Xtelify

Engage X

A Unified Campaign Lifecycle Manager

Role
Lead Experience Designer
Team
2 PM, 6 Engineers & Me
Platform
Web
Engage X — Create new campaign screen
Please refer PRD
Detach Instance
Confidentiality Notice

My work at Airtel is focused on highly sensitive cybersecurity and privacy initiatives. To comply with strict non-disclosure agreements, all proprietary data, live interfaces, and specific workflows have been omitted. This case study focuses exclusively on high-level strategy, organizational architecture, and publicly communicable outcomes.

Problem
Statement

Airtel’s customer communication ecosystem suffers from a fragmented campaign lifecycle across channels, tools, and teams. This creates operational inefficiencies across planning, audience selection, content creation, scheduling, and execution resulting in high manual effort, delayed rollouts, and inconsistent messaging.

Goal

Build a single, scalable campaign management platform to streamline workflows, accelerate execution, ensure brand consistency, and drive better customer engagement.

Impact

Business
+10%
Increase customer retention rate
-20%
Reduce customer acquisition cost
+20%
Increase customer lifecycle value
-30%
Reduce operational dependancy
UX
+30%
Task completion rate
-20%
Lower user churn
+15%
Improved CSAT/NPS
+15%
Feature adoption

Design
Approach

1
RESEARCH
Personas
Benchmarking
Affinity Mapping
User Interviews
2
Design
Group Brainstorming
AI Prototypes
AI Illustrations
DS Powered UI
AI Interactions
3
Evaluate
Usability Testing
Refinements

Proto
Personas

Kamakshi Yadav
Kamakshi Yadav
Customer success lead

Manages high-touch enterprise accounts and tracks post-onboarding client health across multiple dashboards.

Goals

Identify churn risks early, accelerate Time-to-Value (TTV), and conduct timely outreach without manually assembling data from disparate tools.

Pain Points

Disjointed tools require switching between CRM, support tickets, and product analytics; lack of context causes awkward customer check-ins.

Key Platform Need

A unified customer health dashboard with automated risk alerts and single-pane-of-glass timeline views.

Gaurav Sharma
Gaurav Sharma
Business Head

Oversees cross-departmental revenue goals, focusing on Net Revenue Retention (NRR) and Customer Lifetime Value (LTV).

Goals

Track overall lifecycle conversions, lower Customer Acquisition Cost (CAC), and forecast quarterly revenue based on real customer data.

Pain Points

Inconsistent cross-departmental reports, delayed metrics on expansion opportunities, and lack of visibility into post-sale customer drops.

Key Platform Need

High-level executive reporting suite featuring NRR trends, cohort analysis, and lifecycle health overviews.

Priya Kharbanda
Priya Kharbanda
Marketing Lead

Manage campaigns across multiple channels to increase revenue of core lob business

Goals

Drive full-funnel growth and Net Revenue Retention (NRR) by delivering dynamic, personalized cross-channel campaigns

Pain Points

Frequently face fragmented data where critical product usage signals are locked inside analytics tools, forcing them to rely heavily on engineering teams for manual list exports that delay campaign execution and miss key onboarding windows.

Key Platform Need

A 360-degree customer profile dashboard that aggregates behavioral, transactional, and support data in real time, paired with a visual, no-code audience segmenter.

Information
Architecture

Engage X
Login
Enter user name
Enter password
Campaign Listing
Campaign Listing Table
Campaigns
SMS Campaign
Campaign Type
Basic Configuration
Add Sender
Add Recipient
Add Template
Test Campaign
Schedule Campaign
Launch
WhatsApp
Campaign Type
Basic Configuration
Add Sender
Add Recipient
Add Template
Test Campaign
Schedule Campaign
Launch
Schedule Campaign
One-time Schedule
Recurring Schedule
Event Trigger Hook
Audiences
Users & Segments
Audience Selection
User Attributes Mapping
Uploaded Lists
Channel Reachability
Content
Media Library
Templates Portal
Reporting
Campaign Performance
Flexible Metric Filters
Channel Error Logging
Events & Goals
Custom Conversion Metrics

UI
Design

Dashboard
EngageX Dashboard screen
Channel Selection
EngageX Channel Selection screen
Campaign Creation
EngageX Campaign Creation screen
Channel Onboarding
EngageX Channel Onboarding screen
Media Library
EngageX Media Library screen
Scheduler
EngageX Scheduler screen

Illustrations

A set of 12 illustrations drawn for empty states, alerts and onboarding across the platform. Click any one to view it larger.

Omnichannel Campaigns
Omnichannel Campaigns 01
Analytics Deep-dive
Analytics Deep-dive 02
Secure Access
Secure Access 03
Performance Review
Performance Review 04
Media Upload
Media Upload 05
API Failure
API Failure 06
Billing Servers
Billing Servers 07
In-app Chat
In-app Chat 08
Notifications
Notifications 09
Insights
Insights 10
Segment Approved
Segment Approved 11
User Lists
User Lists 12

Early Wins

66%
Reduction in campaign setup time
2X
Better CTR with new channels
20%
Reduction in marketing spends
30 Cr
Revenue generated
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