Project Overview
The Customer Analyzer is an analytics tool designed for an industrial products manufacturer's sales and marketing teams to manage operations throughout the customer lifecycle.
Although there was no shortage of sales and production data within the company, the company’s data insights were limited by disparate reporting information, lack of timely and consistent information, and lagging metrics. My team was engaged to support requirements gathering and design processes of a future-state, reporting and data insight pilot for the company’s sales and marketing managers. The goal of the project was to create a user friendly, design-focused wireframe to showcase the possible future state reporting and data insights tool that can be adapted by users throughout the organization.
Role:
Lead Strategic Facilitator, Lead UX Designer, UI Designer
Click to learn more about my design process for how to bring UX into analytics and data.
Visioning Session
We conducted a full-day onsite visioning session with twenty executives focusing on sales and marketing business issues within the company. We started the session by prioritizing analytics business needs on a 2x2 of feasibility and impact. From there, we identified the business questions to focus on for the two personas: sales manager and marketing manager. For each of those personas, we conducted exercises in persona development, journey mapping, business question/user flow exercises, and sketch wireframing.
MARKETING PERSONA
SALES PERSONA
User-flow
The conversation with the clients during the visioning session led us to a user flow that was specifically tailored to the Sales Persona or the Marketing persona. However, through out iterative process, we realized that there were many views that actually span across both personas. Therefore, we concluded with the new user flow that is show below on the right.
Original User Flow
Updated User Flow
Low Fidelity Wireframes
The first iterations of the wireframes we available to the client a few days after our visioning session. I created these low to medium fidelity wireframes using Balsamiq. We had iterative reviews with the respective clients for each persona.
MARKETING PERSONA
SALES PERSONA
High Fidelity Designs and tool development
Once we had relative sign off on the direction of the wireframes, I moved them into high fidelity. We continued reviewing the wireframes in this medium and came up with the updated user flow I highlighted above. I kept in mind that this tool would be built in Qlikview and would be most commonly used on a laptop. The high fidelity examples below are the cleansed version of the marketing persona's views.
