Perx Technologies
Standardising Microsites Campaign for Faster Delivery and Seamless Collaboration
Frequent custom client requests created inefficiencies in Perx’s gamified microsites, leading to delays and misalignment between teams. To address this, I introduced standardised microsite templates with predefined, customisable components. This approach streamlined development, reduced miscommunication, and improved cross-team efficiency.
Project Details
Scope
User Research, Product Design, Stakeholder management, Competitive Analysis, User Flow, Wireframing & Prototyping
Timeline
May 2019 - Aug 2019
collaborated stakeholders
Product, Engineering & Professional Services
Background
Perx is a B2B2C company specializing in customer engagement and loyalty solutions. One of its key offerings is gamified microsites, which allow businesses to engage customers through interactive experiences. As a UX designer, one of my core responsibilities was designing gamified microsites for client campaigns—featuring mechanics like “shake the box,” “hit the piñata,” surveys, loyalty programs, and instant rewards.
While these microsites drove engagement, there were scalability issues due to frequent custom requests, unclear customisation guidelines, and misaligned cross-team collaboration. Thus, I worked closely with the internal teams to address these issues.
Project Goal
The goal of this project was to streamline microsite customisation by defining clear guidelines to ensure faster delivery, scalable development, and better client communication, allowing Perx to efficiently support multiple clients campaign.
Key Results
Improved Client Communication
The Professional Services Team could confidently set customisation expectations, reducing misalignment.
More Efficient Sales Process
The Professional Services Team now had a structured framework to present to clients.
Reduced Engineering Workload
Engineers focused on high-value tasks instead of building one-off microsites.
Identifying challenges
While Perx’s gamified microsites were effective engagement tools, the lack of a standardised customisation framework led to several challenges across teams. To gain deeper insights, I conducted stakeholder interviews with internal teams, uncovering key challenges:
Challenges faced
Time-Consuming Development
Clients frequently requested unique design elements and interactions, requiring the Engineering Team to build multiple custom microsites from scratch. This process was inefficient and often resulted in rushed deliveries to meet tight deadlines.
Lack of Customisation Guidelines
There were no clear standards on what elements could be customised, leading to confusion among the Professional Services Team and inconsistent pitching to clients. This caused frequent back-and-forth discussions with the Engineering Team, further delaying project timelines.
Scalability Issues
The ad-hoc approach was not sustainable, as every new microsite required significant engineering effort, limiting the company’s ability to efficiently support multiple clients.
Cross-Team Misalignment
Without a structured approach, collaboration between Product, Engineering, and the Professional Services Team was inefficient, making it difficult to streamline development and set realistic client expectations.
Project aims and strategic directions
The challenges highlighted the need for a scalable solution that would improve efficiency, reduce development bottlenecks, and ensure clear communication between teams. To address these issues, I set out to achieve the following objectives.
Objectives
Standardise the Customisation Process
Define clear guidelines on which microsite elements could be customised, reducing ambiguity and miscommunication.
Improve Efficiency in Development
Streamline microsite creation to reduce engineering workload and accelerate delivery timelines.
Enhance Cross-Team Collaboration
Align the Professional Services, Engineering, and Product teams to establish a more structured and scalable workflow.
Set Clear Client Expectations
Provide a structured framework to help the Professional Services Team communicate feasible customisation options to clients, preventing overpromising.
Ensure Scalability
Develop a sustainable solution that allows Perx to efficiently support multiple clients without overburdening engineering resources.
With these objectives in mind, I researched and defined a solution that would address these pain points while ensuring a seamless user experience for both internal teams and clients.
Mapping out the user engagement flows
I conducted secondary research on market competitors and analysed the microsite campaign flows previously created for our clients. By examining competitor strategies and leveraging existing engagement techniques, I mapped out two effective user flows.
Instant Rewards Flow
Users earn rewards immediately after actions like making a purchase or referring a friend. They get notified, then interact with the microsite through activities like surveys, games, or instant reward tasks. Users can directly redeem their rewards.
Progressive Rewards Flow
Users collect points, puzzle pieces, or stamps over time by doing activities like making purchases or engaging with content. These points or items help them reach milestones and unlock higher tiers. Users can redeem their collected points or completed collections for rewards from a catalog.
Building and testing the engagement experience
After defining the two engagement flows and validating them with the team, I created wireframes and interactive prototypes to simulate user interactions and test designs. Due to budget limitations in recruiting external users, I conducted usability testing with internal stakeholders to gather feedback and validate the prototype. Their insights helped refine the experience before final implementation.
Low-Fidelity Wireframe Exploration
I created multiple wireframe iterations to explore potential screen designs. These wireframes were informed by direct feedback from the Professional Services team regarding client customisation preferences. Throughout this process, I collaborated closely with the development team to ensure that all proposed customizable elements were technically feasible within our system architecture.
Lo-fi wireframe exploration for customisable content
Building the prototypes to test the user flow
Following stakeholder alignment, I created interactive prototypes for each engagement type (Games, Surveys, etc..). The subsequent usability testing yielded positive results, with minimal flow adjustments required. This internal validation confirmed that the proposed user experience met both organisational requirements and technical feasibility before proceeding to the next phase.
Interactive prototypes used for testing
Defining the guideline specifications
Upon receiving validation for the prototypes, I established a centralised Figma document to serve as the single source of truth for all stakeholders. This documentation clearly defined customisation parameters, technical specifications, and implementation guidelines, ensuring consistent understanding across teams and providing a reliable reference for future development work.
Draft guideline specifications for the different screens
Delivering the solution framework
The standardised microsite template featured clear customisation options, allowing clients to personalise specific elements while maintaining a consistent structure. Visuals of wireframes and prototypes were included to demonstrate the customisable sections. This solution streamlined the microsite production process and addressed the initial problem effectively.
Key Outcomes
Predefined Customisation Options
Defined which elements (e.g., colours, text, images) could be customised, ensuring consistency across microsites.
Standardised Game Mechanics
Established a fixed set of interactions and mechanics that clients could choose from, reducing one-off custom builds.
Guidelines for the Professional Services Team
Created a clear framework for client discussions, helping them set accurate expectations upfront.
Alignment with Engineering Constraints
Ensured all customisations were feasible within Perx’s platform capabilities.
Business Impact and Outcomes
The implementation of the standardised microsite template resulted in significant improvements:
Better Cross-Team Collaboration
Aligning Product, Engineering, and Professional Services teams led to a more structured and efficient workflow.
Enhanced Scalability
The new framework enabled Perx to handle multiple client requests more efficiently without overburdening engineering resources.
Reduced Development Time
The Engineering Team was able to deliver microsites faster, cutting down custom development effort and allowing them to focus on higher-priority tasks.
Improved Client Communication
The Professional Services Team could now set clear expectations with clients, preventing overpromising and reducing back-and-forth discussions
The standardised microsite template, with its clear customisation options and included visuals of wireframes and prototypes, has significantly enhanced development speed, client communication, and cross-team collaboration, while also increasing scalability. Businesses are now leveraging this engagement experience to power their campaigns, achieving millions of brand customer interactions.
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