Introduction

Navigating the complex terrain of integrating ExactTarget's marketing software into Salesforce's Marketing Cloud, I assumed a pivotal role in orchestrating collaboration among key stakeholders.

Leading a multidisciplinary team comprising UX designers, a UX researcher, product strategists, development teams, and project managers, I spearheaded efforts to realize the seamless integration of the two platforms.

My responsibilities spanned strategic planning, user research, interface design, and alignment with business objectives.

Problem Statement

When Salesforce acquired ExactTarget in 2013 to enhance its Marketing Cloud offerings, the integration of ExactTarget's marketing software into Salesforce's existing ecosystem presented a formidable challenge.

The task at hand was to merge two distinct platforms while maintaining a cohesive user experience, catering to the diverse needs of a broad user base.

With the overarching objective of maximizing the benefits of both tools, the directive was deceptively simple: create a seamless solution that seamlessly integrates the strengths of both platforms.

Research And Strategy

Embarking on a comprehensive analysis, my team conducted an in-depth examination of both ExactTarget and Salesforce's Marketing Cloud. This involved understanding their respective technical stacks, user interfaces, and feature sets.

Collaborating closely with product strategists, we mapped features, identified overlaps, and assessed gaps to inform our integration strategy.

User research, including usability testing and interviews, provided valuable insights into user needs and preferences, guiding our roadmap for integration.

Process & Strategy

To structure our approach, we devised a multi-tiered roadmap delineating the progression towards integration.

Tier 3 outlined the "far future," envisioning the integrated product at full scale.

Tier 2 defined the "near future," outlining actionable steps to move closer to the long-term vision.

Tier 1 addressed the "immediate future," focusing on foundational elements necessary for subsequent phases.d to understand the integration and the plan in a holistic space.

In Tier 3, we envisioned leveraging ExactTarget's exceptional email and content targeting technology to enhance Salesforce's Marketing Cloud. This ambitious goal aimed to create a unified system capable of delivering personalized, non-linear customer journeys.

Tier 2 involved breaking down features and assessing technical feasibility to realize the long-term vision.

In Tier 1, we prioritized immediate actions to establish a foundation for future scalability.

Research Driven Strategy

Benefitting from a wealth of qualitative and quantitative data from both Salesforce and ExactTarget, we conducted heuristic evaluations, user interviews, and A/B testing to inform design decisions.

Close collaboration between UX designers and technical teams ensured seamless integration of design elements with the underlying infrastructure. Usability testing validated the combined interface, guiding iterative refinements.

Conclusion

The successful integration of ExactTarget's marketing software into Salesforce's Marketing Cloud exemplifies the power of collaboration between UX design, product strategy, and technical teams. By prioritizing user-centered design decisions, leveraging iterative testing, and fostering close collaboration, we bridged technological gaps to deliver a unified, user-centered experience. This integration not only met technical requirements but also set a precedent for future enhancements, underscoring the importance of user research and iterative design in complex integration projects.