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The objective of this project was to redesign Creatives, the Content Management System of Capillary’s Product Suite. Creatives allow Retail Marketing teams to Create, Edit and Manage Content for various communication channels.


To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study.





I was the Design owner for Creatives and worked on it over a period of 5 months. My focus was on understanding current users and their challenges, defining new features, defining the flows, interactions, visual design and design quality check post development.





  • The older system was built more than 6 years ago. Over the time the brands & user requirements have changed. The system couldn’t scale well with these changes.

  • In the older system, not all products could use the saved content. It was restricted only to Campaign manager.

  • The system deviated significantly from the new design system we were building




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Research — Insights — Brainstorming + Explorations — Solution + Development






Majority of the users for Creatives were are account managers from capillary. I had multiple in-house user research session with these users. The goal of this process was to understand their needs, goals, challenges with the current system and expectation from the new system. These sessions were split between telephonic conversations and in-person interviews.


Few key issues that users pointed were

  • There was no way to reuse a message between different kinds of campaigns, as messages were tied to a campaign type.

  • Creation and editing of email messages was a bit challenging for users not familiar with HTML

  • Adding personalization tags in messages was not simple. 

  • Finding an old message was difficult. Users were not following any standard naming format.

  • Creatives were only available for campaign manager, other tools didn’t have access to it.


I also conducted a heuristic evaluation and usability testing of the current system and discovered these key issues.

  • Navigation was not structured well and was confusing.

  • Desired/Primary actions were not clear.

  • On some near empty screens, users didn’t know what to do next.

  • Visual indications for actions being performed are missing, feedback or indication (e.g.. Loader) of a pending action or processing was missing which resulted in confusion & irritation for the users.

  • Proper alignment and design consistency were not followed across the interface.






After the research sessions, I had a few interesting insights in terms of the current usage and the product.

  • This module was built to create templates but the users were using it for organizing the content, and not for creating templates. This was because most of the brands have two different teams, one for creating the content and the other one for creating the campaign.

  • Users were maintaining multiple versions of the same message to keep track of all the modifications. 

  • There were scenarios where brands wanted to use a content created for one kind of campaign, in another.

  • Brands were looking for dynamic content.


Based on these insights, I realized that there will be 2 types of users

  • Account managers - The one who executes campaigns

  • Creative teams - One’s who will be creating the content and sending it to the account managers.​​



Based on the user research insights my primary objective was to resolve these problems

  • Information architecture change: Current tool was built for campaign managers only. But over time, customers needed to use the content in other products as well. The first approach was to keep it under the campaign management tool. This way the parent product will still remain the same other products can consume the instance of that. But this fails in scenarios where brands don’t buy the full suite of products. The second approach, creatives can be pulled out from campaign manager and put it under a shared repository. This way users can create messages at one common place and consumed in any of the products even if they don’t buy a full product suite.

  • Message creation process was lengthy with multiple teams involved. Most of the brands have a Creative team or a Creative agency for content creation. Thus most of the messages are uploaded into the system rather than created from scratch. Even for minor changes, the teams were re-uploading the messages. To resolve this issue one solution was to give access to these creative teams or agencies. Another approach was to put Creatives in a shared area.

  • We want to increase the reusability of these messages. Hence reducing the dependency of the account managers on other teams. They can only reuse it if they can find a relevant message at the time of need. For that, we wanted to find a way to organize these messages. The first approach we thought could be to provide some kind of folder structure. But in this will fail if they can’t recall the folder names. The second approach we thought was to provide #tags options while saving messages i.e, for Diwali campaign they can use #festive #diwali2018. and enable search templates by #tags used.

  • Users were creating multiple versions of the same message with minor changes because the brands want to test multiple variants before sending out the final message. To solve this problem we had two options. The first option was to use an approach like that of Google Docs, where every change is saved. This approach is error proof but fails in cases where users can’t remember what changes they made and when. Also, there is no way to view more than one variant at a time. The second approach we thought could be where we will explicitly ask users to create a variant. This way the users will know when to create a new variant and when to modify the existing one. They can also see and compare the variants

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I actively worked with the Engineers during the development phase. During this phase, some design decisions were taken to accommodate the edge cases.

One such example is creating multiple variants in Email, where a few brands had support for multiple languages. To accommodate this, I made a few changes separately for Email.


We had a 2-week sprint cycle for Creatives. After every sprint, the Engineers showed me the built flows, and I made a list of gaps such that they can work on them later. Then, the Product Manager and I sat to prioritize these issues such that the Engineers knew what items to pick up next. We used Google Sheets to track this progress.

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