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Context

Both tools solved campaign management, but they grew up in different contexts.

We mapped how each one worked and where it shined, then wrote down the trade-offs. This gave us a shared view before we changed anything.

Logos of Offerista, with the text "Transforming Retail," and ShopFully are connected by arrows over a map outline, with a green rectangle labeled "merge is the goal" in the center.

Context

Both tools solved campaign management, but they grew up in different contexts.

We mapped how each one worked and where it shined, then wrote down the trade-offs. This gave us a shared view before we changed anything.

Context

Both tools solved campaign management, but they grew up in different contexts.

We mapped how each one worked and where it shined, then wrote down the trade-offs. This gave us a shared view before we changed anything.

KPIs for the merge

If we didn’t merge the platforms, managers would juggle some clients in Shopfully and others in Offerista. With two tools that feel similar but aren’t the same, error rates would climb fast.

Our KPI goal was to prevent that: keep today’s baseline performance after the merge, and—where possible—bring the error rate down by up to 30%.

Flowchart depicting the process between Offerista and ShopFully, connected through a client's manager, illustrated with arrows and smiling emojis.

KPIs for the merge

If we didn’t merge the platforms, managers would juggle some clients in Shopfully and others in Offerista. With two tools that feel similar but aren’t the same, error rates would climb fast.

Our KPI goal was to prevent that: keep today’s baseline performance after the merge, and—where possible—bring the error rate down by up to 30%.

KPIs for the merge

If we didn’t merge the platforms, managers would juggle some clients in Shopfully and others in Offerista. With two tools that feel similar but aren’t the same, error rates would climb fast.

Our KPI goal was to prevent that: keep today’s baseline performance after the merge, and—where possible—bring the error rate down by up to 30%.

Guidelines

We prioritized CPC because it delivers the most value to clients and is used the most.

If a brochure drew fewer than 1,000 clicks (with our network), we launch an extended reach through partners.

And we asked ourself whether we'll be using the Shopfully UI to speed up delivery.

Guidelines

We prioritized CPC because it delivers the most value to clients and is used the most.

If a brochure drew fewer than 1,000 clicks (with our network), we launch an extended reach through partners.

And we asked ourself whether we'll be using the Shopfully UI to speed up delivery.

Guidelines

We prioritized CPC because it delivers the most value to clients and is used the most.

If a brochure drew fewer than 1,000 clicks (with our network), we launch an extended reach through partners.

And we asked ourself whether we'll be using the Shopfully UI to speed up delivery.

Strong case for Shopfully

Product talks showed that Shopfully already had a tool, called Balancer, for navigating an extended reach.

That gave us working proof and a strong base to choose Shopfully as a base to build on. It also reduced risk, since teams already trusted that part of the stack.

Diagram illustrating a flowchart with a red rectangle labeled "Balancer" at the top, connected by arrows to two side-by-side rectangles; the left one is blue and labeled "Marketplaces (SF + OG)", while the right one is red labeled "Google & Meta", all enclosed with a dashed red line indicated as "extended reach".

Strong case for Shopfully

Product talks showed that Shopfully already had a tool, called Balancer, for navigating an extended reach.

That gave us working proof and a strong base to choose Shopfully as a base to build on. It also reduced risk, since teams already trusted that part of the stack.

Strong case for Shopfully

Product talks showed that Shopfully already had a tool, called Balancer, for navigating an extended reach.

That gave us working proof and a strong base to choose Shopfully as a base to build on. It also reduced risk, since teams already trusted that part of the stack.

Information architecture

I compared both systems at the IA level and mapped the key flows end-to-end. Shopfully looked stronger for click-based campaigns, but a direct one-to-one merge wasn’t practical.

This image features two complex flowcharts titled "Offerista" and "Shopfully," each with multiple levels of color-coded nodes connected by lines, highlighting organizational structures and processes.

Information architecture

I compared both systems at the IA level and mapped the key flows end-to-end. Shopfully looked stronger for click-based campaigns, but a direct one-to-one merge wasn’t practical.

Information architecture

I compared both systems at the IA level and mapped the key flows end-to-end. Shopfully looked stronger for click-based campaigns, but a direct one-to-one merge wasn’t practical.

Task allocation mapping

I broke user needs into small, clear tasks and validated them with real users.

In sessions, we walked the flows on screen and asked people to narrate their steps. We trimmed anything that caused pauses, rework, or extra clicks.

This flowchart image details various processes involving System 1 and System 2, highlighting their interactions and marketing strategies, marked with colorful nodes and connectors.

Task allocation mapping

I broke user needs into small, clear tasks and validated them with real users.

