PGS (Park Group Solutions), a forward-thinking client, sought a user experience (UX) and prototype for their innovative SaaS marketing product, “.ADMARK”. Aimed at dealership owners and operators, Admark is a powerful tool designed to streamline the creation of marketing strategies. These strategies are not only data-driven but also tailored to fit the unique budgets and objectives of each client.
As the Lead UX Designer, my primary objective was to ensure that Admark’s design and functionality aligned seamlessly with the needs and expectations of our target stakeholders.
Lead UX Designer
Methods and Tools
Ethnography, Desk Research, Figma
Practices
User Research, UX & UI Design, Prototyping, Presentation/Demo/Storytelling
The design thinking process played a crucial role in aligning the development of Admark with both stakeholder business needs and user requirements. By adopting this empathetic and user-centered approach, we were able to delve deeply into understanding the unique challenges and aspirations of dealership owners and operators. This understanding was pivotal in crafting UX user stories and profiles that accurately reflected the users’ environment, behavior, and needs.
Design Session Workshop
Admark empowers dealership owners/operators with tools to create budget-friendly, data-informed marketing plans and real-time performance insights. As a market disruptor, it offers clarity and control in a complex ad space. Our UX team conducted a workshop with key stakeholders, focusing on their goals and gathering deep insights to shape a product that delivers high returns and meets client needs.
Purpose
Knowledge transfer of how dealerships create and buy marketing and ad campaigns, typical dealership issues, product suite, and vision for solution.
Objectives
Learn what type(s) of marketing and advertising campaigns dealers could run.
Define user types with primary and secondary goals of creating campaigns.
Discuss known pain points and issues. What are the desires, nice to haves.
Discuss “typical” user scenarios – Buying one to many campaigns
Discuss any previously considered solutions.
Activities
Walkthrough of current process – Creating a Campaign (30-40 min).
Whiteboard user types + goals – (25 min).
List known issues/pain points – (15 min).
Model flow for the “happy path” through a full campaign creation (30 min).
Tools Used
Screenshare and Mural
Following our collaborative workshop, our team gained a clear understanding of our primary users, alongside identifying additional user groups with potential use cases for the product.
In our quest to define the user landscape for Admark, we took a deep dive into understanding the unique needs and behaviors of each user group. This exploration allowed us to craft a detailed vision for the future state of the application. Our approach was user-centric at every step, ensuring that the design intuitively catered to user interactions.
In developing Admark’s user flows, we directly applied our insights into user needs to create a straightforward and intuitive journey. We focused on ensuring that users could easily create accounts, build marketing plans, and monitor their performance.
In shaping Admark’s wireframes, we directly channeled our user insights into a clear, functional design. Our goal was to ensure an intuitive interface, where users can effortlessly navigate through account creation, marketing plan development, and performance tracking.
In developing the prototype for Admark, I utilized Figma as my primary tool, leveraging its robust features to bring our design concepts to life. This platform enabled me to integrate smoother transitions and more realistic behaviors, providing a closer representation of the final product. Through Figma, I was able to create a dynamic and interactive prototype that accurately demonstrated how users would interact with the application, from account creation to monitoring their marketing plans. This process was instrumental in visualizing and refining the user experience, ensuring a seamless and intuitive interface.
Click the image below to view prototype.
As the project with Admark concluded, the success of our efforts stood as a resounding affirmation of the impact of user-centered design. Each phase, from the initial user research and workshops to the nuanced prototyping with Figma, was driven by an unwavering commitment to our users’ needs. The outcome was not just a product that aligned with our stakeholders’ strategic goals but also a platform that offered dealership owners and operators an intuitive, seamless experience.
The client’s satisfaction with the project was immensely gratifying. Their positive feedback on the final product underscored the effectiveness and relevance of our design approach. The handoff to their development team was exceptionally smooth, marked by clear communication and a comprehensive transfer of knowledge and resources. This seamless transition was a testament to the meticulous planning and collaboration throughout the project.
This journey with Admark has been a remarkable fusion of technical expertise, creative vision, and empathetic design. It set a new benchmark in user experience for SaaS marketing solutions and stood as a prime example of how thoughtful, user-focused design can create powerful, easy-to-use digital tools in a complex and evolving digital landscape.
