fct
fct
A Centralized Dashboard to track Mall Loyalty Campaigns
A Centralized Dashboard to track Mall Loyalty Campaigns
On designing a consolidated campaign management system for FCT Dashboard and in-house marketing tool designed by Unifynd.
On designing a consolidated campaign management system for FCT Dashboard and in-house marketing tool designed by Unifynd.
Responsibilities:
Responsibilities:
Research, Conceptualisation, Wireframing, User Interface Design and Prototyping.
Research, Conceptualisation, Wireframing, User Interface Design and Prototyping.
Timeline:
Timeline:
Design - Aug’22 ( 3 weeks )
Development - Oct’22
Design - Aug’22 ( 3 weeks )
Development - Oct’22
The Team:
The Team:
1 Product Manager and 12+ Developers
1 Product Manager and 12+ Developers
A performance - first system for loyalty campaigns
A performance - first system for loyalty campaigns
Loyalty Programmers lacked a centralized space to plan, connect, and evaluate what’s working across microgames and channels.FCT brings clarity to complexity. It helps teams set goals, link campaigns, and surface behavioral insights—without technical barriers.
Loyalty Programmers lacked a centralized space to plan, connect, and evaluate what’s working across microgames and channels.FCT brings clarity to complexity. It helps teams set goals, link campaigns, and surface behavioral insights—without technical barriers.
2
Campaign Goals
Acquisition Goal
Enter the number of users you want to acquire
Retention Goal
Enter the number of users you want to retain
Referral Goal
Enter the number of users you aim to refer
Activation Goal
Enter the number of users that will successfully sign up
Overall Campaign Goal
Acquisition
73%
Retention
50%
Referral
12%
Activated
48%
Define Campaign Goals
Define Campaign Goals
3200
Points Distributed
1403
Gems Distributed
234
Rewards Distributed
3200
Messages Distributed
546
Coupons Distributed
Tier Wise Distribution
of Campaign Usage
Blue
28%
Bronze
40%
Silver
18%
Gold
9%
Platinum
5%
Track Micro-game Performance
Track Micro-game Performance
Create Cohort
NEW USERS
:
57%
:
48,000 users
Create Cohort
Cancel
Cohort Name
*
End of Season Sale
Do you want to add other user groups?
Select User Groups
Hibernating
Promising
Champions
Loyal Customers
Cannot Lose
Lost
Least Engagement
Needs Attention
Make Data-Backed Decisions with ease
Make Data-Backed Decisions with ease
Goal Based Campaign Flow
Goal Based Campaign Flow
Unified Vision
Unified Vision
Actionable Insights
Actionable Insights
Goal Oriented
Goal Oriented
Easy to Setup
Easy to Setup
Setup Flow
Setup Flow
Step 1 : Campaign Foundation
Create campaign with clear name, budget, and timelineSet strategic context from the start
Step 2 : Define Success Metrics
Choose from AARR framework: Acquisition, Activation, Retention, Referral. Set specific targets for each goal
Step 3 : Connect Existing Campaigns
Search and link related campaigns Build comprehensive campaign ecosystem
Step 1 : Campaign Foundation
Create campaign with clear name, budget, and timelineSet strategic context from the start
Step 2 : Define Success Metrics
Choose from AARR framework: Acquisition, Activation, Retention, Referral. Set specific targets for each goal
Step 3 : Connect Existing Campaigns
Search and link related campaigns Build comprehensive campaign ecosystem
Step 1 : Campaign Foundation
Create campaign with clear name, budget, and timelineSet strategic context from the start
Step 2 : Define Success Metrics
Choose from AARR framework: Acquisition, Activation, Retention, Referral. Set specific targets for each goal
Step 3 : Connect Existing Campaigns
Search and link related campaigns Build comprehensive campaign ecosystem
Integrated Campaign Analytics
Integrated Campaign Analytics
Strategic Focus
Strategic Focus
Unlock Insights
Unlock Insights
Scannable Impact
Scannable Impact
Accelerate Planning
Accelerate Planning
Key Features
Key Features
(Scroll on images to view full dashboard)
(Scroll on images to view full dashboard)
Overview Dashboard
Overview Dashboard
Metric cards with clear affordances create scannable touchpoints for busy stakeholders. The dual-state visual feedback system (green/red indicators) leverages familiar mental models, allowing users to quickly parse campaign health without deep analysis.
Metric cards with clear affordances create scannable touchpoints for busy stakeholders. The dual-state visual feedback system (green/red indicators) leverages familiar mental models, allowing users to quickly parse campaign health without deep analysis.
Cohorts Dashboard
Cohorts Dashboard
Progressive disclosure prevents information overload while the metrics trio (size, value, frequency) creates consistent mental models with immediate performance context.
Progressive disclosure prevents information overload while the metrics trio (size, value, frequency) creates consistent mental models with immediate performance context.
Campaigns Dashboard
Campaigns Dashboard
Dual visualization reduces cognitive load while tiered breakdowns (Bronze 40%, Blue 28%) create actionable user stories through clear visual language.
Dual visualization reduces cognitive load while tiered breakdowns (Bronze 40%, Blue 28%) create actionable user stories through clear visual language.
Key Metrics and Data Points
Key Metrics and Data Points
Primary KPI's eliminate the paradox of choice while providing campaign health visibility.
Primary KPI's eliminate the paradox of choice while providing campaign health visibility.
Customer cohorts transform demographics into actionable personas through behavioral archetypes.
Customer cohorts transform demographics into actionable personas through behavioral archetypes.
Multi-dimensional analytics ensure optimization based on engagement patterns rather than vanity metrics.
Multi-dimensional analytics ensure optimization based on engagement patterns rather than vanity metrics.
User Pain Points
User Pain Points
No Holistic View
No Holistic View
Teams couldn't understand how different campaign elements worked together or identify which combinations drove the best results.
Teams couldn't understand how different campaign elements worked together or identify which combinations drove the best results.
Budget Blind Spots
Budget Blind Spots
Without consolidated expense tracking, it was impossible to optimize budget allocation across related campaigns.
Without consolidated expense tracking, it was impossible to optimize budget allocation across related campaigns.
Data Fragmentation
Data Fragmentation
Campaign managers were drowning in scattered metrics across multiple individual campaigns, unable to see unified performance data.
Campaign managers were drowning in scattered metrics across multiple individual campaigns, unable to see unified performance data.
Strategic Misalignment
Strategic Misalignment
Leadership couldn't assess whether their multi-faceted marketing initiatives were achieving overarching business goals like acquisition, retention, or referral growth.
Leadership couldn't assess whether their multi-faceted marketing initiatives were achieving overarching business goals like acquisition, retention, or referral growth.
