Initial Discovery
For this project, our access to customers was limited. Therefore, I began by conducting interviews with internal team members to gain insight into both their needs and the perceived needs of our customers.
The conversation was open-ended and covered a variety of topics such as challenges with the current dashboard, feature requests, etc. The most significant takeaway was identifying the various user groups for this product and recognizing that each group has its own unique requirements.
Technical Account Managers
Analyzes data at a deep level. If a metric exists, they should be able to see it.
Reduce product fragmentation and accomplish most tasks without having to go to third-party ad platforms.
Agencies
Dashboard needs to be sellable to brands. Aesthetics and experience are very important.
Data analysis is important to monitor campaigns.
Ability to manipulate the dashboard for customers is important.
Brands
Rudimentary analytics is sufficient. The only important metrics are typically revenue and traffic.
UI should be sleek and easy to use.
Using the preliminary findings, we compared these needs and assumptions to the current third-party dashboard to better understand where we stand in terms of product value fit.
Generally, simpler layouts resonate better, as long as advanced data manipulation and filtering options are available.
Different users have different workflows, so allowing dashboard configuration could improve individual efficiency. Still, we need ready-to-use configurations for those who prefer not to customize.
The ability to drill down data is key to ad operations workflows.
Final Product
Full-fledged analytics dashboard with data manipulation on top, high level analytics and charts to visualize trends, and advanced metrics and features on the bottom for deep dives.
Drill-down data manipulation—available up to two layers deep—helps internal team members and agencies better analyze opportunities to improve their advertising strategy.
