Researching a campaign manager platform to identify its users and improvement opportunities
Mercado Libre
User research
Context
I researched Hermes, MercadoLibre's campaign manager platform, to identify improvement opportunities.
Hermes was developed to target marketing users' needs. However, people from other departments were using it, too. The reason for this was unknown.
Therefore, I conducted research to identify the primary users of this tool, their reasons for using it, and their main pain points.
Research
Process
I contacted coworkers who could assist me. I got a development leader who collected all Hermes' user profiles. Next, I co-created a survey with a research leader to circulate it to Hermes users.
After gathering the survey results, I compared them with the quantitative data collected earlier to ensure accuracy.
I grouped users and identified patterns to understand the different types of users and their reasons for doing so. These user profiles had unique needs that required specific attention.
Findings
Due to intellectual property, I cannot provide specific information regarding the research. However, I can offer a general idea of the findings.
(A) Regarding Hermes users
Hermes’ primary users are 35% developers, 24% Marketing analysts, and 11% UX designers.
Developers mostly use emails, but their use of the platform was low, with some only using it once.
Marketing analysts use emails and push notifications with a high frequency; they use Hermes daily or most days a week.
UX designers use Hermes moderately, and email is their preferred channel.
(B) Regarding improvement opportunities for Hermes
Hermes must have additional features to compete with other currently available platforms.
Hermes needs to be always available and offer stability.
Audiences are cut, and the communications are not reaching as many people as they should.
High workload and difficulties while using the platform.
(C) Regarding additional features
Users need more components to create HTML emails
Duplicate campaigns
More segmentation tools to target communications audiences better
A
B
C
Summary
Hermes's most representative user roles are Development, Marketing, and UX. Together, they constitute over 60% of the user base. Each role has a distinct frequency and reason for usage.
The marketing team uses Hermes frequently. They require a wider range of features due to performing various tasks and facing different issues in different areas of the platform. In contrast, the UX team has a specific use for Hermes. They require a smooth and efficient experience without obstacles while performing their tasks.
Hermes’ user’s main pain point is the drop in their audiences. Audiences are cut out without reason or explanation. This is also the reason why users leave Hermes and seek other platforms.
This research helped determine whether improving Hermes or building a new campaign management platform from scratch was worthwhile.