UX & UI - Case Study


CASE STUDY - Microsoft



Redmond, WA USA

Generating extended

reach in internet marketing

The Problem


The beginning of the progect the focus was on making all the separate functions of the camaign build process work technologically. Usability and UX was secondary. As the build process was further defined and tested sucsessfuly, the business strategy of marketing operations was rolled out and usability soon became important overnight. Initially the platform shown in purple was poorly labeled and focused on engineers, not marketers. This represents some of the initial first UX changes that were made to the platform.





2.11 the design build phase of audience builder has started and terminology, basic iconography, and campaign build steps were refinid via extensive usage interviews with marketers (users).


Hundreds of tests and sample audiences were generated, segmented, and sampled to further establish trust in the product and it’s accuracy.


3.01.16 - Audience builder now renamed “Query Builder” is a standalone tool as well as a step in the process of campaign creation. Additionally there are two aspects to query builder.


1. A custom script or “Custom Query” that automatically generates audiences via a code base or scope script natively to Microsoft's big data. (Shown in the purple UI)


2. An interactive experience called Query builder that allows the user to automatically generate an audience via a visual interactive tool.


Brief history


Late 2014 Microsoft discovered the ability to segment usage data from it’s big data repository. Focusing on usage data as a differentiator in the CRM market and the ability to formulate custom audiences against that segmented data, Microsoft built Audience Builder within OneRM.

Audience builder was the first step towards targeting highly refined audiences. From a CRM perspective, Microsoft knew that defining audiences against their use data could offer Increase accuracy in its marketing efforts. The initial UX (POC) proof of concept was rough and focused primarily on functionality and build process. The photo the right depicts one of the first  task flow screens from the audience Builder flow process.




The Solution


The UI in blue represents the first step in the usability solution with advanced segmentation geared towards marketers and a linear campaign build process. This first step can support 80% of the existing Salesforce Marketing Cloud (SFMC) campaigns. Importing that past campaign data and piping it’s content into OneRM was a simultaneous effort so that marketers could access content and creative investments globally for ongoing campaigns while rolling off SFMC and migrating slowly to OneRM as a delivery proxy. Office, OneNote, OneDrive were just a few of the first legacy divisions to make this leap.

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