I led the redesign of the Analytics module, a platform feature across multiple products and verticals, resulting in a significant increase in key business metrics.
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Analytics is a cross-product, cross-vertical module, influencing the jobs-to-be-done for over 10K global users. Analytics is a cross-product, cross-vertical module, influencing the jobs-to-be-done for over 10K global users.
Post interviews with 6 users from marketing, video streaming, and corporate communication, I discerned that analytics' generic info architecture and UI failed to engage users seeking varied metrics.
During interviews, I inquired about key metrics for each role, then mapped them into the four categories shown above to understand why finding
these metrics was challenging.
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Collaborating with the PM, I employed the OKR framework to quantify business goals and identify three value propositions for user engagement. I then converted these value propositions into actionable UX goals.
To improve the info arch, I conducted tree testing with 32 participants, where I selected four to five key metrics for each role and asked the participants to find each of them, measuring the task success and task time.
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I audited existing components, identifying 17 design patterns in the Analytics module. I simplified them into three categories, reducing both visual complexity for users and maintenance effort for developers.
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I collaborated with a junior designer, combining the redesigned components, and conducted design sprints involving three rounds of usability testing for iteration.
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Usability testing revealed that even within the same vertical, people focus on different metrics, further emphasizing the importance of displaying role-based metrics.
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