Visual Design for Marketing Analytics
In the field of marketing analytics, delivering actionable insights is crucial for effective data-driven decision-making.
Challenge
The Marketing Analytics Team have encountered challenges in delivering the necessary support to facilitate data-driven decision-making within the business. These challenges encompass various aspects, including constraints within the platform, organizational structure, and service framework. Issues range from users struggling to locate data and seeking assistance, to the absence of a clear prioritization method for addressing key problems.
Making complex data accessible
Beyond making something beautiful
Strategic roadmap creation
User Journeys + persona development
Objectives
How can we provide a better marketing analytics user experience and increase an internal data platform usage adoption?
User research and Persona
Through user research, persona development, and future-focused ideation, the team crafted a strategic 3-5 year roadmap with prioritized initiatives for the Marketing Analytics group.
User-centered Solutions
As a strategic designer, I faced the challenge in leveraging critical insights due to team members' unfamiliarity with design tools.
To solve it, I developed a template using one of the tools they are familiar with (Power Point) and translated our customer journey mapping into the tool. This enabled the marketing analytics team to independently modify and update information.
Watch-outs!
Cross-functional teams with no design tool knowledge
In different time zones
Fast delivery of insights