At this martech company, the Client Analytics team was constantly producing customized reports for their advertising partners. However, they found themselves creating the same reports repeatedly - and for free! The solution was a dashboard product, coined "Business Insights". One problem: no one was using it! Our team identified an opportunity to learn more about our partners and what exactly they needed from us.
For this role I was responsible for all UX tasks, from research to design delivery.
Working with the Sales team, I set up contextual inquiries with six of our primary advertising partners. I invited all primary team members to attend. As soon as the interviews were over, we transferred our notes to stickies and formed an empathy map. This exercise was important because the entire team gained a shared, firsthand understanding of the end users’ expectations, emotions, and frustrations that hadn’t existed before.
What did we find? Well, we had created a lot of experience debt! Specifically, in these areas:
As we entered the design phase, I planned and facilitated remote ideation sessions. But COVID was upon us and we needed to be in the comfort of our homes. To deal with this challenge, I set up objectives, process, and templates to help collaborators achieve their best work.
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One aspect of the winning design was the ability to visualize market segment migration using a Sankey diagram. Users had shared that using vertical bar charts did not sufficiently communicate how the segments were shifting over time. Using Figma to quickly demonstrate how it might work (and look) was a critical piece to selling the design. Users loved it!
One of my favorite parts of this story was working directly with the clients/end users and iteratively building the product with them. It was a level of collaboration I had not experienced before, and it was clear that we were taking the product to another level!
Unfortunately, as the final stage was approaching, I was part of a layoff due to the pandemic That being said, I'm showing this work because we were able to take an existing product with no users and turn it into a useful tool that actually provided delight! I was proud of the work my team was able to deliver.