MARKITAB
Markitab is a digital marketing platform that enables clients to conduct all their digital marketing activities — from email and social media to influencer outreach and PR — on one centralized platform, accessible on any device. I redesigned key features, including the mobile app’s landing and onboarding pages, and reimagined Markitab’s overall user flow to boost usability and engagement. These improvements resulted in a 14% increase in click-through rate and a 5% lift in user retention.
Duration
2 monthsRoles
BrandingUXUI DesignResearchTeam
Engineer (1)Designer (1)PM (1)Tools
FigmaLottieAdobe Suite
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The
DIGITAL MARKETING
Market
Today’s digital marketers juggle multiple tools, channels, and data streams just to stay competitive. Whether they’re running email campaigns, managing influencer partnerships, or analyzing social performance, they expect their platforms to simplify — not complicate — their workflows. Users want intuitive dashboards, clear data, and the flexibility to plan and execute campaigns seamlessly across devices. As the industry moves toward all-in-one solutions, great UX/UI plays a critical role in reducing frustration, saving time, and helping teams focus on what matters most: creating real connections with their audiences.
Research
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To understand how professionals conduct their digital marketing activities (including email, social media, influencer, PR, event marketing, etc.) and identify the pain points, opportunities, and design improvements that enhance usability, user flow, and the multi-device experience.
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Uncover how professionals plan, execute, and monitor diverse digital marketing activities using a unified platform.
Understand how users switch between channels (email, social, influencer, PR, event) and devices throughout their workflow.
Identify areas where the user flow feels fragmented or inefficient across key touchpoints.
Gather insights on feature usability for campaign setup, segmentation, analytics, and collaboration.
Reveal what would help professionals feel more in control, productive, and confident using Markitab on any device.
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Method Type: Qualitative user research combining semi-structured interviews and light task-based usability walkthroughs.
Participants: 6–8 marketing professionals (e.g., marketing managers, coordinators, agency specialists) who manage multiple digital marketing channels.
Session Length: 30–45 minutes per participant.
Deliverables: Synthesized insights highlighting pain points, patterns, and prioritized opportunities to inform user flow, UI, and responsive design updates.
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Can you share your role and your main responsibilities when it comes to marketing?
Which digital channels are you responsible for — and which do you use most often?
Walk me through a typical day managing your campaigns and activities.
How do you currently manage all your digital marketing tasks? (e.g., what tools, apps, or processes do you use?)
What’s your experience like when switching between different devices for your work?
How do you feel about the time and effort it takes to manage multiple channels in one place?
What parts of the process feel repetitive, confusing, or inefficient?
Are there moments when you wish certain tasks were more automated or connected?
What, if anything, slows you down or adds extra work when you move between campaigns, reports, or devices?
What would make you feel more organized and in control when running your campaigns on Markitab?
If you could improve one thing about how you handle all your marketing activities in one platform, what would it be?
“I’m constantly jumping between my email tool, social scheduler, and spreadsheets — it’s messy and I wish everything just lived in one place.”
“When I’m planning an events, I want to see all my email and social assets together — not buried in different folders or tabs.”
“I do a lot of my work on my laptop but I check results and approve drafts on my phone — sometimes things don’t sync the way I expect.”
“Setting up a new campaign is straightforward, but tweaking segments and automations takes too many clicks — I wish it felt more intuitive.”
“Our clients want real-time updates on influencer posts, but we’re stuck tracking things manually — there has to be a smoother way.”
“A single dashboard that shows me what’s working across every channel would save so much time — I hate guessing which campaign is driving results.”
User Personas
S
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Clearly positions itself as a central hub for email, social, influencer, PR, and event marketing — a key differentiator.
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Clean, mobile-friendly design with intuitive navigation across desktop and mobile.
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Prominently featured AI support improves user accessibility and efficiency.
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Simple mobile onboarding screens reduce friction for first-time users.
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Consistent color scheme (#FC845D) and iconography builds strong visual identity and recall.
W
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Dashboard visualizations are clean but may lack depth for power users needing advanced data filtering or segmentation.
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Certain pages (e.g., homepage and onboarding) rely heavily on illustrations, which may impact performance or accessibility if not optimized.
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No visible modules for automation flows, A/B testing, or deeper CRM integrations—potential future limitations for enterprise clients.
O
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Add deeper segmentation, automation flows, and campaign-level drilldowns to attract data-savvy marketers.
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Integrate with external tools (e.g., Salesforce, HubSpot, Canva) to extend functionality and value.
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Add multilingual and region-specific campaign compliance features to attract global clients.
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Leverage social proof further by adding case studies, shared campaign templates, or a creator marketplace.
T
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Competes directly with giants like Mailchimp, Klaviyo, Meltwater, and Sprout Social—needs continuous innovation to stand out.
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Trying to do too much (email, social, influencer, PR) could confuse users without strong UX support.
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Despite friendly onboarding, multi-feature platforms often risk churn if users don’t find value early.
Competitive Analysis
Mailchimp
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Strong email campaign builder with automation.
Broad user base and trusted brand.
Integrated CRM and analytics tools.
Easy-to-use drag-and-drop UI.
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Limited functionality for influencer marketing, PR, and event marketing.
Advanced features locked behind higher pricing tiers.
Less scalable for large enterprise marketing teams.
Can feel clunky for multi-platform campaign management.
Meltwater
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Robust media monitoring and sentiment analysis.
Strong influencer identification and outreach tools.
Advanced AI-powered social listening.
Built-in PR distribution capabilities.
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Robust media monitoring and sentiment analysis.
Strong influencer identification and outreach tools.
Advanced AI-powered social listening.
Built-in PR distribution capabilities.