In sessions, we walked the flows on screen and asked people to narrate their steps. We trimmed anything that caused pauses, rework, or extra clicks.

Task allocation mapping

I broke user needs into small, clear tasks and validated them with real users.

In sessions, we walked the flows on screen and asked people to narrate their steps. We trimmed anything that caused pauses, rework, or extra clicks.

Jobs-to-be-done

I took Offeristas software and analysed it via Jobs-to-be-done. With users we wrote statements like, “As a campaign manager, I want to edit a CPC headline.” JTBD allowed us to concentrate on real users tasks.

They also made it easier for PMs, engineers, and designers to talk about the same outcome.

Jobs-to-be-done

I took Offeristas software and analysed it via Jobs-to-be-done. With users we wrote statements like, “As a campaign manager, I want to edit a CPC headline.” JTBD allowed us to concentrate on real users tasks.

They also made it easier for PMs, engineers, and designers to talk about the same outcome.

Jobs-to-be-done

I took Offeristas software and analysed it via Jobs-to-be-done. With users we wrote statements like, “As a campaign manager, I want to edit a CPC headline.” JTBD allowed us to concentrate on real users tasks.

They also made it easier for PMs, engineers, and designers to talk about the same outcome.

Double-check

I double-checked with QA on users jobs within Offerista. We also reviewed backend action so priorities matched real usage, not guesses.

A person with a pumpkin head sits in a modern office with a decorated Christmas tree and fireplace, overlaid on a spreadsheet showing management booking and field details in a Google Sheets template.

Double-check

I double-checked with QA on users jobs within Offerista. We also reviewed backend action so priorities matched real usage, not guesses.

Double-check

I double-checked with QA on users jobs within Offerista. We also reviewed backend action so priorities matched real usage, not guesses.

Missing JTBD in Shopfully

We found jobs not yet supported in Shopfully and called them out early. Each gap became a clear requirement with a small, testable slice.

That turned potential blockers into a plan the team could deliver.

A group of people engaged in a virtual video conference call, featuring a split-screen view with two participants partially obscured by emoji faces, alongside a spreadsheet document displayed on the left side of the screen, conveying an online collaborative work environment.

Missing JTBD in Shopfully

We found jobs not yet supported in Shopfully and called them out early. Each gap became a clear requirement with a small, testable slice.

That turned potential blockers into a plan the team could deliver.

Missing JTBD in Shopfully

We found jobs not yet supported in Shopfully and called them out early. Each gap became a clear requirement with a small, testable slice.

That turned potential blockers into a plan the team could deliver.

Iterations & Proposal

I drafted a phased integration plan built around user jobs. We shared it for review, adjusted a few steps based on risk and effort, and locked the milestones.

The lead architect endorsed it, and stakeholders approved the roadmap.

A detailed flowchart illustrating a complex process workflow in pale colors, featuring various interconnected shapes like diamonds and rectangles, with a small inset image showing two people seated in a room decorated with plants.

Iterations & Proposal

I drafted a phased integration plan built around user jobs. We shared it for review, adjusted a few steps based on risk and effort, and locked the milestones.

The lead architect endorsed it, and stakeholders approved the roadmap.

Iterations & Proposal

I drafted a phased integration plan built around user jobs. We shared it for review, adjusted a few steps based on risk and effort, and locked the milestones.

The lead architect endorsed it, and stakeholders approved the roadmap.

Technical roadmap & handoff

We folded the “unique fields” work into one unified technical roadmap. It gathered every planned feature and improvement into a single, coherent plan, then flowed into tickets with clear owners and dependencies.

The image displays a flowchart illustrating unique fields in a campaign manager dashboard, with labeled elements like "Normal Booking" and "Daily Budget Cap," alongside a dark-themed digital interface with various data fields.

Technical roadmap & handoff

We folded the “unique fields” work into one unified technical roadmap. It gathered every planned feature and improvement into a single, coherent plan, then flowed into tickets with clear owners and dependencies.

Technical roadmap & handoff

We folded the “unique fields” work into one unified technical roadmap. It gathered every planned feature and improvement into a single, coherent plan, then flowed into tickets with clear owners and dependencies.

Outcome

JTBD gave us the map, showing where functions overlapped and how to set direction across both systems.
Smart scoping let us deliver in focused phases without cutting what users needed.

Screenshots of different stages in the design process of a user interface, including wireframes, mockups and code snippets.

Outcome

JTBD gave us the map, showing where functions overlapped and how to set direction across both systems.
Smart scoping let us deliver in focused phases without cutting what users needed.

Outcome

JTBD gave us the map, showing where functions overlapped and how to set direction across both systems.
Smart scoping let us deliver in focused phases without cutting what users needed.