Boosting Enrolment by 21% by Simplifying Marketing Campaign Management at HabitNu

About HabitNu:

HabitNu is a health-tech company that partners with insurers and healthcare providers to help individuals manage chronic diseases through lifestyle changes.

Introduction

HabitNu’s marketing team relied on scattered spreadsheets and manual tracking to manage campaigns across SMS, email, and IVR. This process was time-consuming, prone to errors, and lacked visibility into performance.

I designed a centralised, intuitive, and data-driven tool that helped the team:

• Reduce campaign setup time by 50%
• Improve conversions by 21%
• Optimize budget allocation with data-backed recommendations

Understanding the Problem

Through discussions with HabitNu’s marketing team, I identified key pain points:

• Inefficient Workflow – Setting up campaigns required multiple disconnected tools.
• No Performance Visibility – Marketers couldn’t track conversion rates or engagement trends.
• Budget Inefficiencies – Money was often spent on underperforming channels without clear insights.

The challenge was to create a structured system that streamlined campaign setup, provided real-time tracking, and enabled smarter decision-making.

The Solution

1. Streamlining Campaign Creation

I designed a structured step-by-step process that guided users through campaign setup without overwhelming them.

Key improvements:

• A guided, modular flow to ensure consistency.
• Auto-saving drafts, so users could exit and return anytime.
• Excel-based contact upload with automated field mapping.
• Flexible channel configuration for SMS, IVR, and Email, allowing users to set content, response actions, and scheduling.

2. Managing Active Campaigns

After a campaign is created, it appears in the campaign list screen, where marketers can track and manage active, paused, or completed campaigns.

Key Features:

• Campaign Status Filters – Active, paused, drafts, and completed campaigns for easy navigation.
• Performance at a Glance – Quick metrics such as conversion rate and enrolment numbers.
• Health Indicators – Status labels like "Good," "Needs Attention," or "At Risk" to highlight performance.
• Quick Actions – Edit, pause, or delete campaigns without navigating into each campaign.

This screen serves as a bridge between campaign creation and performance tracking, ensuring marketers can take immediate action.

3. Real-Time Performance Tracking

Once campaigns were live, marketers needed a single dashboard to track key metrics.

Key Features:

• Real-time insights on conversions, ROI, and engagement trends.
• Performance trends graph to visualize response rates over time.
• Channel comparison to measure the effectiveness of SMS, IVR, and Email.
• Budget allocation breakdown to see how funds were distributed and used.
• Highlighted underperforming campaigns to identify areas needing improvement.

4. Optimised Budget Allocation & Campaign Insights

To help HabitNu’s team make smarter spending decisions, I designed features that:

• Suggested budget distribution based on past performance.
• Provided conversion tracking per channel for better spending decisions.
• Gave automated recommendations on shifting budgets for higher ROI.

The Impact

✅ 50% faster campaign setup due to a structured workflow.

✅ +21% increase in conversions from better data-driven decisions.

✅ Optimised budget allocation reduced wasted spend.

✅ Easier performance tracking led to quicker decision-making.

Lessons & Next Steps

What I Learned:

• Automation reduces errors – Field mapping for contact uploads minimized manual mistakes.
• Data visualization is key – A well-designed dashboard enabled quicker decision-making.
• User-Centered Design Matters – Focusing on real marketing team pain points led to features that simplified their workflow.

Next Steps:

🔹 AI-powered recommendations for budget and engagement optimisation.

🔹 A/B testing for messaging to identify the most effective outreach.

🔹 Automated alerts for underperforming campaigns.

Conclusion

This project transformed HabitNu’s marketing workflow from a fragmented, manual process into a streamlined, data-driven system. By simplifying campaign creation and providing real-time insights, we enabled faster decision-making, better budget allocation, and a 21% boost in enrolments.

This case study reinforces the importance of user-centered design in solving real business challenges, and there’s still room for further optimisation with AI-powered insights and A/B testing in future iterations.