Campaign Analytics
Modernizing a system to make it familiar to the current user base and welcoming to the new.
BACKGROUND
I was tasked with redesigning the campaign analytics section for one of our small business services. For this project, a technical team had imagined the ideal user experience. Their ideal experience limited the applications use to a particular type of users – mainly other technical users. The existing users of this application were comfortable using it the way while new users found it hard to use. This presented an exciting challenge of creating something familiar for existing users while also welcoming for new users.
MY ROLE
My role in this project was twofold. As a researcher, I conducted usability testing and gathered feedback in order to identify key areas of improvement. As a designer, I created a UI that balanced the current look and feel while also updating the design to meet industry standards.
UX RESEARCH
One of the first things I did was conduct remote user testing on the current application. A heat map of the results revealed findability issues. These issues in conjunction with the feedback that we received from users really helped us understand where the UX challenges were.
User Feedback from testing
[Task: Locate analytics for current campaign.]
“Not easy at all, i didn’t really “get it”.
“Difficult to find”
UI DESIGN
The UX research had given us the information needed to improve the design. The next step was to understand industry trends in dashboard design. With these two things in mind, I was able to formulate an end vision of the product.
I then focused my attention on making three major improvements. The first was to reduce the number of clicks by moving important information to the top of the hierarchy. The second was to organize the information in a logical and digestible fashion so that users could quickly scan the presented information. And thirdly, I worked on improving the language used throughout the website by making it less technical and more accessible in nature.
RESULTS
The feedback gathered from user testing allowed us to measure major improvements in the time it took to complete tasks, which validated the new design. Although the project is still in the early phases of design implementation, the early feedback has been positive.
User Feedback from testing
[Question: Overall thoughts about the placement and the re-design]
“I think it is quite professional”
“It is fairly intuitive and easy to navigate. The interface has imagery which is useful to find the appropriate areas.”
“Overall it looked clear and intuitive: it was easy to find the required sections. I was not clear about the Heat Map – what is this? But it is located on a well visible place in tabs along with other features.”
