Lily Mukhutdinova

Campaign Hub — Empowering Marketing Teams to Share Content with Partners

Client: SaaS for wealth management professionals

Industry:
Fintech
Duration:
Jun 2024 - Aug 2024
Role:
Lead Product Designer (UX/UI, research, prototyping, design system alignment)
Team:
Design Manager, Product Owner, Engineers, Stakeholders
Overview

As SaaS Platform grew, Investment Companies (ICs) and their marketing teams needed a way to create tailored landing pages that grouped content for specific partners. The challenge wasn’t just about building pages — it was about enabling precise targeting, brand alignment, and ease of use in a B2B context.

Over the course of three months (Jun–Aug 2024), I led the UX design for Campaign Hub: a feature that gave IC submitters and marketing teams the tools to build, customize, and share partner-specific campaigns within the SaaS Platform. Through research, iterative design, and close collaboration with stakeholders, I delivered a solution that combined flexibility with simplicity, while driving measurable growth in content engagement.

Context & Challenge
The business challenge:

SaaS Platforms partners — wealth managers, advisors, and sales teams — relied on curated content from ICs to stay informed and engaged. But the process of distributing content was fragmented and inconsistent. IC submitters often emailed links or relied on external tools like WordPress or Wix to create makeshift landing pages. This caused friction, lack of control, and risks in partner visibility.

The user problem:

Submitters needed a simple way to create and manage campaign-specific content hubs without duplicating effort or depending on developers. Marketing managers needed to be ensure campaigns aligned with brand identity and strategic goals.

Without a streamlined solution inside SaaS Platform, both groups wasted time and missed opportunities to engage partners effectively.

Understanding the Users
Through discovery sessions and stakeholder interviews, I identified two key personas who shaped the design:
  • IC Content Submitter:
    Responsible for creating and maintaining content groupings for partners. Their success is measured by efficiency — quickly building campaign pages with minimal duplication. They need intuitive tools and flexible customization to manage campaigns without frustration.
  • Content Marketing Manager:
    Focused on promotion and engagement. They need campaign hubs that are on-brand, easy to promote, and measurable. Success for them is not just about setup — it’s about seeing advisors engage with the right content, at the right time.
By mapping their user journeys, I uncovered critical pain points: repetitive steps, limited customization, no preview function, and a lack of automated notifications. These insights became the foundation for design opportunities.
Process
I started by running stakeholder interviews and requirements workshops with IC submitters and marketing managers to uncover real-world needs. This clarified the tension between simplicity and control.
To explore the problem space, I:
  • Mapped user journeys from campaign creation to partner engagement, highlighting pain points like repetitive actions, lack of previews, and no way to automate notifications.
  • Benchmarked competitors such as WordPress, Wix, and Squarespace to understand customization patterns for B2B campaign pages.
  • Translated findings into experience principles:
    • Prioritize simplicity over customization to reduce complexity.
    • Provide clear previews and automated notifications to enhance user experience.
    • Offer flexible customization options without overwhelming users.
“We ran through 5+ iterations to find the right balance between partner-level customization and ease of use.”
Design Solutions
The final Campaign Hub introduced a structured yet flexible way for submitters and marketers to collaborate:
  1. Campaigns List
    • An at-a-glance dashboard of all campaigns, with clear states for empty vs. populated lists, so users could quickly get started or manage existing work.
  2. Create a Campaign Flow
    • Step-by-step setup with the ability to add titles, pieces of content, sections, and etc.
  3. Campaign Page Builder
    • Modular layout: users could group content into sections (folders or thematic groupings).
    • Support for adding marketing assets like header text, images to align with branding.
  4. Add to Campaign
    • Flexible “Add” function allowing users to include both content items and full sections, minimizing duplicate work.
Together, these solutions created a flow where the content submitter could quickly build campaigns with minimal duplication, while the marketing manager could ensure the result looked professional and drove engagement.
Create Campaign flow
Add to Campaign
Campaign Page Builder
Outcome & Impact
The Campaign Hub feature launched as part of SaaS Platform’s Summer 2024 release and contributed to measurable growth across the platform:
  • +59% total user growth (Aug 2023–Aug 2024)
  • +163% increase in IC Sales users actively sharing content through Campaign Hub
  • +134% increase in content views as campaigns drove traffic to curated landing pages
  • +124% downloads, +110% bookmarks, and +68% shares — evidence that partners not only accessed campaigns but found content worth reusing
Beyond the numbers, stakeholders highlighted how Campaign Hub reduced manual effort, strengthened brand consistency, and gave IC marketing teams a scalable way to run partner-specific initiatives inside SaaS Platform.

“Campaign Hub became the backbone of SaaS Platform’s partner marketing efforts, driving measurable growth in both adoption and engagement.”