Context.
The Campaign Automation tool enables organisations to harness the full power of Realife’s best-in-class segmentation and personalisation engine, seamlessly integrating it into existing marketing infrastructures. By transforming data into actionable insights, the platform enables teams to create, deploy, and measure highly targeted campaigns that drive engagement and revenue.
Built for scale and flexibility, Campaign Automation empowers venue marketing teams to focus their time and effort where it matters most—delivering the right message, through the right channels, to the right audience at the optimal moment. By automating complex workflows and removing manual effort, the tool helps teams move faster while maintaining precision and relevance.
Project Summary
Campaign Automation ensures venue marketing teams are focusing their time and energy on the right messaging, in the right channels and, most importantly, to the right audience, to maximize ROI for their business.
Date
2022
Methods and Tools
UX Design
UI Design
User Testing
Design challenge.
Clients needed a way to run highly personalised, data-driven campaigns without the complexity of traditional segmentation tools. The challenge was to design an intuitive automation platform that simplified workflows, enabled precise multi-channel targeting, and provided clear performance insights—while scaling with data and maximising ROI.
Discovery.
The discovery phase focused on understanding how venue marketing teams currently plan, execute, and measure campaigns—and where complexity, friction, and manual effort hindered their progress. The goal was to design a tool powerful enough to support advanced segmentation and personalisation, while remaining accessible to non-technical users.
Understanding User Needs
Stakeholder research revealed that while teams valued personalisation, they struggled with complex campaign setup, unclear audience segmentation, fragmented workflows, and limited performance visibility.
To address this, I mapped end-to-end screen flows for the campaign lifecycle—from audience selection to performance monitoring. This helped identify cognitive overload, unclear decision points, and opportunities to simplify workflows while progressively revealing advanced functionality.
Establishing User Testing
Working with Customer Success, we recruited five relevant participants to ensure feedback came from real campaign users.
Partnering with the Head of Design and Senior Product Designer, we ran structured user testing using a lightweight clickthrough prototype focused on validating the core campaign flow and usability rather than visual polish.
Key Observations in the User Testing
During the sessions, we observed how users navigated the campaign creation journey, interpreted segmentation and targeting steps, and responded to performance indicators.
This early validation helped reduce risk, align the team on user expectations, and shape refinements to the experience—ensuring the final solution balanced powerful automation with clarity and ease of use before development began.
How clearly the purpose of Campaign Automation was communicated
Where users felt confident versus uncertain when configuring campaigns
Which steps felt unnecessary or overly complex
What changes were needed before moving into implementation
Define.
Insights gathered during discovery and user testing helped us clearly define what Campaign Automation needed to deliver—and just as importantly, what it should avoid. Working closely with Senior Product Designers, Product Managers, Engineering, and Customer Success, we aligned on a solution that balanced advanced personalisation with usability for non-technical users.
Defining the MVP
Existing tools made personalised campaigns difficult due to complex setup, unclear segmentation logic, and fragmented workflows—limiting adoption among non-technical users.
To address this, we defined a focused MVP that simplified campaign creation while preserving powerful targeting. It enabled quick campaign setup, clear audience visibility, multi-channel workflows, and foundational performance reporting—delivering immediate value without overwhelming users.
Validating the Designs
To validate design solutions, we ran internal user testing with clearly assigned team roles. I created an interactive prototype focused on the PLP → PDP journey and developed a structured testing script to evaluate key interactions identified during the UX Audit.
Clarity over complexity: Make advanced capabilities easy to understand
Progressive disclosure: Reveal complexity only when needed
Confidence through feedback: Show users the impact of their decisions in real time
Speed to launch: Reduce time and effort required to activate campaigns
Success Criteria
We aligned on clear outcomes to measure success:
- Increased adoption of Campaign Automation
- Reduced time to create and launch campaigns
- Improved confidence in segmentation and targeting
- Actionable performance insights to support optimisation
By the end of the Define phase, the team had a shared understanding of the MVP scope, experience principles, and success metrics—setting a strong foundation for design and implementation.
Design.
Campaign Priority List
Education was key to launching Campaign Automation successfully. The challenge was delivering a go-to-market product quickly while keeping it meaningful and easy to adopt.
To balance speed and value, we introduced the Campaign Priority List, allowing teams to run parallel campaigns targeting different segments without adding complexity to the core workflow.
Selecting a Content Widget
To speed up delivery, I enhanced an existing content widget instead of building a new component. By introducing a modal variation, we provided contextual content without disrupting workflows—maintaining design system consistency while creating a scalable, reusable solution.
Scheduling the Campaign
Designing the scheduling system required balancing flexibility with structure as campaigns could run simultaneously and interact with real-time API data.
To solve this, I created a reusable table-view row pattern that clearly displayed scheduling details and supported strategic planning—allowing teams to coordinate overlapping campaigns and manage audience targeting without adding complexity.
Delivery.
Delivery focused on turning validated concepts into a scalable Campaign Automation tool positioned as a Go-To-Market differentiator for RealifeTech.
Working closely with Product, Engineering, Customer Success, and Sales, we delivered the solution incrementally—prioritising a streamlined campaign workflow, real-time audience visibility, multi-channel orchestration, and foundational reporting. Tight design–engineering collaboration ensured complex segmentation remained intuitive and scalable.
Impact.
Commercial & Go-To-Market Impact
Campaign Automation evolved from a product feature into a strategic growth driver for RealifeTech.
Positioned in sales conversations as a revenue activation tool, it demonstrated the value of RealifeTech’s segmentation and personalisation capabilities. In collaboration with Sales and Customer Success, it supported enterprise adoption—including the Phoenix Suns—as part of their digital engagement strategy.
Enterprise Adoption and Client Value
Campaign Automation enabled enterprise clients to launch campaigns faster, target audiences with greater confidence, and clearly connect performance to revenue outcomes. By automating complex workflows, the platform reduced operational overhead and enabled marketing teams to execute campaigns more scalably and strategically.
Operational And Product Impact
Campaign Automation repositioned RealifeTech from a data platform to a revenue activation engine. It increased product adoption, reduced reliance on custom configurations, and created a scalable automation framework—strengthening enterprise alignment across Product, Sales, and Customer Success while supporting long-term growth.
Beyond.
