Social Media Dashboard; Brand Health & Event Monitoring

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Crimson Hexagon

Social Media Dashboard; Brand Health & Event Monitoring | Web | April 2017

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Crimson Hexagon is a technology company, focusing on helping enterprise brands track brand perception, campaign performance, and even detect competitive and market trends through social media.

I designed the tools to enable Analysts/Strategists to

build Dashboards to help managers/executive teams keep a “pulse” on their brand’s health; multiple brands, product lines, marketing strategies.

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USERS & AUDIENCE

The primary users of the dashboard tool were Analysts/Strategists and Managers (both brands and agencies).

The primary consumers of dashboards were executives, either through a command center or a dashboard that they visit frequently in order to get a brief, real-time “pulse” on a brand’s health.

TEAM & ROLE

I led the dissemination squad, with occasional support from the design

and product team.

I collaborated with a design consultant on the:

I also assisted our in house researcher by conducting user research & testing:

using methods such as interviews, shadowing Analysts and utilizing tools like usertesting.com/ usability hub, in order to address both user behavior and attitudes.

APPROACH

When I first started at Crimson Hexagon, my main initiative was to understand and define the core needs of our users; Analysts/Strategists and Executives. Workspaces which was the current solution at the time, didn’t provide the insight, real-time, or the flexible environment needed.

Over the course of a number of months, we used a variety of research, testing, and design methods to help us create an effective and holistic solution. After we established a common understanding of the problem at hand, we generated several design concepts and principles to communicate how we might streamline the experience.

CHALLENGES

From Analysts/Strategists creating charts to Brand Managers/Executives consuming the information, this tool was full of interesting UX challenges!

• Worked with a legacy platform.

• Created new behaviors and workflows for users to do their jobs to be done.

• Worked with a cross-functional team on creating a seamless and cohesive experience. Which included rebranding, new visualizations and consistent patterns throughout the Crimson products. We had a lot of pitfalls, but we collaborated and learned

from each other.

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BROUGHT TO LIFE

Here are some screens from the final designs.

My main goals:

.CARD COMPONENTS.01

A card acted as a window into a particular piece of content, whether from an external source (image, Youtube video, Embed code) or internal (data visualization). I had to account for the card being draggable, resizable, customizable, shareable and have the ability to annotate/comment to help users with their jobs to be done.

.DASHBOARD PAGES.02

Dashboard pages would give the user the capability to create multiple dashboards that would span across multiple displays. It was intended to help Brand Managers/Executives keep a “pulse” on their brand. It would help answer the question, “What critical business information is surfacing right now that requires attention or action?.”

.VISUALIZER.03

The day to day tasks of an Analyst/Strategist varied on business needs. In order for Analysts/Strategists to work efficiently and have a seamless experience within Crimsons products, we created a tool called the visualizer. The visualizer was a tool that allowed users to tweak the data, change visualizations, provide context, push to a dashboard/report etc. from anywhere in Crimsons products.

.BRANDING.04

TYPOGRAPHY

COLOR THEME

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WHITEBOARD MAGIC

From the research that was conducted, we were able to identify both the Analysts/Strategists and Executives key pain points. This helped us prioritize the key features that had to be included in the tool in order to build MVP. We brainstormed and sketched features, user flows, system flows and design concepts.

A lot of white boarding was involved!

Here are some initial brainstorming sessions for the Dashboard:

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DASHBOARD USE CASES

Event - Driven (Crisis/Event Campaign)

Ongoing Brand Health

OUTCOME

After two months of launching into open beta, dashboards was well received and immediately gained traction with our existing customer base. It was exciting to see the adoption!

Here are some of the key metrics that we had tracked: