Smart Templates,
Faster Campaigns
Managing templates was slowing down campaign execution due to fragmented workflows and limited visibility. Our redesigned system reduces manual effort, enhances flexibility and efficiency!
In a nutshell
The Template Manager powers campaign execution but faced inefficiencies as it scaled. We reimagined it into a streamlined, collaborative, and scalable platform. Now, teams can launch campaigns faster, with greater accuracy and flexibility.
Identify the problem
The Template Manager was the backbone of campaign ecosystem, connecting templates, modules, and user actions across teams. With 100+ hours of research - observing Marketing Analysts, Operations Specialists, and Support Specialists - we uncovered key gaps and opportunities that shaped the redesign.
Marketing Analyst
- Struggles to customize templates for complex campaign targeting.
- Limited visibility into campaign logic and performance impact.
- Time wasted clarifying requirements with ops & support.
Operation Specialist
- Manual, repetitive workflows slow down execution.
- No real-time validation or preview leads to high error risk.
- Difficulty maintaining consistency across multiple brands.
Support Specialist
- Troubleshooting errors without clear logs or feedback.
- Frequent repetitive support requests from teams.
- Balancing urgent fixes with long-term tool improvements.
Design Strategy & Approach
Our strategy was to design a scalable, intuitive, and collaborative platform that solves today’s challenges while preparing Wayfair for future growth.
Personalization
AI-powered personalization with template and content block suggestions, tags based on past usage, interactions, and campaign needs.
Workflow Efficiency
Boost workflow efficiency with real-time content previews, version control with rollback, and a streamlined approval process with tracking and notifications.
User Access Control
Enable secure, structured collaboration with role-based user access, real-time multi-user editing with activity logs, clear template visibility.
AI Automation
Leverage AI to accelerate campaign with smart template suggestions, automated error detection & fixes, intelligent workflows for repetitive tasks.
The outcome
“The preview pop-up has all the necessary information, I can instantly see module type, usage, and variants without clicking around.”
Isabel, Senior Operations Specialist
“Huge improvement will save our time! You have done a good job with incorporating all our needs!”
Julie, Senior Operations Specialist
“Conditions are like 10,000% improvement, a lot easier to see, check and understand. Pretty straight forward! Very intuitive!”
Emma, Operations Specialist
“You can recommend from the history, which is something that I really like, where it'll just give you a previously used data!”
Rahul, Operations Specialist
Impact by Design
Users feel empowered by completing tasks independently without relying on support or workaround methods.
A cleaner, more organized interface speeds up the template creation and reduces fatigue.
Streamlined flows reduce second-guessing through real-time visual cues that boost user confidence.
Minimizing task-switching increases efficiency, as having Design, Logic, and Preview in one view reduces context loss.
The system delivers small delights by going above and beyond the default workflow.
