuable insights in regards to coupon management and search for the specfic records in the coupon listing table.
Coupons are a benefit type that allows the user to apply for a promotional benefit when the qualifying criteria is being met. In the back-office, admin users will be able to view the records of existing coupons and create new ones. In the create coupon(s) wizard, administrators can choose to create either a single coupon or multiple ones by selecting different account IDs or uploading the excel file containing all the account IDs the coupon should be assigned to.
Key Takeaways
The promotions back-office for Amway's e-commerce application provides administrators with a comprehensive toolset to create, manage and analyze promotions and coupons. By leveraging user research, intuitive design and seamless functionality, the back-office delivers a user-friendly interface that empowers administrators to effectively tackle their daily tasks. Ongoing improvements and new features will ensure the system remains adaptable to the evolving needs of administrators and business. Promotions back-office presented in this case study will be first shipped in southeast asian markets in May 2024.