ServiceLink Auction Landing Experience

Maximizing available resources to design editable user-friendly informational marketing landing experiences

Project Overview

Role: Product Designer, UX Researcher, Developer
Client: ServiceLink Auction
Duration: 2+ Years
Deliverable: Live Landing Experiences + Design System

Problem Statement

As a small team with limited resources, the marketing team at ServiceLink Auction needs an easy to use system to create and maintain landing experiences to guide and inform users about real estate auction and their marketing efforts. Understanding the users, context, and resources available is crucial to helping the team create these landing experiences.

Solution

Over 10 landing pages were developed and hosted on Salesforce Marketing Cloud. The Marketing Team was empowered with editable, templated pages and a drag-and-drop component library for effortless updates. Tracking mechanisms were implemented on each page to ensure measurable data collection. Responsiveness for diverse user scenarios and specific audiences was ensured, all while strategically maximizing available resources.

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Background

About ServiceLink Auction
With over 50+ years in the real estate auction industry, ServiceLink Auction provides a platform that hosts foreclosed properties and is used to facilitate real estate auctions. Being in the Real Estate Auction business requires agility, as the industry can change rapidly due to evolving regulations and market dynamics. Having different marketing experiences and solutions is key to driving traffic to the site and increasing bidding activities.

Problems Identified

Limited Resources
With limited resources, the marketing team required unconventional solutions that empowered the team to create and maintain landing experiences

Home Page
The current ServiceLink Auction homepage lacks resources and information for novice buyers and investors who are new to the business and the auction process

Performance
Having performance metrics is key to understanding the page’s success and usability

Information
Different buyers require different information, such as homebuyers new to the auction process, seasoned home investors, novice home investors, etc

User / Audience
Understanding who the audience of each page is key to the page’s success. Depending on the page, there will be different knowledge levels of real estate auction

Internal Maintenance
Easy page maintenance is crucial for the marketing team, as the industry and market can change rapidly, necessitating quick actions.

"How do we give the Marketing Team control over their digital marketing experience?"

Process

Available Tools
Understanding what can be done with available tools and what the Marketing Team can manage based on project load, team size, amount of initiatives

Stakeholders
Meet with stake holders to establish measurable goals of page and what purpose the page will serve

Stakeholders
Meet with stakeholders to establish measurable goals of page and what purpose the page will serve

Design
The page design must adhere to the design standards of the main ServiceLink Auction website and the general brand guidelines. Wireframes and layouts were presented to the team for their input on the page layout proposal

Prototype
To save time and team resources, the pages were prototyped directly in Salesforce Marketing Cloud. This allowed the team to create a nearly final prototype using established content blocks from the design system, eliminating the need for an additional non-working prototype elsewhere."

Published Page
Based on prototype of the page and final approval from all teams included the page gets posted to marketing channels for targeted users to access.

Salesforce Marketing Cloud
Marketing Cloud is utilized due to the organization's limitations. The marketing team already employs this tool for their emails, making it an established platform within the organization. It enables teams to create and host live pages.

Tracking
The performance of all sites will be monitored and measured using various tools to assess the page's effectiveness.

Data
Using tools like Google Analytics and HotJar, the team gains insights into the page's performance, including metrics related to page visits, time duration, clicks, and more, providing valuable data on campaign effectiveness.

Feedback
Feedback encompasses survey responses from each page, input from users at live events, and feedback gathered through customer service calls, providing valuable insights into real users' experiences with the pages.

Learnings
Based on learnings gathered from data and feedback, the pages are updated according to learnings in order to improve user’s experience and increate page metrics.

Updates
Updates are directly made within Marketing Cloud, allowing for rapid iterations that can be live-tested immediately.

Solution

Editable Landing Pages
A series of editable customized landing pages were created to aid the Marketing Team’s outreach efforts.

Live Pages
Created over 10 landing experiences that people reached through digital ads, social posts, emails, QR codes, etc.

Examples:

Users / Audience
With each page, the team considered who the users and audience would be. Each page's experience is tailored to a specific audience.
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For example, a page dedicated to featuring properties will target investors looking for properties to grow their portfolio.

Benefits:

Tailored experience based on audience allowed the team to put the important information to the proper audience
Understanding the specific users of each page allowed for a higher conversions of marketing dollars spent

Examples of user heatmaps collected

Data
Using different data tools, such as Google Analytics, HotJar and Microsoft Clarity, the team could track the performance of the page and understand the usability of the landing pages in order to make adjustments accordingly.

Benefits:

Combining different data tools allow for more detailed findings
Data allowed the team to make informed decisions on updates and changes to the experience
The team gained a more detailed understanding of each page's efficacy

Example of a drag and drop component I created within Salesforce Marketing Cloud Cloud Page Builder

Component Library
Creating a drag and drop component library with templated components allows the Marketing Team to update and create pages based on different product needs.
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Benefits:

Ability to quickly design and develop landing pages on a short timeline
Empower team to edit and customize pages with little assistance

Solution Summary

Live Pages
Live pages allowed for unique landing experiences for different campaigns

Users / Audience
Knowing the audience of each page allowed the team to focus on displaying the proper information to the right user

Data
By analyzing the collected data, the team can assess the page's performance and identify areas for enhancement

Component Library
Creating an easy to use drag-and-drop component library empowered others to make adjustments to the landing page, fostering a collaborative experience

Impact

Impact Summary
By the end of the 3 sprints, I designed a few features to add to the current Airbnb marketplace. With these new features, more trust between the guests and hosts will be built.

👍👎 Rating System

Review Points

Q&A Section

Guest Photos

Key Contributions
Collaborated with stakeholders and several teams to ensure emails met project and legal requirements
Advocated to consistently enhance experiences based on data and feedback received
‍Iterated on each page through a data driven UX approach
‍Leveraged my knowledge in HTML and CSS to design and create landing pages (on Salesforce Marketing Cloud) andeditable page templates
‍Created a drag and drop design library to streamline email creation
‍Empowered members of my team to independently create emails that followed design guidelines