01 — Aprimo — Etisalat
Revamping the Campaign Tool
Role
UX Designer
Platform
Desktop
The Problem
Each campaign took 10+ minutes to launch. On Black Friday, that meant 17 hours of work — just to push already-created campaigns.
Etisalat's engagement team used two separate tools: Aprimo for campaign creation, and a second tool for launching. Every launch required manual copy-pasting between them. With 200 open requests at any time, the process was unsustainable. Our role was to make it smoother and faster.
Research & Process
Reviewing the Old Tool
Audited Aprimo to understand the current state — a fragmented, slow interface that forced users to switch between two systems.
Contextual Observation
Observed the engagement team in their environment. Found they juggled 200 open requests simultaneously, with constant context switching causing errors.
User Interviews
Interviewed the engagement team to surface pains: manual script copying, undefined report structures, no duplicate/edit capability, long approval cycles.
IA & User Flows
Mapped a unified information architecture merging both tools into one. Defined flows for Operators/Vendors and Finance roles separately.
Wireframing
Wireframed the campaign creation flow, request management views, and approval workflows for both commercial and finance teams.
Solution
Unified Campaign View
Merged both tools into one. Campaign creation with predefined attribute targeting, SMS preview, package selection, and a live summary — all in the same interface.
Select from predefined ranges — gender, age, city, handset type, interest and revenue tier
Save as draft so the team can finish it later without losing progress
Customised Inline Approval Flow
SMS script visible at list level — approve or reject directly from the requests view without opening each campaign. Critical for processing 200+ requests quickly.
SMS script shown at list level — approve or reject without opening the campaign
Take a decision without an extra click — helped a lot when there are many requests
Only cost and package visible at list level — approve or reject directly from the requests view without opening each campaign. Critical for processing 200+ requests quickly.
Impact