Marketing Dashboard — A case study
Tags: User Research, User Experience Design, User Experience, Case Study, Ux Analytics

The Challenge

Designing a dashboard for a startup, that provides the marketing team a way to track the overall performance of their key events, they hold every year to track their business journey over winning deals.

Overview

The marketing team of this startup has 3 categories of personas using the dashboard

1. Chief Marketing Officer (CMO) — in charge of the marketing function, driving and delivering on marketing strategies to help the business grow

2. Marketing Leaders — managers and leaders reporting to the CMO, responsible for making sure the various events, campaigns, programs and initiatives are tracking well against targets and goals, as per the strategies set by the CMO

3. Marketing Team — the rest of the Marketing function who run the day-to-day operational activities within Marketing, and who want to gain real-time, actionable insights that will help them focus in the right areas

Scope of Work

To monitor data for Events, Finance, Sales, Campaigns

The CMO should have the specific view of business analytical data.

The Marketing team needs to have survey data of the clients in edit mode.

My Role

UX Research, Prototyping, UI Design

Discovery phase of my UX Research

1. Field Study

2. User Interviews

3. Requirements Gathering

Field Study

Since the dashboard is used by 3 different categories of personas, I have categorised the opportunities I can provide w.r.t. these categories. In order to deep dive and understand their day to day challenges, pain points, I sat with the team to closely observe their working patterns and methodologies. I have understood the time spent by the marketing function to calculate the ROIs, to generate leads, to drive sales, to justify their budgets, to track their engagement activities and so on.

User Interviews and Requirements Gathering

Since my field studies already has helped me to understand their pain points, and what kind of design solutions they are looking for, I invested my time in gathering as many data points as possible.

While doing my analysis, I have recorded the Point of View (POV) statements of my three personas w.r.t. their multiple requirements for the dashboard.

Below is the POV statement for one of the requirement:

Point of View (POV) statement of the personas

Below is one example of “how might we” derived from the POV:

By mapping the POV statements to how might we, I have drawn a conclusion on what my data driven dashboard should address:

To have a business analytics dashboard that addresses the needs of all the three categories of my personas like:

1. Metrics to understand growth in revenue and customer details year-wise

2. Analysis of how opportunities are converted to winning deals

3. Data that forecasts next year’s business strategy

Based on my design goals on this project, I have next planned on the Information Architecture of the dashboard and derived on how my wireframes should look like.

Low-fi Design Wireframe

Here’s the snapshot of the low fidelity wireframes:

Conclusion

Keeping Marketing Department goals in view, I have started the design process with understanding the marketing personas, their requirements and have gained insights w.r.t their point of views.

I believe my design thinking satisfies given requirements because, the designed wireframes highlight

Revenue generation process Deals won w.r.t Industry Type , the customers come from Step by step lead generation process in the form of funnel representation Tracking Sales, Finance, Campaigns, etc. w.r.t 5 years data giving insights about the complete performance

All the representations in the dashboard also attribute inputs for the forecast of next year and helps in budget, resource and developmental planning.