UX/UI, PRODUCT DESIGN, BRANDING

CLARAVINE

The Challenge

The increasing dispersion of marketing tools and teams generating tracking often leads to digital experience data that is inconsistent and highly inaccurate. This lack of effective tracking can lead to misspent advertising and limited visibility into the actual drivers of campaign performance.

The need was for a tool that standardized the taxonomy, creation of a governed process, and be able to validate campaign readiness.

CLIENT

ROLE

TECHNOLOGY

Claravine

Lead Product Designer

Sketch, Invision, Lucid Charts

Discovery

Discover and research to define user scenarios and workflows

Wireframe

Use Cases, Work flow(s), Site Map, Wireframing, Major Interactions

Prototype

Visual design, Style Guide, Screen Mockup’s, Interaction

Validate

Get quick and often feedback from stakeholders and team members

Test

Meet and test actual users and observe user interactions and record results

SUMMARIZE

Validate and learn from users’ behaviors. Analyze user feedback and results from testing. Iterate as needed

PROCESS AT A GLANCE

The Solution.

The software that Claravine had built (Tracking First) was functional, but as the customer base grew, certain issues began to surface. This led to discussions around the need for a more robust UX approach.

Opux was brought onboard to establish a dedicated UX process, since Claravine had not previously implemented one in-house. Our approach included introducing design thinking principles, developing a design system, selecting the right tools for design and testing, and making sure UX had a meaningful presence in decision-making discussions.

Once we defined this UX process, we focused on resolving the identified challenges. We began by reaching out to key customers and gathering in-depth feedback about how they used the tool. We wanted to understand their daily workflows, their pain points, and how the tool fit into their broader responsibilities. From there, we created user flows and journey maps to visualize the data we collected.

During our engagement, we met daily with business analysts, product owners, developers, and other stakeholders. These meetings allowed us to clarify requirements, navigate technical constraints, and stay aligned on progress. Based on these insights, we created wireframes and refined them in a continuous, iterative cycle, incorporating feedback from both testing and stakeholder input.

By combining user-centered research, close collaboration, and continuous iteration, Opux helped Claravine establish a solid UX foundation that effectively supports its growing customer base.

A collage of three whiteboards filled with handwritten notes, diagrams, and flowcharts in various colors including black, red, and green markers, depicting brainstorming or planning sessions with words, arrows, and sketches.

Group of people in a meeting room discussing ideas, with a whiteboard covered in colorful sticky notes and diagrams.

Core Issue: Human Error

After reviewing several core challenges, we discovered that the most significant concern was a lack of consistency in how campaigns and tracking were created. We determined that a large portion of digital media spend, about 40 to 60 percent, was tracked ineffectively because of simple human error. Our team recognized the need to reduce that risk, so we focused on automating major parts of the process to minimize manual mistakes.

Flowchart illustrating the process of launching a campaign: 1. Budget approved. 2. Campaign created in buying platform. 3. Ad tags generated with details. 4. Manual entry of metadata. 5. Manual checking of readiness. 6. Campaign goes live. 7. Results and data flow inconsistently based on manual efforts.

Manual Process

We identified several common roadblocks to effective media analytics. We also outlined which parts of the campaign process most often lead to tracking errors and recommended key steps to help avoid these mistakes through automation.

Those details are then exported into a trafficking sheet in Excel, where teams or agencies fill in the data fields for each ad variation. Populating these sheets is time-consuming, and human error at critical stages can compromise data quality by the end of the campaign.

Some issues we noted include:

Mistakes during data entry that create inconsistent tracking codes and landing page URLs
Inconsistent codes and URLs that fail to capture necessary metadata
A high volume of lines for each ad iteration, making data quality checks more complex
Loss of valuable metadata that disrupts downstream campaign views

Depending on the scale of a campaign, a trafficking sheet may contain hundreds or even thousands of lines for each ad iteration, adding to the challenge of manual checks and validation.

Flowchart outlining a campaign process including budget approval, campaign creation, ad tag generation, data entry, manual checks, campaign launch, and data flow results.

Automated Process

The primary challenge in a standard media campaign process is the margin for error caused by extensive manual data entry across multiple teams and platforms. To eliminate these errors and ensure accurate media data, the source of the data must be governed.

Once a trafficking sheet is populated, a governance platform can:

Ingest, validate, and standardize metadata
Confirm that tags, codes, and pages are ready
Append missing data
Bulk export metadata to demand-side platforms (DSPs) with the required structure
Centrally manage changes to and consistency of taxonomies

By automating these critical steps, the launch of digital experiences becomes faster and provides precise, granular data for analysis.

“Claravine is a fantastic solution that accelerates the process of getting sound campaign tracking reports up and running. The intuitive and user-friendly interface quickly reduces errors and enhances the workflow around multi-campaign tracking. We recommend it to all our clients!”

— Brad Millett | Blast Analytics and Marketing