Predictive Brand Analytics Product Design
The Client required a re-platforming of their Brand Analytics product, seeking to enhance in-app engagement for both new and existing clients.
They required a design team to develop a predictive analytics platform that would empower Data Analysts, Consumer Insights professionals, and C-Suite stakeholders to effectively manage and customize brand strategies, driving revenue growth and improving brand perception. The project aimed to support the Client's transition from a consultancy role to a B2B SaaS app.
Problem Statement
The existing app provided a limited and clunky user experience, offering only a partial view of the comprehensive suite of predictive analytics indicators that contribute to a brand. This resulted in customer frustration, as accurate and actionable insights were challenging to derive. The Client had to provide additional consulting services and training to decrease the time-to-value for their clients. The transition to a B2B model necessitated a robust software suite that would empower customers and streamline the Customer Success function.
Industry
Brand Management
B2B SaaS App
What We Did
Wireframing
1 Dedicated UX Resource
User Journeys
1 Dedicated UX Resource
User Personas
1 Dedicated UX Resource
High Fidelity Designs
1 Dedicated UI Resource
Interactive Prototyping
1 Part-time UI Designer with Motion Design skills
Strategy and Approach
Our approach involved leveraging product analytics and conducting user interviews to inform the migration of key views to the next generation of the software.
A comprehensive UX Audit was conducted, followed by the creation of UX and UI designs and prototypes. These designs were shared with users to gather valuable feedback, and the design requirements were then communicated to the Product Team.
The development of user personas was a crucial step in understanding the target audience's needs, goals, and pain points. User interviews and customer roundtables were conducted to inform the product roadmap, leading to key findings and insights.
Target Audience
The target audience for the re-platformed Brand Analytics product consists of diverse personas, each with specific roles and requirements.
The Data Analyst and Consumer Insights Analyst personas represent power users who heavily rely on the software to extract meaningful insights from brand data. They seek a comprehensive and user-friendly platform that enables them to dive deep into data, perform advanced analyses, and generate actionable recommendations.
The Brand Manager, as an ad-hoc user, requires a simplified interface to quickly access relevant metrics, monitor brand performance, and make informed decisions. Lastly, the CMO, as a secondary user and recipient of reports created using the software, seeks easily digestible and visually appealing summaries that highlight key insights and align with strategic goals.
The re-platformed product aims to address the unique needs of each persona, empowering them to optimize brand strategies, drive revenue growth, and enhance overall brand perception.
Design & Development Approach
The Design and Engineering teams collaborated closely, conducting brainstorming sessions to ensure alignment.
The design process encompassed low-fidelity UX wireframes, high-fidelity designs, and interactive prototypes. These deliverables were presented to key stakeholders through Concept Documentation, which facilitated alignment and gathered feedback.
User stories, acceptance criteria, and ticket requirements were informed by the designs and prototypes.
Outcome
As a result of the project, a responsive SaaS product was designed and delivered, catering to both new and existing customers.
The product focused on increasing engagement, reducing time-to-value, and providing a streamlined process for deriving actionable insights. The end-to-end design and delivery process enabled the Client to enhance customer engagement and facilitate faster, easier access to valuable insights.
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