Campaign Performance Dashboard
Background
There are different purposes for a campaign manager to send out campaigns; for example, onboarding new users, driving engagement or retaining users. After a campaign is launched, marketers need to know how the campaign performed and make sure the delivery is on the right track.
My goal is to design a campaign performance dashboard for marketers to discover insights quickly.
Problem
At the beginning of the project, I worked with the Product Manager and Customer Success team to understand our current issues, and some use cases.
Based on the discussion, the diagram below illustrates some of the issues we found:
Current Campaign Performance Dashboard
The clickable KPI tiles are unclear for first-time users.
The user cannot understand the meaning of the icons.
The date selection and filters take up too much space.
Hard to find a specific campaign in the campaign list with infinite scroll.
User Research
“We have different goals for different campaigns, but I mostly care about conversion rates.”
- Director of Marketing Manager
To better understand what the marketers’ goals for monitoring campaigns are, how they analyze the results, and what are the pain points in the current workflow, we interviewed 6 Campaign Managers and 7 Directors of Marketing.
Based on interviews, we categorized our users into two personas:
Persona 1: Campaign Manager
Campaign Manager
Key points to take from Catherine’s scenarios:
Catherine needs to analyze the campaign at an aggregate level.
She checks the metrics to see how the campaigns run overall and in detail.
She deep dives into the data from campaigns to find out useful information.
“Catherine takes an active role in crafting, coordinating, targeting, launching, and analyzing marketing campaigns. After some time, she needs to discover the campaign results and report to her boss. She also looks into the data from the past campaigns and uses it to create hypotheses for new ones.”
Persona 2: Director of Marketing
Head of Marketing
Key points to take from Daniel's scenarios:
Daniel looks for the high-level metrics, such as audience engagement, goal achieved, or conversion.
He looks into the data and maps back to the business goals.
For Daniel: “Daniel sets goals for marketing campaigns to drive customer acquisition and engagement. He analyzes data to find insights that can be tied back to business metrics to drive future strategies. He also presents key findings to the executive team.”
Key Findings:
Both of them care about the numbers.
Director of Marketing focuses more on high-level metrics and looks at the trend to determine marketing strategies.
Campaign manager pays attention to the numbers associated with the delivery. They test hypotheses and analyze the data to make sure the effectiveness of the campaign.
So… how might we make dashboard experience more engaging for marketers so that they can evaluate campaigns quickly and engage more users?
Design Exploration
Low-fidelity Wireframes
I sketched many ideas and solutions that were necessary to reach users' goals. To quickly see which ideas worked best, I worked with the product manager to discuss product strategies and the pros and cons of each solution.
Solution 01 - Add drop-down Lists for different categories
01. Dropdown selection boxes
Pros:
Save space.
Cons:
Hard to know the selected items.
Too much click if the user wants to adjust several items.
Solution 02 - Show filter panel when clicking icon; Show selected items as labels
02. Filter panel & tags
Pros:
Save space when the panel closes.
Can view the selected items without opening the panel.
Cons:
Might run out of space when there are too many tags.
I did quick internal testing in our product team meeting; the feedback I got was eye-opening. A change I made:
The dashboard will include campaigns and experiences. User will be confused about the title “Campaign.” Therefore, I change the page title to “Message Performance Dashboard.“.
Interactive Prototype
I turned my revised sketches into a black and white interactive prototype done with Sketch. I defined UI elements, design patterns, and visual hierarchy. I tested the prototype in-person and remotely with 12 users to gauge between two of the major design options.
Option 01
Click filter Icon to open the option panel
Option 02
Fixed Panel on the left side
Usability Testing
To understand the dashboard experience from the user's perspective, I decided to do the usability testing with 12 marketers. I worked with the PM and Customer Success team to set up the meetings with our current users. To test two design options, I separated users into two different groups and had users go through several tasks on the InVision prototype. I observed their behavior through face-to-face and the video call.
Goal
How does the user like dashboard experience?
Which filter selection design is more intuitive for user?
Can the user interact with the KPI and the chart without difficulty?
Can the user find the list view effortlessly?
Usability Testing Report
I used the Rainbow Spreadsheets to analyze the testing video.
My first step was to observe and write down some notes about how participants responded to those tasks during the testing session. It helped me to catch every detail and find out the common behaviors and the reason when they have trapped in difficult tasks. Then, I summarized the common behaviors on the Observation sheet.
Visual Design
To make the design scale, I identify all reusable components. I standardize color, layout and clean up all the dashboards to make visual consistency.
Final Solution
Trend View
List View
Lesson & Learn
Research is a must
I couldn’t have designed a product users love without the help of the people who will actually use it. The personal research revealed unexpected information and made it possible to adapt the product to users’ needs.
User testings are powerful
Conducting user testing and evaluating users feedback at various stages helped me to discover and eliminate pain point at early stages.
The balance of business goal and user’s problem is important