Alliance Data wanted to redesign The Moment Engine product. Previously known as The Bonus Engine, an enterprise white label product to help marketers plan loyalty and marketing campaigns.
I was asked to help frame the challenge, “How might we create a product that marketers, with little technical knowledge, could easily access and operate?”
Developing a mental model
Consulting with the lead engineer, I developed a system diagram which isolated the components of the interface. We referred to this diagram and documented requirements for the product.
Documenting the domain helped to clarify the elements we were designing for in the system. This was a key moment that drove the project forward.
Once I framed the project and wrote requirements, I created wireframes for the product. The Marketer and the Administer's process flow mapped to the system diagram.
The design of a product without the resource of a product manager is a challenge. Most of my time focused on what problem we were trying to solve.
Once we wrote requirements, I craved user feedback to learn what the Marketers and Administrators needed from this tool. Although advocating for research, the product owner wanted to develop the first version of the product before gathering this data.