Analytics landing page

Revamped a confusing information architecture and user experience through many iterations and rounds of collaboration. Scorecard usage significantly increased 20%.

Duration
4 months design + research collaboration

Company
Highspot

Previous landing page

Analytics was built 8+ years before I joined, and only recently had the team worked towards making improvements on the existing platform’s infrastructure and UX.

This was the landing page at the time.

Users are dropped into the first report in the dropdown, and have to orient themselves with the data, filtering, and other capabilities.

Report picker / dropdown provides hardly any context as to which report might help provide data for a user’s particular question or task.

Many rounds of exploration

1. plop everything onto the page

  • Notifications

  • Dynamic thumbnails of charts

  • Recent activity

  • Grouping analytics items

  • Reports by category

2. took a step back

From diving into designs too soon, I quickly realized I still had a lot of open questions – What are our goals? Who do we want to design for? What needs might they have for analytics? I took a step back to gather more inspirations and details.

3. dove back into hi-fi designs

First, I jumped straight into designs, eager to familiarize myself with the product, components, and to explore north star concepts.

However, I quickly realized I had a lot of open questions. This led me to frame some initial goals by persona. After reviewing these goals with my product team, we collaborated as I drafted and iterated on wireframes.

Once I had more of the project details documented, I started exploring concepts in high-fidelity with more context this time around. This included multiple iterations while gathering feedback from and collaborating with my Analytics product team, fellow Product Designers, and Services Executives.

Hone in on different approaches

1. Refine content and validate via UXR

I took a content-first approach to discover a few options for grouping different types of reports. In collaboration with our UX Researcher, we came up with a card sort study:

Objective: Understand a users’ mental model for categorizing different type of reports in order to influence how Highspot could group reports on the landing page.

The UXR study informed us of users’ mental model of Option B: grouping the reports by topics or “entities” in a simplified manner than what currently existed. I incorporated these insights into my CS1 designs.

2. Update project details

This project was paused for a few months due to other priorities, and we reconvened by discussing, in conjunction with the cofounders, how we might expedite getting the landing page built.

I took a step back to explore various simplified options for a first click stop (CS1).

I was continuously updating documentation with details such as design considerations, pain points, principles, assumptions, and potential KPIs.

3. Lo-fi designs

I drafted low-fidelity design options for CS1 and north star.

Final design for first build

  • Wrote copy to orient the user as to what they are viewing

  • Highlighted scorecards by moving into their own section towards the top of the page

  • Grouped reports categories

  • Added a section for recently viewed reports and scorecards

  • Included tips that link to informative help articles

Outcome

DAU increased across all scorecards

I had switched projects and transitioned this landing page work to a newly hired designer and PM that I collaborated closely with as they iterated a bit further on my designs.

These were the results about two months after launch.

22% increase in across all scorecards

2x DAU for Rep scorecard

Updated metrics since launching the landing page two months prior

What coworkers say

“Over the last couple of years, Jamie has significantly upleveled her skills - one of many examples is the way she breaks down complex problems into easy to follow flowcharts and wireframes, enabling efficient and productive conversations across functions and teams.”

— Patrick Kirchgäßner, Product Manager

“Jamie was the most sought after collaborator across the entire design team, and I frequently learned that she’d been invited to consult on another designer’s projects. Her contributions had either leveled-up the project and/or acted as the conduit between the project’s specific needs and our larger product-wide design goals, especially for complex design system components. Over our time working together, many designers, research, PMs, engineers, director-level leaders, and also partners outside of the product org reached out to me to tell me how much they appreciated Jamie’s role in making their work a success.“

— Jay Fienberg, Product Design Director