Role

User Research
UX Design
UI Design
Front-End Development

Summary

Creating bfound’s own digital marketing reporting dashboard for PPC, social and web analytics.

Goal

bfound has hundreds of active clients that have different and multiple products subscribed, from PPC, Social Media advertising, call tracking and even business listings.

The company understood that having multiple reports from different tools was a pain point for the clients, so it was decided that an own reporting tool would be created.

approach

Gather insights on metrics important for customers and business and also understand the digital maturity of our customers.

Research Methods

Customer Interviews

Personas

Prototyping

Market Research

Competitor analysis

Customers Maturity

By analyzing customer interactions with our customer support team, we were able to understand that clients had a big issue checking their emails on time and activating report accounts, finding emails in their inbox, or even having an inbox at all. It was important, that this tool would centralize everything but also be able to quickly access.

Prototyping

We decided to start with a prototype using Invision to understand how our users would interact with the tool and which processes were important for the customers and for the customer support team.

Scaling Up

Since I had done a major work by creating a design system before, creating the designs for this tool was fast and coherent. The project team decided to create a first MVP where we would focus more on the new elements rather than elements that already had been designed. Getting the data visualization elements and the data tables right was crucial.

Takeouts

Look for constant feedback, I can’t stress this enough.

We can use user behavior analysis tools but at the end of the day, the most valuable feedback we had was from clients that happened to be at the office or at the phone with the Customer Experience team.

Also, when it comes to data: Less is always more. If working with data gets really overwhelming, imagine people that don’t have much digital knowledge looking at a fully powered dashboard with PPC and social media metrics.

Part of the great job we did, was keeping the data simple, showing only the relevant metrics to our customers and provide them frequent feedback on their performance.