ROLE

Product Designer

TIMELINE

Aug 2023 - Dec 2023

TEAM

Jenice Hartono

Jay Park

Can Karakoc

Joshua Chou

Building a Client Command Center to streamline and manage the feedback process for a marketing agency

SKILLS

0—>1 Prototype

Web Design

B2B Platform

User Research

Caleb Shih

UI/UX Design

TOOLS

Figma

Framer

PROJECT OVERVIEW

Marketwake is a performance marketing agency that drives growth and impact for clients. Maximizing ROI for brands, they harness data-driven creativity and comprehensive marketing strategies to help make powerful, lasting customer impressions. As a B2B company serving a wide variety of customers, Marketwake strives to make an impact across the board in brand strategy, CRM, and sales.

THE PROBLEM

In the world of creative collaboration, a common barrier exists: the nightmare of gathering and managing client feedback during the design, build, and QA stages of campaigns.

Thus, the CEO of Marketwake challenged our team to create MyWake, a new tool aimed at streamlining and managing feedback processes.

Throughout this project, we focused on solving the following problem statement:

How might we create a centralized client management platform to efficiently collect, share, and organize feedback processes?

Skip to designs

RESEARCH

✦

As we are designing a completely new platform, we first made sure to gain a solid foundation of how marketing agencies work and what their biggest pain points in the client feedback process are through conducting user and market research.

How do marketing agencies typically gather feedback?

Almost every company uses Slack as their main messenger app, but it provides no functionality beyond communication

Majority of agencies utilize a third-party project management tool in their client feedback processes

Smaller agencies often don't have a set of feedback processes, making it difficult to keep track of client wants and needs

✦

What are your biggest pain points when using these tools?

✦

Since feedback processes involve multiple tools, the biggest pain point faced is the amount of time spent organizing feedback from them

With non-standardized processes, agencies often face the issue of a messy workflow and get lost in the many platforms of feedback

While agencies can still access and view feedback, they often don’t understand what it means due to the lack of specificity

User Interviews

To get a more nuanced and detailed understanding of both internal and external stakeholders in the client feedback process, we conducted one-on-one interviews with representatives from companies similar to Marketwake. With qualitative data to support the quantitative data above, we uncovered the following:

Excessive Time Spent on Card Creation Causes Redundancy

Teams are losing valuable time by manually creating project cards in tools like Jira and Asana, which not only slows down progress but also leads to redundant or duplicate tickets due to a lack of central coordination.

Feedback is Scattered and Easy to Lose

Collecting and consolidating feedback across multiple channels like Slack and email is overwhelming. Critical details often slip through the cracks, highlighting the need for a centralized and structured feedback system.

Lack of Standardized Communication Leads to Confusion

Without a consistent process for client communication, agencies default to ad-hoc methods. This inconsistency results in fragmented information, making collaboration chaotic and hard to track.

SYNTHESIS

With all the information collected, I consolidated the key points into user journey maps of Mywake to visualize the platform’s experience for internal (left) and external stakeholders (right), and how it can benefit them in their workflow.

THE SOLUTION

COLLECT

Collect key insights with a collaborative feedback layer over your creative projects.

MyWake bridges the communication gap through the power of visualization, reducing reliance on ambiguous language and time-consuming tickets, allowing users to pinpoint exactly what the client is referring to. This creates a platform of clear, shared understanding that makes giving and receiving feedback more efficient.

SHARE

Get feedback out of your inbox. Invite team members to collaborate with you in Mywake.

ORGANIZE

Keep track of what's left to be done with statuses, filters, and folders that allow you to work efficiently.

Final Designs

✦ DASHBOARD

✦ COLLECTING FEEDBACK

This feedback screen solves a major user frustration around gathering feedback across scattered emails, Slack threads, and documents. By embedding conversations directly alongside the visual context and organizing feedback into clearly labeled, time-stamped threads, it ensures no comments are missed.

Real-time commenting and visual referencing make it easy for teams to collaborate instantly and minimize delays. The structured sidebar allows users to track individual feedback items by section or task, dramatically reducing the chances of losing important details.

✦ TRACKING & ORGANIZING

✦ CHAT FEATURE

This built-in chat feature solves the gap where conversations often happen outside of formal feedback channels, leading to lost context and fragmented communication. By integrating real-time messaging directly into the platform, teams and clients can quickly share ideas, clarify questions, and align on project details without needing to switch between tools.

The ability to access both conversations and feedback history in one place creates a fully centralized workspace, strengthening collaboration and reducing miscommunication.

Serving as the home page of MyWake, this dashboard consolidates campaign performance, engagement metrics, and traffic data into an organized view, eliminating the need for users to switch between multiple tools.

The clean visual hierarchy and use of intuitive tabs streamline navigation, preventing confusion caused by inconsistent processes.

Additionally, clear indicators for changes in performance reduce the risk of missing important insights, ensuring that key details are surfaced quickly and reliably — all within one centralized client command center.

This tracking feature solves the challenge of disorganized project management and missed updates by consolidating all feedback, task statuses, and project timelines into a single, easy-to-scan list.

Users can instantly see which projects are on track, delayed, or completed. Built-in email notifications and daily digests further ensure teams stay aligned with client activity and recent progress, helping stakeholders prioritize actions and prevent important tasks from slipping through the cracks.

REFLECTIONS

Building the Client Command Center was a pivotal experience in designing a B2B platform that balanced both user needs and business objectives. Working closely with Marketwake stakeholders, I focused on solving critical user pain points, like scattered feedback and inefficient project tracking, while directly supporting business goals such as improving client satisfaction and operational efficiency.

By streamlining feedback collection, enabling real-time communication, and centralizing project management, the platform delivered measurable impact:

25% faster feedback turnaround time
Significant reduction in missed feedback and redundant tickets
90%+ client satisfaction with users highlighting improved collaboration and clarity

This project reinforced the importance of aligning UX decisions with business KPIs, integrating accessibility and cross-platform performance, and delivering solutions that drive tangible results. Overall, it deepened my passion for designing tools that create real value for both users and businesses!