I redesigned a legacy MDF approval system into a user-friendly, digital-first experience, simplifying submissions, reviews, approvals and increasing customer satisfaction.

Problem and Opportunity

The legacy system relied on email, scattered files, and unclear processes.

There were reports of missed approvals and frustration across the marketing team and suppliers.

Our Marketing team needed a centralized platform to manage programs, track requests, and provide clear guidance to our customers.

Role

I was the sole product designer partnering with two engineers and a content strategist. I owned end-to-end design from discovery through developer handoff and QA support.

Research and Insights

I interviewed stakeholders to understand the current process, their tasks, what worked, and what didn’t. I partnered with the engineers to understand their legacy systems and the impact of updating them.

The legacy MDF system encountered challenges in the following areas:

Critical Information Management
Submissions and communication were restricted to email, resulting in inadequate management of critical information.

Document and File Sharing
The system had significant challenges in efficiently sharing, tracking, and managing documents and files.

Multiple Approval Levels
Obtaining multiple levels of approval for requests was a difficult and time-consuming process.

Managing Unique Programs, Offers, and Requirements
The system demonstrated a lack of effectiveness in managing the unique programs, offers, and requirements of each supplier.

We discovered that customers frequently submitted requests after activities had been completed, leading to denied requests and frustration due to a lack of clear guidance and information.

Defining the Solution

The project’s journey was divided into three distinct phases: Request for Funds, Proof of Performance, and Analysis/Portal Setup. Each phase included unique workflows that I documented in detail and shared with stakeholders for their input and approval.

Phase 1 - Request For Funds Journey

Customers have the option to select one of the MDF programs featured on the portal and initiate a new request for funds for a marketing activity. Our marketing team receives and processes these requests.

Once the request for funds is submitted, the customer and our marketing team associates have get a direct chat to clarify questions.

Additionally, the marketing team can forward certain types of requests to directors when their approval is necessary.

Phase 2 - Proof of Performance Journey

During this phase, customers are required to document their marketing activity and submit the documentation to receive the funds they requested.

Customers upload the proof of performance files to the portal. The marketing team then downloads and reviews the files before approving the proof of performance.

Phase 3 - AI, Analytics and Portal Setup Journey

The performance of each request for funds is captured and analyzed. Their ROI data and analysis results are then used to create and update the MDF programs offered through the portal.

Design Process & Iteration

I leveraged our enterprise design system’s styles and component library, which I co-created and maintained, to quickly develop wireframes and separate interactive prototypes for each of the different users.

Stakeholders and engineers engaged in discussions with the proposed prototypes and its features, providing valuable feedback before any code was written. The prototypes featured unique and detailed flows and interactions.

Solution & User Testing

Our final solution resolved almost all of the issues reported. We then tested the new design and features with long-time users of the legacy system we set out to redesign. The results were positive and reassuring.

Marketing Development Funds Dashboard

Customers expressed their satisfaction with the enhanced efficiency of the new dashboard, which significantly simplified their daily tasks.

MDF Request Queue

Our Marketing team was happy about the new way to share, review, and approve requests and proof of performance files from a single location, ensuring seamless approval processes for all levels.

Request Director Approval

Team members can forward requests with all the necessary details, which improves clarity and enables directors to review and approve requests more quickly. This ensures timely execution of campaigns and initiatives.

Start Activity

Customers can initiate requests by completing a straightforward form. The form populates automatically as the user selects the vendor information, activity type, and other predefined options.

Direct Chat
Upon the submission of a request, a comments section is made accessible to customers, enabling them to engage in discussions with their designated marketing manager.

File Upload and Proof of Performance Submission

The customer is provided with predefined and unique file upload slots for each type of request. Once the files are successfully uploaded and the proof of performance is submitted, it becomes accessible to the marketing team for review and approval.

Vendor Analytics, ROI and Administration

Our marketing team now can manage MDF Plans and Activities for each vendor. This feature empowers them to offer customers a comprehensive range of options based on historical customer preferences and requests.

Impact and Final Thoughts

The Marketing Development Funds Portal successfully replaced a fragmented, email-driven process with a centralized, intuitive platform. As a result, request accuracy increased by 80%, and approval turnaround times were reduced by 50%. Users reported greater clarity and confidence, with a 90% satisfaction rate in post-launch feedback surveys. By streamlining collaboration and making program requirements transparent, the portal not only eliminated operational bottlenecks — it also unlocked new marketing opportunities and scalable growth across supplier relationships.