Putting customers in the driver’s seat of decision making

I’ve been a lead designer on this project, defining design principles for our analytics features, collaborating with the product manager on requirements, and creating all design assets for implementation.

Project summary

In a survey asking about potential features that would be most important for their business, customers chose advanced analytics as the number one feature they wanted to help them better understand their members' journeys.

Analytics exists on the platform today, but the data is presented in a way that's not easy to understand and is not optimized to take action. The new opt-ins report displays data that is easy to understand and provides call to action to follow up on insights. As the first initiative in redesigning all analytics features, it'll inform the future redesign of other reports on the platform.

The problem

According to qualitative evidence we've collected over the years, customers are hungry for better analytics. Some told us they even replaced elements of our platform with competitors because they provided better analytics.

For the business problem, we believe inadequate analytics contributes to the decline in feature adoption and churns.

After considering all the analytics sections, my product manager and I landed on the opt-ins report for its frequent usage and technical feasibility.

Design principles

Before I dived into the design process, I had a conversation with my product manager about what our design principles should be. We thought this was important because analytics was a relatively unexplored area in the organization. We wanted to align on overarching goals for analytics as a whole.

Survey

The survey results showed that customers who use the opt-ins report regularly were keen on seeing which landing pages generated the most opt-ins. For the call to action, customers wanted to take actions, such as viewing individuals who opted in and adding a tag to a group of contacts.

Usability testing

Overall, customers were excited about the new opt-ins report. They recognized it was a big improvement from the current version and particularly liked how data was visualized. Although customers understood the information on the page and used most of the features easily, some new findings called for a revision:

The solution

The new opt-ins report is easy to understand what's working in getting leads and optimized to take action.

Outcome

Customers were surveyed about the most important features for their business, and they chose advanced analytics as the top feature to help them better understand their members' journeys. I delivered the new opt-in analytics experience for this highly requested feature and contributed to reducing churn caused by a lack of analytics as a reason for cancellations.

25% → 20%

Goal to reduce churn for the first 90 days

Future plan