mobility · 2019

Designing GAME: one tool to replace the entire FreeNow campaign workflow

Turning a 10-hour, multi-tool campaign process into a single guided flow — from user shadowing to a product adopted across every FreeNow market

Rafael Sepeda

Role: Senior Product Designer
Company: FreeNow
Faster campaigns: 20x

Company and product

FreeNow (formerly mytaxi) is one of Europe's leading multi-mobility platforms. After a series of acquisitions, the company operated across multiple markets, each with its own tooling, workflows, and marketing teams running localised campaigns.

Challenge

Creating a single marketing campaign required jumping between Jira, Braze, spreadsheets, and several internal tools, with meetings at every handoff. The process was fragmented, manual, and slow. A single campaign could take a marketing manager up to 10 hours to set up and launch.

Campaign creation process before GAME — up to 10 hours across multiple tools — Before GAME: a single campaign required up to 10 hours across Jira, Braze, and several other tools.

Discovery

Togather with a UX researcher I interviewed and shadowed marketing managers across markets to understand how they actually worked. The research mapped what was unique per market and what could be unified — forming the foundation for a product that served everyone without forcing a single rigid process.

Service blueprint mapping marketing workflows across FreeNow markets — Service blueprint created during discovery — mapping processes, tools, and handoffs across markets.

The research surfaced three key questions that shaped the product direction: how different teams work and what tools they use; what they have in common and what is unique; what can be unified and what can be automated.

Process

The product evolved in three stages: a proof of concept to validate the core flow, an MVP tested with real users, and a final product shaped step by step based on feedback.

Evolution from proof of concept to final product — From a simple PoC prototype to a full product — each stage tested on real users.

GAME (Growth Automation Marketing Engine) replaced the scattered workflow with a single guided flow: request, audience setup, scheduling, voucher configuration, and launch. Smart features like data-based audience estimation, overlap checking, and group split removed the manual steps that had made the process so slow.

Outcomes

Before and after: campaign creation time reduced from 10 hours to 30 minutes — Before and after: the same campaign that took 10 hours now takes around 30 minutes.

20xFasterCampaign creation time dropped from 10 hours to 30 minutes.

30 minPer campaignDown from up to 10 hours across multiple tools.

100%AdoptionGAME became the primary campaign tool across every FreeNow market.

GAME replaced a fragmented, multi-tool process with a single product that marketing managers across all markets adopted as their primary tool. The time saved freed teams to run more campaigns, make faster decisions, and focus on results rather than process.

What people say

Working with Rafael has always been a delight. He's thorough, thoughtful and very diligent in designing the best possible solution with all the factors in mind.