Thanx is a guest engagement platform for offline businesses, and the company's key focus centered around providing actionable data to the restaurant industry. Over the years, the company began to push branded mobile applications when their focus narrowed in on enterprise partners.

In 2019, I was acting as the team's only Sales Enablement specialist and led a campaign targeting enterprise accounts in partnership with the Head of Product Marketing, a design team member and a selected task force of sales reps. I took on the creation and customization of branded app prototypes that were meant to give a sneak peek, or "appeteaser" if you will, to the prospect of what their app could look like if they chose to partner with us.

PROCESS
With no prior experience in Figma, I was handed a wireframe skeleton template for this project with empty states of the branded areas that I was tasked to populate. In order to pull these resources, I did loads of research of the brand's website and socials to get a "feel" for how they go about representing their services & offerings.

Initially, the plan was to start with only one account in hopes of getting them to agree to a meeting but due to the positive response, I was asked to create more prototypes for top accounts the reps were struggling to reach. In doing so, I began making edits & manipulating the wireframe template to suit my needs.

LESSONS LEARNED

As this process was a bit unconventional from the ideal design flow where one could initiate a brief with the client, I had to be all the more thoughtful in my attempts to stay true to the existing, public brand. It also made it incredibly difficult at times if the retailer wasn't very active in their promotional strategy.

Despite my efforts, I was reminded that not all accounts are a great fit for an ABM campaign. Targeting the wrong prospect can result in unintended sacrifices to our own brand.

ACCOMPLISHMENT

Overall, the campaign was a great success! We had a massive response rate from the email template I created for the reps and it resulted in multiple opportunites generated. Additionally, I was able to supply screens of a made-up brand called Sugar Pie when the Head of Product Marketing needed images to feature on our website.

On a personal note, this project ignited a fascination for all things design, UI+UX & strategy, which I believe has drawn me closer to the Product teams I've been privileged to work with.