Dashboard Design Workshop
The Challenge
As the human-centered design field consultant, I was requested to lead a 3-day design strategy and visualization workshop for a user-centered sales demo of a dashboard that ties together several analytical capabilities in one user experience for a marketer’s real business needs versus selling abstract and disparate technical capabilities.
Team, Roles, and Scope
I led facilitation of the workshop. One UX designer assisted me. The product manager, AE, a solution architect, industry consultant, sales director composed the team. The users were marketer’s involved in using analytics.
Activities included developing personas, user journey mapping, problem and point-of-view definition, ideation, and new experience mapping.
I also managed the project. Beginning with in-depth meetings with stakeholders, preparing a project brief. defining the goals, scope, price and methods for the workshop. I prepared the materials from discussion guide, mapping templates, to co-creation plans.
Before the workshop began, I hosted a meeting with the team and shared a brief power point about the design thinking mindset, set expectations about the activities and each person’s role, and outlined each step we would take in the workshop to yield a rough prototype.
User-Centered Research
The team interviewed and gathered artifacts from the targeted marketing personas such as chief marketing officers and other marketing decision makers to learn how they worked with data and interpreted KPIs in order to adjust targeted marketing campaigns.
Techniques used:
Recruiting
Remote qualitative interviews
Artifacts collection
Observation
Persona definition
User journey / empathy mapping
Relationship mapping
Analysis and Synthesis
As the team analyzed each user’s journey, common themes began to emerge that enabled us to create a typical experience storyboard for a data-driven marketing leader. Because we were looking for gaps and obstacles our products could solve, we used the “jobs-to-be-done” framework and matched our products to those moments of truth.
Techniques used:
Affinity Clustering
Data analysis
Problem definition
Jobs to be done
Insights creation
Rough blueprinting
Co-creation of Concepts
Our designer was able to begin the wire frame drawings from the idealized journey wherein jobs-to-be-done were solved and matched with Teradata products. The product manager, solution architect, and industry consultant were able to help support with their expertise about how the analytical product would function and how data would best be visualized to be able to draw insights from it.
Techniques used:
Ideation
Rough wireframing
Data visualization techniques
Prototyping
After the rough prototype was hand drawn we refined it and checked it once again against our user’s idealized journey story, incorporating our featured capabilities, to ensure it was an accurate, relevant and provide a feasible “happy path.”
Techniques used:
Storyboards and demo scripts
Medium-fidelity prototyping
(e.g. Sketch / Invision)
Our Final Demo Product
The final screens for the demo were designed following concept testing with users. The users wanted to begin using this immediately. What was surprising was they still wanted the option of alternately viewing some data in spreadsheet format.
A narrated video of the prototype in use was produced. It demonstrates a relevant story for a marketing executive using the interactive dashboard with drill downs into data revealing insights to help the user make decisions about marketing segments, media channels, paths and spend. The application is also able to predict and recommend changes to improve customer conversion. In the example images below, the marketer has drilled into aggregated data (from image above) to secondary screens revealing a particular segment’s behaviors in relation to various campaigns and media.
Techniques used:
High fidelity prototype (coded)
Scripting
Storyboarding
Screen recording