HubSpot
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Deep integration of CRM, content, and marketing tools.
Strong automation and lead-nurturing workflows.
Unified dashboard across marketing, sales, and service.
Great educational resources (HubSpot Academy).
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High cost as you scale features or contacts.
Complex to implement and configure without training.
Not designed with PR or influencer tools.
Steep learning curve for non-tech-savvy marketers.
Sprout Social
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Intuitive interface for scheduling, publishing, and monitoring.
Excellent team collaboration tools.
In-depth social analytics and performance reports.
Great for customer engagement and inbox management.
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Limited support for non-social campaigns (email, PR, etc.).
Less comprehensive campaign building compared to full-suite tools.
Lacks customization in visual content creation.
No AI assistant or multi-device optimization focus.
Key Takeaways
1
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While competitors like HubSpot and Meltwater offer robust features, they often overwhelm users with complexity. Markitab should focus on maintaining powerful multi-channel capabilities while delivering a clean, intuitive UI—especially across mobile.
2
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Most platforms specialize in one or two marketing verticals. Markitab’s all-in-one approach—combining email, social, influencer, PR, and events—fills a major gap in the market. The experience must feel connected and seamless across all touchpoints.
3
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Platforms like Meltwater and HubSpot are often cost-prohibitive. Markitab can win users by offering scalable, affordable tools for growing businesses without locking core functionality behind high paywalls.
4
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Many competitors deprioritize mobile UX. Markitab’s emphasis on a mobile-first, multi-device experience is a strategic advantage—especially for freelancers, startup marketers, and global teams on the go.
Ideation
This interface architecture was created to map out the foundational structure for Markitab, a unified platform for digital marketers. The goal was to streamline disconnected tools—such as campaign managers, influencer platforms, and analytics dashboards—into one cohesive ecosystem.
The layout emphasizes modular navigation, enabling users to easily access tasks like creating campaigns, managing emails, tracking influencers, and analyzing performance metrics—all without switching platforms.
This architecture informed the visual and UX direction of the platform, with a focus on clarity, hierarchy, and reducing cognitive load. It also laid the groundwork for a scalable design system and seamless cross-device experience.
Solutions
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Enable users to build, launch, and track multi-channel campaigns—email, social, influencer, PR—from a single interface.
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Allow users to customize their dashboard with drag-and-drop widgets based on the marketing tools they actually use.
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Streamline menus with iconography, use plain language (“Campaigns” instead of “Outbound Strategy”), and group tools by user goal.
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Let users preview pricing in real time as they toggle features or add team members.
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Combine analytics from all active platforms to give users a comprehensive view of impact.
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Implement faceted filtering (size, season, brand, condition) and a predictive search autocomplete to help users quickly narrow down inventory. Develop a recommendation engine that leverages user preferences and historical data to surface high-relevance swaps in a personalized “For You” feed.
Interface
Architecture
This interface architecture was created to map out the foundational structure for Markitab, a unified platform for digital marketers. The goal was to streamline disconnected tools—such as campaign managers, influencer platforms, and analytics dashboards—into one cohesive ecosystem.
The layout emphasizes modular navigation, enabling users to easily access tasks like creating campaigns, managing emails, tracking influencers, and analyzing performance metrics—all without switching platforms.
This architecture informed the visual and UX direction of the platform, with a focus on clarity, hierarchy, and reducing cognitive load. It also laid the groundwork for a scalable design system and seamless cross-device experience.
USER
Flow
This user flow visualizes the core onboarding and task journey within the Markitab platform—from initial sign-in to campaign creation and performance tracking.
I mapped out key interaction points to ensure clarity around authentication, account recovery, and content entry. The flow also highlights modular access to campaign management, influencer insights, and email automations—all core pillars of the product.
By visualizing this flow early in the process, I was able to identify and resolve critical usability blockers—like repetitive input fields, error dead-ends, and inefficient branching logic. This became the foundation for a more intuitive, conversion-friendly experience across both desktop and mobile.
Website Digital Wireframe_Email & SNS
Website Digital Wireframe_Influencers
Website Digital Wireframe_Dashboard
Mobile Digital Wireframe_Onboarding 1
Mobile Digital Wireframe_Onboarding 2
Mobile Digital Wireframe_Sign In
Mobile Digital Wireframe_Home
Mobile Digital Wireframe_Email & SNS
Mobile Digital Wireframe_Campaigns
Usability Test
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Date: July 10–11, 2025
Participants: 5 digital marketers (ages 27–38) from agencies and in-house teams
Format: Remote moderated (via Zoom)
Prototype: Mid-fidelity, desktop web app (Figma)
This study aimed to evaluate the usability of Markitab’s unified platform for managing email campaigns, influencer tracking, and performance analytics. Participants completed tasks related to campaign creation, navigation, and dashboard customization to uncover key friction points and opportunities for refinement.
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Assess whether users can navigate the platform with minimal guidance
Identify points of confusion in the campaign creation and email automation flow
Evaluate the clarity and accessibility of analytics and influencer sections
Gauge overall satisfaction with the dashboard layout and interface
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Log in or sign up to Markitab and reach the home dashboard
Create a new multi-channel campaign (email + social)
Find and review analytics for an existing campaign
Locate the influencer tracking module and view top performers
Access and customize the dashboard layout
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Task completion rate ≥ 90%
Time on task (campaign creation) ≤ 4 minutes
Error rate (navigation/flow) ≤ 10%
Satisfaction score (1–5 scale) ≥ 4.0 average
Verbalized confusion or frustration ≤ 2 instances per session
Problem 1: Unclear navigation hierarchy
Problem 2: Lack of feedback during creation
Problem 3: Lack of efficiency in dashboard page
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Results & Takeaways
