Project Overview
Duration: 2.5 weeks.
Skills/Tools: Research (User, Business/Competitive, Technical), Stakeholder Interviews, Data Visualization, Sketching, Wireframing, Prototyping, Visual Design.
Sketch, Omnigraffle, InVision.
Team Members: James Hood, Carmelo Citera
Skills/Tools: Research (User, Business/Competitive, Technical), Stakeholder Interviews, Data Visualization, Sketching, Wireframing, Prototyping, Visual Design.
Sketch, Omnigraffle, InVision.
Team Members: James Hood, Carmelo Citera
Click HERE to view an interactive prototype
The Opportunity
BounceExchange (BounceX) is a marketing and analytics platform that enables clients to serve custom-tailored content to different visitor segments. This is made possible by the company's behavioral automation platform, which reacts to users' "digital body language" through the targeting and testing of various campaigns.
We were approached by the Operations Manager and Lead UX Designer at BounceX in order to create a data visualization platform for the company's internal dashboard. Currently, Conversion Directors (Account Managers) must navigate a dizzying statistical array (shown below) in order to check on the status of a client site or given campaign.
A dummy version of the current BounceX campaign list, provided by the client.
Research & Synthesis
After our initial stakeholder meeting, we identified the Conversion Directors as our primary users. During four 30-45 minute interviews, we asked these individuals about their responsibilities and use of the current system. We then mapped their pain, pleasures, and behaviors based on context.
This affinity mapping exercise helped inform our Job Stories, in which we examined Situations, Motivations, and Outcomes in order to brainstorm and prioritize features.
Design & Iteration
Initially, we focused our visualization on user behavior over time (Timeline View) and between campaigns (Campaign Funnel).
After our second stakeholder meeting, we realized that our first design iteration did not meet the client's need to visualize user journeys throughout the site. As a result, we formulated a new Site Funnel view. This was eventually tweaked in order to combine our visual overview with more detailed statistics related to campaign eligibility.
Conclusion
In the end, we were able to integrate a new dashboard section to give BounceExchange's Conversion Directors a simple yet informative way to visualize site and user data. Although we faced some challenges with scheduling and communication, especially related to key terms and business principles, the end product was much stronger as a result. In addition, we learned a great deal about data visualization and the field of e-commerce.
In the short term, I would like to validate our most recent iteration with internal usability testing and make our UI more consistent with the existing platform. In the long term, we could explore ways to track individual user journeys and perhaps create a client view, a feature has been recently integrated into the current platform.
