Designed a scalable promotions module that cut campaign setup time by 60% and helped reach 50K+ users in under 2 months.
Role: Lead Product Designer
Project Type: Enterprise & Mobile Product Design
Timeline: 3 Months
Team: Product Manager, Engineering Team, Marketing Team
Plantix Partner is an eCommerce platform for agri-retailers serving 150k users across India. In 2023, when app reached more than 40% organic sales, the marketing team realized a huge potential to target interested organic users within the ap, but they lacked the autonomy to run and experiment the campaigns on the app without engineering help.
Every campaign required backend support, which resulted in:
Delays in execution and missed time-sensitive windows
Infrequent campaign launches due to tech bandwidth limitations
Limited personalization or regional targeting
Misalignment between campaign intent and in-app placement
This not only slowed down internal operations but also limited the marketing team's ability to experiment, iterate, and scale their efforts.
At the same time, to target the growing active and returning user-base, there was a clear opportunity to surface high-margin products through contextual in-app promotions.
Play Store Link
I started by conducting stakeholder interviews with 4 marketing team members. These sessions helped me understand:
Increase user engagement and conversions
Delays, lack of visibility, and no way to preview or edit active campaigns, managing content in multiple languages
How they currently ideate, plan, and launch schemes
Speed, accuracy, and flexibility in targeting users
🔍 Key insights
They needed to create campaigns in all the different languages supported by Plantix
They needed more visual touch points for different types of campaigns.
Schemes must be highly customizable (with combination of videos & banners)
They needed reports to track campaign performance
Collaborating with the product manager, we translated the insights into key functional requirements:
Enterprise Module for Marketing (As an add-on module under Plantix Partner Operations)
A dashboard listing all active, scheduled, and past schemes
Easy-to-use form to create new schemes
Schemes supporting different form of media content like banners, videos and time-bound sales.
Ability to preview how offers will appear on the mobile app
Edit or pause active schemes
Basic performance metrics for monitoring
Features on the app
New rich-media content touch points at different points of user journey
Enhanced home-page with promotional content
I kicked-off my design process with the App Designs first because this will dictate what features will be needed for managing the campaigns for the enterprise tool.
Competitor Benchmarking for the App
To align the promotional scheme module with contemporary user expectations, I analyzed several popular B2C and B2B e-commerce apps to identify UI patterns, messaging styles, and content placement strategies.
🛍️ B2C Apps (Amazon, Flipkart, Blinkit, Zepto)
These apps cater to mass consumers and have heavily optimized landing pages to promote time-sensitive offers. Key observations:
Strong use of banners and urgency-driven messaging (e.g., countdowns, limited-time tags)
Promotional content like banners is blended between personalized product recommendations
Different types of image banners are used, including single full-width banners, grid banners and carousels.
🚚 B2B Apps (Udaan, Bijnis, Moglix)
These apps target small-scale retailers, similar to our user base in agriculture. Interestingly, the promotional tactics were not drastically different from B2C:
Consistent use of category-based discounts
Similar placement of banners and top offers
A combination of personalized recommendations and promotional content
As seen in the visual comparison above, both B2C and B2B platforms follow similar patterns in how they present offers—reinforcing common user behavior across industries. These findings helped validate that our users would expect a familiar promotional experience regardless of their sector.
Wireframing the App Solution
Since, multiple stakeholders were involved in this project, it was important to keep everyone aligned and involve them early in the design process to avoid any miscommunication. I used rough wireframes and FigJam brainstorming sessions to collect feedback and enforce collaboration.
New promotional surfaces on the eCommerce App
Wireframing the Enterprise Solution
Once I got enough feedback on the app touch points and the features for iteration-1 were frozen, it was time to design all the complex enterprise workflows for the managing these different types of campaigns.
I focused on designing the system as scalable as possible, by breaking the scheme creation and scheme publish part separate and modular flows.
In-App Promotional Surfaces
To support higher visibility for targeted campaigns, we introduced new promotional surfaces within the shopping app. These surfaces were integrated at key points of the user journey to increase engagement and conversions.
This video demonstrates:
Personalized banner carousel on the homepage
Embedded short video widgets with product callouts
Visual consistency across different campaign types
These app placements were designed to feel native and unobtrusive, while maximizing visual impact across diverse user bases.
Campaign Management Dashboard
We designed a flexible self-serve dashboard that empowered the marketing team to create, edit, and monitor promotional schemes without technical support.
This video demonstrates:
Creating a new campaign with multiple banner types (grid, carousel, video)
Previewing how the campaign will appear across app surfaces
Localizing content by region and language
Tracking performance across active schemes
The dashboard was optimized for modular scalability, enabling new campaign types to be added with minimal dev effort.
Self-Service & Autonomy: Marketing team no longer depends on engineering, enabling quicker campaign execution. ~60% time saved.
Efficient Workflow: The intuitive dashboard improves planning and visibility across campaigns.
Scalability: The tool supports campaign expansion across regions and segments without added complexity.
Increased User Engagement: With targeted campaigns visible directly within the mobile app, users experienced more personalized offers, resulting in increased engagement and conversion rates.