As part of my work with Second Funnel, I helped design a web-based CMS that provided a way for marketers to configure and deploy custom eCommerce pages without having to change the code on their site.
The landing page UX Second Funnel provided was already increasing conversion rates by up to 5x over conventional eCommerce pages. The CMS would help scale that success by automating and streamlining our page deployment workflow.
Our primary user type was a Digital Marketing Manager. This person was responsible for configuring and launching the landing page.
We translated them into feature requirements, and tracked everything in a Google spreadsheet.
To configure a landing page, the user would have to perform three major tasks:
From these early sketches we prototyped some key features. For example, we built a very basic interface for importing product data into our database that we used and tested internally.
The sitemap shows the top-level navigation and the three flows that make up page configuration: importing, tagging, and arranging content.
The wireframes helped me define a set of UI elements. From here, I created symbols in Sketch and applied a basic set of shared styles to get me started. To come up with the visual styling, I referenced our product objectives and our visual identity.
By showing controls on hover instead of in a side menu, users could edit and arrange content faster, with less friction.
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