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BounceX Client Presentation

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A slide deck detailing our design of Bounce Exchange's internal data visualization dashboard.

Published in: Design
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BounceX Client Presentation

  1. 1. James Hood Sam Schwamm Carmelo Citera
  2. 2. Agenda
  3. 3. Discovery
  4. 4. How can we better visualize/understand traffic on our clients’ sites? The Opportunity
  5. 5. Research
  6. 6. Goal: Learn how Bounce Exchange operates on a website Method: Go on websites they have and explore their campaign Results: We were able to trigger different campaigns to see what a user sees Business Research
  7. 7. Comparative Research • Goal: How do other analytic tools visualize user behavior? • Method: Feature Analysis that have a Funnel or similar feature
  8. 8. FEATURES Woopra Kissmetrics Chart Io Dashthis Mixpanel Customer Io Funnel Analysis X X X X X Filter/Sort Data X A/B Testing/Report X X X Segmentation/Cohort Rules X X X Timeline View X X Bar Graphs X X X X X X Customizable Data X X Segmentation Data X X Comparative Research
  9. 9. Conversion Funnel by Date/ User Segment/Date (Woopra) Timeline View (Chart IO) Key Features: Comparative Research ● Funnel analysis ● Filter/Sort ● A/B Testing Data ● Segmentation Rules ● Timeline View ● Bar Graph View ● Custom Data ● User Segments
  10. 10. ● How can we visualize this? ● What are the important metrics/KPIs? Technical Research
  11. 11. ● Who are our users? ○ Conversion Director (Account Manager) link between clients and internal teams (e.g. graphics, dev, finance) ○ Operations Director = manage and coordinate campaign strategy User/Stakeholder Research
  12. 12. Goal: Discover Conversion’s Director’s: duties, client relations, current system, data analysis Method: 30-45 Minute User Interviews Results: Difficult to explain value of Bounce Exchange Primary metric = lift (over control) Want to visualize what customers are doing User Interviews
  13. 13. Synthesis & Definition
  14. 14. Goal: To Determine the relationships between Context, Behavior, Pains, and Pleasures to make Job Stories Method: 4-List Method (User Interviews) Affinity Mapping
  15. 15. Behavior: Show effect Bx has on their conversions Pains: Clients have a hard time understanding how Bx effects bottom line Pleasures: Good Working Relationships Affinity Mapping: Results Behavior: Determine effect campaigns have on conversions Pains: Don’t know how campaigns affect total conversion funnel Pleasures: Campaigns that beat control Behavior: Learn site, try to visualize a user journey Pains: Not sure of what a User Journey really looks like Pleasures: Knowing where to place campaigns Context: Client Relations Context: Campaigns Context: User Journeys
  16. 16. “Replacing the User Story with the Job Story” (Alan Klement), “Dribbblisation of Design” (Intercom), Clayton Christensen (HBS) VS • Problem = too many assumptions about users and their actions • Focus on causality = “Who/How” vs. “Why” • Tips: add contextual info, use real people, incorporate multiple POVs ✔ Job Stories
  17. 17. Job Story Pain Points Key Quotes When informing clients of our progress, I want to use the data to tell a story so I can demonstrate the value of Bounce Exchange. 1. Clients & Conversion Directors look at different metrics for success 2. Statistics alone don't tell the whole story 3. Bx campaigns interfering with client campaigns "It's all about the story the numbers are telling" "I try to make my clients look as good as possible to their bosses" "The reality is, [the client] is sold on Bounce Exchange itself as a product" When measuring success, I want to visualize lift over control so I can better understand the effects of a campaign at each stage in the conversion funnel. 1. No easy way to visualize campaign lift "The data I would be most interested to see is the difference in pre-BX / control data versus with post-BX / BX shown data at each defined 'goals'. " "Google Analytics does a much better job of showing campaign impact" When targeting user segments, I want to visualize their journeys so I can place campaigns appropriately. 1. Current Dashboard doesn’t represent how Conversion Director thinks about client sites 2. No way to visualize where they are losing customers. 3. Google Analytics Funnel is overwhelming, not actionable “The dashboard… it's this stacked linear thing and I don't think it matches the same way we think about it” "I want a funnel analysis so I can see where the leaks are and target those areas with campaigns" Job Stories
  18. 18. Feature Ideation & Prioritization Goal: Determine what features a Conversion Director will need to visualize how Bounce Exchange impacts user behavior Method: Based off the Job Stories (from Affinity Map) select features necessary for Visualization Prioritize the features using the MoSCoW method
  19. 19. Feature Ideation
  20. 20. Feature Prioritization
  21. 21. Job Story Pain Points Key Quotes Features When informing clients of our progress, I want to use the data to tell a story so I can demonstrate the value of Bounce Exchange. 1. Clients & Conversion Directors look at different metrics for success 2. Statistics alone don't tell the whole story 3. Bx campaigns interfering with client campaigns "It's all about the story the numbers are telling" "I try to make my clients look as good as possible to their bosses" "The reality is, [the client] is sold on Bounce Exchange itself as a product" ● Custom Inputs ● Data Filtering ● Timeline View ● Goal Tracking When measuring success, I want to visualize lift over control so I can better understand the effects of a campaign at each stage in the conversion funnel. 1. No easy way to visualize campaign lift "The data I would be most interested to see is the difference in pre-BX / control data versus with post-BX / BX shown data at each defined 'goals'. " "Google Analytics does a much better job of showing campaign impact" ● Campaign Lift ● KPI Reports ● Campaign Funnel When targeting user segments, I want to visualize their journeys so I can place campaigns appropriately. 1. Current Dashboard doesn’t represent how Conversion Director thinks about client sites 2. No way to visualize where they are losing customers. 3. Google Analytics Funnel is overwhelming, not actionable “The dashboard… it's this stacked linear thing and I don't think it matches the same way we think about it” "I want a funnel analysis so I can see where the leaks are and target those areas with campaigns" ● User Segmentation ● Site Funnel Job Stories (w/ features)
  22. 22. Design
  23. 23. Design: V1 Timeline View Bar Graph
  24. 24. Back to the drawing board: introduce journey-oriented visuals Design: V1 - V2 ○ Timeline View: Adding goals ○ Campaign Funnel: consistency (terminology, campaign stats) ○ Site Funnel showing activated campaigns
  25. 25. Design: V2 - V3 Site Funnel combine visual overview w/ data breakdown key metric = campaign eligibility
  26. 26. Prototype BOUNCE EXCHANGE
  27. 27. Recap ● Challenges: ○ Time & Scheduling ○ Understanding Key Terms & Business Principles ● What Did We Learn? ○ Data Visualization ○ Conversion Director E-Commerce Strategies ○ New Vocabulary ● How does this solve the problem? ○ Integrated a new dashboard feature to give Conversion Director simple and informative way to visualization their site/user data
  28. 28. Next Steps Short-Term Goals ● Roll-out ● Individual User Journeys ● Client View/Executive Reports Long-Term Goals ● Internal Usability Testing ● Campaign Funnel ○ Add # of users at stage of flow ○ Indication of where campaigns fire ● UI: more consistent with existing platform User Journeys

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