Advocacy tech
SaaS platform
New/Mode: halving the steps to launch an advocacy campaign
Problem
Launching a campaign on New/Mode, a B2B advocacy platform, took 30 steps.
Solution
Automation for the steps the system could fill in, and progressive disclosure for the rest.
Impact
30 to 15
steps to launch a campaign
My role
Design director and lead designer. Research, UX, UI and the rebrand.
Context
New/Mode is a SaaS platform organizations use to create and run advocacy campaigns. It had become a feature-heavy tool built around engineering logic rather than the people creating campaigns.
Users and their work
I rebuilt the layout and flow around the campaigners' experience instead of the back end. The design decisions came from research into their behavior, pain points and motivations.
Key decisions
1. Let the system do the work it can
Steps the system could fill in were automated, so campaigners no longer had to complete them by hand.
2. Show settings only when they matter
Advanced options moved behind progressive disclosure, so most campaigns could launch without touching them.
Before
After
3. Write the spec as the shared reference
I wrote the UX strategy and specification that client, design and engineering teams worked from.
4. Design the path from trial to subscription
I placed each call to action within the flow, to move trial accounts toward becoming paying subscribers.
5. Separate the marketing voice from the product
The rebrand gave the marketing side a bold visual identity, paired with a platform UI that stays clear and welcoming.
Results
- 30 to 15
- Steps to launch a campaign