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What do Copilot campaigns, Xbox product launches, and Windows feature announcements have in common?

They all rely on Iris Studio. While the messages were global, the tool behind them was fragmented—campaign creation, governance, publishing, and insights all lived in disconnected workflows, making it hard for teams to move fast and stay aligned.

 

“ I led the design to unify this entire workflow into Iris Studio itself.”

My role

Lead Designer driving end-to-end UX — from research and workflow mapping to high-fidelity designs and prototyping. Partnered with PMs, devs, and admins to ensure feasibility and delivery.

Challenge

Campaign creation was fragmented across disconnected tools, with no central hub, limited visibility, and high inefficiency.

Impact

Redesigned Iris Studio into a one-stop platform. This

  • reduced manual overhead by 40%,
  • cut campaign setup time by ~2 days, and
  • decreased vendor reliance by 30%+,
  • enabling Growth PMs to self-serve campaigns end-to-end.

What is Iris studio ?

Iris Studio is Microsoft’s internal platform for managing in-product campaigns. It allows campaign owners to create, configure, and deliver targeted in-product experiences to millions of users across Microsoft products.

How did it all get started

Through stakeholder conversations and user feedback, we uncovered major gaps:

  • Campaign owners had to jump between multiple systems (Dynamics, SharePoint, Power BI) just to get approvals, publish campaigns, or track performance.
  • New users had no way to learn how Iris worked and most of Iris office hours were spent on explaining how to create campaigns.
  • Admins had no single source of truth for managing approvals and histories. This fragmentation led to inefficiency and duplication of work

Key findings

Admins had no single source of truth for managing approvals and histories. This fragmentation led to inefficiency and duplication of work

Current offerings

Create in-product campaign only

Unmet needs

Create hub for updates and learnings

Support for email and mobile push campaigns

View campaign performance

Onboard new surface

View campaign history

Request and manage approvals

Goal driving this project

Admins had no single source of truth for managing approvals and histories. This fragmentation led to inefficiency and duplication of work

Business goal

 

  • Reduce operational cost by retiring Iris Comms (which currently powers email + mobile push) and consolidating all campaign types into Iris Studio — making it the single destination for in-product, email, and push campaigns.
  • Reduce vendor dependency by making the UI self-sufficient so Growth PMs can independently create, approve, and publish campaigns without external support.

User goal

 

  • Enable campaign owners to seamlessly create, approve, publish, and track campaigns end-to-end in Iris Studio — without switching between tools or relying on vendors.

Unified solution

Iris Homepage

 

  • Designed Iris Homepage as the one-stop hub for campaign managers.
  • Features included:
    • Hero card with direct CTAs for campaign creation.
    • Performance snapshots (campaigns, impressions, clicks).
    • Products & Surfaces dashboard ranked by activity.
    • Success Stories showcasing top business outcomes driven by Iris.
    • Quick links for queries, issue reporting, and learning resources.
  • This reduced the learning curve and improved adoption by centralizing entry points.

 

Pre-Governance Workflow

 

  • Replaced SharePoint/Dynamics-based approvals with native Iris governance forms.
  • Automated Experience ID generation and status tracking.
  • Designed Admin Dashboard for triage, approvals, and SLA-based tracking.
  • Introduced comment threads, tagging, and notifications to streamline collaboration.

Capturing Insights

 

  • Designed Insights Summary Dashboard with campaign-level KPIs (impressions, clicks, CTR, experiments).
  • Built detailed Line Insights Panel covering engagement, audience, reach, and funnel health.
  • Added campaign health monitoring with anomaly detection (e.g., segment failure, low CTR, expiring campaigns).
  • Enabled experiment tracking with A/B results, impact assessment, and “next action” prompts.

Line reaction

 

  • Simplified campaign line creation with clear inputs (creative, audience, rollout type).
  • Integrated publishing requests directly in Iris.
  • Reduced approval bottlenecks by embedding governance checks within the flow.

Notification

 

  • Designed proactive alerts to replace manual monitoring.
  • Two types of notifications:
    • Campaign Health (Automated): Segment failure, drops in impressions, low CTR, expiring campaigns.
    • Iris-Related (Manual): Feature releases, maintenance updates, guidelines.
  • Notifications delivered through:
    • Bell icon with unread count.
    • Right-side panel with cards (heading, body, CTA).
    • Timeline-based grouping (This Week, Last Week, etc.).
  • Built an admin-facing management page for PMs to compose and send notifications, with full audit tracking.

Line history

 

  • Introduced Line History to log every change: who modified it, what fields changed, old vs new values, and comments.
  • Expanded scope to include Creative History (assignments, deletions, archiving) and Targeting History (segment changes).
  • Ensured admins had a full chronological audit trail for compliance and transparency.

Let’s connect

Get in touch for any full-time opportunities or just say hello

likhitha0909@gmail.com