Unified Campaign Manager

Simplified Through Automatation

The marketing team aims to engage their business users through a unified campaign system that targets every channel. The existing experience could no longer effectively support the emerging use cases across the increasingly diverse customer profiles.

Client

Agoda

Led

Design & Research

Type

Marketing

Duration

3 Months

Business Objective

Enhance and consolidate all existing marketing tools, to increase campaign engagement.

Consolidation

Consolidate All Channels

The marketing team currently utilises separate methods to manage and launch campaigns. Ranging from an internal tool, an external product and manual launching.

Email

Relies on Llama, an internally built tool to create and manage email campaigns through basic code.

Popups

Replies on Braze, an externally bought product to create and manage web popup campaigns.

App Push

Relies on manually configuring in different languages and launching through developers.

Notification

Also relies on manually configuring in different languages and launching through developers.

Analysing External Products

Competitive Benchmark

Through a study of the popular marketing products within the space, I discovered similar features that are centered around modularised templates and campaign automation.

Braze

Multi-channel campaigns platform for email, push, in-app, and SMS. It has analytics and advanced customer segmentation.

Mailchimp

Email marketing platform for creating, sending, and tracking campaigns. It has basic automation and customer segmentation.

Stripo

Email design platform with HTML editors, allowing for highly customisable designs which can be exported into another product.

Key Stakeholders

Problem Statement For Both Sides

Based on an initial research, this would be an engagement tool between the marketing team and hotel users. We therefore had to consider both sides with their separate problem statements and challenges.

Marketing Team

Faces difficulties in effectively promoting partner programs, that can benefit users and derive greater commission for Agoda

Hotel Users

Want to improve their hotel occupancy rates, but lack awareness of partner programs and other benefits offered that can boost their hotel's ratings.

Naturally, this also led to 2 different but closely connected objectives to consider in our ideation phase.

How Might We

Empower our marketers to create and promote engaging campaigns, while making it simple and quick to launch?

Marketing Team

How Might We

Provide hotel users with a clear message and useful benefits that get recommended to them at the best time?

Hotel Users

Jobs To Be Done

Define Solution Scope

I reframed our higher level objectives into a set of more defined user jobs as this made it easier for our engineering team to foresee possible technical constraints that each possible solutions might bring. This exercise also made it a lot easier for my product manager to brainstorm on more concrete design ideas as we move into the ideation stage later on.

Marketing Team

Situation

I need to launch targeted campaigns.

Motivation

I want to reach as many users as possible.

Outcome

I can improve engagement and gain more commission from hotels.

Hotel User

Situation

I want to increase my hotel's occupancy rates.

Motivation

I want to know more about beneficial campaigns.

Outcome

I can make an informed decision and benefit from these campaigns.

Maintaining Feasibility

Careful Consideration

Through an ideation workshop, the team brought forward the low hanging fruit solutions of starting the MVP with the popup campaign creation before scaling towards the other channels. The popup creation flow will act as as testbed for marketing users to familiarise with and customise their own modularised popup designer with automated CMS content.

01

Simple Variables

Providing relevant benefits and is crucial for users. The new experience has to have an easy way of implementing CMS and variables in managing contents.

02

Modularised

For better user engagement, the new tool should allow marketing to easily configure the overall design from a set of interchangeable modules.

03

Streamlined Process

As a new unified campaigns platform, the tool should also support the best design practices and simplified features to ensure marketing can perform well.

With our user's requirements and potential solutions aligned, we were then able to generate hypotheses that will help measure the effectiveness of our outcomes.

Ideal User Flow

Product Flow Involving Both Users

To ensure that the tool is able to provide a full, seamless, and robust experience, we had to identify and solutionise the touch-points where it could empower our users to complete their goals, which was greatly assisted through our user jobs. This covers all the way from how the marketing team creates their campaigns, to hotel users receiving campaign through a channel.

Design Guidelines

Design System

Once we felt we were in agreement with the visual feel, we decided on the design system to ensure consistency across all screens and ease the development process.

Final Designs

Popup Campaigns

The popup campaign channel was priotised as the first feature due to its highest cost saving potential, and simplicity as compared to the highly versatile email.

Simplified Details

A lot of backend automation was implemented to ensure that users only had top define key details, such as the name, dates and pages that trigger the popup.

Modularised

The marketing team were given a default template, but could edit from a set of modules, to still provide a consistent and curated design.

Real Time Preview

Users could also view a preview to understand the overall structure of their chosen modules.

Impact

Solid Foundation

With the entire marketing team eventually relying on this tool to engage hotels and sustain Agoda's overall business supply, this project has greatly defined a steady base to build off from in the future. A total of over USD$250k per annum will also be saved due to the marketing team not having to rely on external products.

01 Hotels can engage with the many partner programs and easily activate any campaign with a single click.

02 More hotels of all types have been introduced and directed to our partner pages to learn more about what we can offer.

03 The marketing team can now manage all their campaigns from a single in-house tool and rely on a multitude of automations.

Takeaway

Full Case Study Releasing Soon

Please wait till Dec 2025 for the full case study.