Strategists currently pull data from multiple sources to track social and campaign performance due to siloed analytics, costing time and effort. Existing tools also lack a unified view of channel performance and patient acquisition. To address this, the UMA (Unified Marketing Analytics) Dashboard was created.
My Role
The project demonstrates my ability to conduct user research to identify user needs, develop actionable deliverables to inform design concepts, and translate insights into value-adding features.
The current process for marketing analytics is time-consuming and fragmented, lacking a unified view of funnels and patient acquisition. This makes comparing data, gaining insights, reporting to stakeholders, and adjusting media strategies difficult. The UMA Dashboard was created to solve these problems.
Due to time constraints and limited resources, I chose user interviews as the research method and interviewed two users to understand their needs, pain points, and use cases.
Key findings from the interviews:
Based on the user interviews, I turned insights into an actionable persona illustrating users’ goals, needs, and frustrations. The persona helped me focus on user needs and expectations while creating wireframes.
In the user interviews, I identified the steps users took to accomplish tasks. These insights helped me create actionable user journeys that guided the development of useful content, seamless page flows, and valuable features.
Using the persona and user journeys, I ideated various dashboard designs, working closely with a developer and subject matter expert due to the complexity of the metrics. Collaborating with them provided valuable insights and revealed technical constraints early on, which helped reduce back-and-forth between design and stakeholders.
Shown below are a prototype and some high-fidelity mockups.
Collaborating with stakeholders and incorporating feedback from internal accountants, we addressed the following key issues:
By providing unified data (from cost spent to retention) for a specific date range, I streamlined the cumbersome data-gathering process.
By highlighting overperforming and underperforming channels in a table, I enabled quick data scanning.
By enabling comparisons across various media types, channels, and KPIs, I provided a clear way to visualize both channel and KPI performance.
By providing a results tab displaying new patient visits and new patient telehealth visits for a specific date range, I enabled insights into the full picture of a specific marketing effort.
Though I successfully addressed the user needs and expectations uncovered in the interviews, the design isn’t fully user-centered until it’s tested with users. The next step is to conduct user testing and integrate the findings into the design.
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