Account Based Marketing Tool

Demandbase
San Francisco, 2019

PROJECT BRIEF

Our objective was to enhance Demandbase's Account Based Marketing (ABM) tool. We were tasked with conducting user research, analyzing the platform, and identifying opportunities to enhance the user interface, user flow, and design system.
Demandbase is a renowned provider of ABM tools, enabling B2B marketers to expand their account base and optimize marketing performance.

Our Team

The project team comprised of two UX Designers, myself as the UI Designer, and a dedicated Project Manager.

Prepration

Our initial task involved familiarizing ourselves with ABM tools and comprehending the specific terminology utilized within the platform. Subsequently, we initiated a series of scheduled calls with past and current users who kindly agreed to share their insights regarding the strengths and weaknesses of the existing tool. Consolidating these notes, we aimed to identify any recurring patterns, such as the tools currently lacking for users, the reasons behind former users switching to alternative platforms/tools, and the advantages offered by Demandbase's ABM tool.

With the collected information, we proceeded to develop a comprehensive user flow, highlighting both the positive aspects and areas that required improvement within the platform. Through careful evaluation, we prioritized which features to update or introduce.

My role

User Interview: I participated in user interviews and helped conducting interviews with a select group of users. We had prepared questions beforehand to guide our discussions and gather insightful feedback.

UX Design: Together with the other two UX designers, we explored different user flows, navigation options, and other commonly used features. Through multiple workshop sessions, we diligently planned which features to enhance or add in order to achieve maximum improvement and positive outcomes.

UI Design: With a focus on solutions, I contributed to enhancing their existing design system. This involved reducing and eliminating inconsistencies in icons, colors, typefaces, font sizes, and other design elements. This step was crucial in establishing a coherent and consistent design language across the entire platform. Additionally, I introduced new assets aligned with the proposed features to enhance the overall user experience. I also created a comprehensive and robust design system that developers could use as a reference for seamless implementation.

Navigation Bar Improvements

Dropdown

Enhancing the dropdown functionality on the navigation bar by providing detailed information, useful tips, and relevant tools tailored to the user's specific needs. This feature can be customized by the user or offer intelligent suggestions based on Demandbase's insights to ensure maximum assistance.

Here are several suggested options to enhance the user experience:

Global Search

In light of our findings, we presented a few options to enhance the Search bar. These recommendations were derived from both user needs/desires regarding the search capabilities, as well as considering the time and resources available to Demandbase for implementing these proposed features.

Our minimum viable product (MVP) suggestion focused on providing users with various search options for Campaigns, Audiences, and Accounts.
The Global Search 2.0 proposal aimed to enrich the user experience by displaying relevant and valuable information based on the keywords entered in the search bar.

Business Unit

Introducing a new design update for seamless switching between Business Units, incorporating improved features for search, recent items, and notifications.