Advisory Dashboard: A UX Case Study in Marketing Intelligence

Introduction

The problem

Curie Insights is an application for B2B clients, including marketing professionals, commercial analysts, and agency users, who need to gather information about their own and competitors’ properties to analyze behavior across different mediums and develop strategies.

Although the site presents various visualizations and report generation features to preview the data, it includes multiple pages for reviewing information, some of which are outdated in terms of themes, cognitive overloaded, and built on different development schemes, resulting in high maintenance costs.

The solution

Create and centralize the main widgets across different dashboard pages for key business personas. This will allow users to easily access information to analyze, create, and define strategies for their properties while reducing the cost and maintenance of the pages.

My role

As part of the solution, I analyzed and create the main users personas and their customer journey to understand their needs and pain points. Based on these insights, I designed mockups for the new site navigation and widget previews, ensuring a more intuitive and streamlined experience. By centralizing key widgets across different dashboard pages, my work contributes to improving usability while reducing the cost and maintenance of the platform.

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Desktop

To see the Application Figma prototype for Desktop click the first button, and button two shows the mockup structure.

Desktop Prototype

Structure

Mobile

Preview the Application prototype for Mobile click the first button, and the second button will show the mockup structure.

Mobile Prototype

Structure

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Considerations

Identify the main personas for the business: There are many scenarios in which different widgets could be valuable for each user. Therefore, it is important to define the main personas to determine the key and most insightful widgets that allow users to create strategies and perform analyses.
Responsive Design: Consider the preview of granular data for large datasets on mobile devices and how this information is displayed.
Accesibility: Ensure that charts differentiate data effectively using colors, textures, and other visual elements while considering data limitations.

Process and methodologies

In this research, the main purpose was to evaluate and identify the key data valuable to users and the challenges they faced when searching for information. The goal is to enable users to quickly and practically find important data based on their selections in an intuitive and clean UI.

Advisory Dashboard: A UX Case Study in Marketing Intelligence - Persona - Maria Alejandra Tellez Portfolio

For this case study, a customer journey map was created based on user personas, interviews and an analysis of tracked behavior among users currently searching and exporting data for properties. This process allowed to identify the pain points and user needs.

Preview Persona

Advisory Dashboard: A UX Case Study in Marketing Intelligence - Customer Journey - Maria Alejandra Tellez Portfolio

Preview Customer Journey

Key Findings

User Behavior Patterns: User analysts are commonly explorers but believe there could be improvements in navigation and data preview.
Common Pain Points:
- Users know their properties and main competitors but are unsure if potential competitors or prospects are missing from their analysis.
- Users must set up a profile and then return to the home or review pages to confirm if the displayed data is what they want to preview.
- Navigation across the site feels endless and takes too much time.
Core Needs:
- A unified main dashboard to preview and export data.
- Clear, accessible guidance throughout the workflow.
- Greater customization options to align exports with specific user goals.
Overall User Experience: Users recognize that there is a vast amount of insightful data available, but they would appreciate a more concise presentation to help them quickly find the information they need to develop strategies.

Sketch

Design Challenge

The insights guided the design team to prioritize:

Simplification of navigation: Reducing the number of pages and identifying relevant data allows for the creation of effective dashboards.
Settings Preview: Providing a clear space to adjust preferences and preview data across widgets.
Improved Interface Design: Developing a more intuitive and cohesive experience tailored to user needs.
Responsive: Since the current application lacks responsiveness, it is essential to design and preview a proper dashboard across different viewports.

By addressing these themes, the design challenge aims to transform pain points into opportunities for improved efficiency, satisfaction, and engagement with the new dashboard pages.

Learning Process

Based on the findings from interviews and tracked events, the team developed a detailed user persona and customer journey. Key user needs—such as navigation, dashboard settings, and identifying the most valuable widgets—guided the creation of a user-centered dashboard, addressing critical improvements.

Reduction of Dashboard Pages: Decreasing the number of irrelevant dashboards and identifying valuable data for users.
Setup Preview: Determining key user requirements to ensure essential data is effectively previewed within the dashboard.
Create Customer Journey Maps:
- Mapping out the current journey to improve data visualization.
- Enhancing the dashboard setup process for better usability.
Developing Prototype Options: Brainstorming and designing multiple prototype variations based on user needs and project constraints.
Responsive Design: Ensuring an optimized mobile experience, as data presentation may vary depending on screen size.
Accessibility: Identifying key colors, textures, and accessibility features to support users with visual impairments, such as color blindness.
Sharing and Testing Prototypes: Presenting prototypes to stakeholders and conducting user testing to gather feedback and identify areas for improvement.

Outcome and impact

Improved Navigation Efficiency: A more intuitive dashboard will reduce the time users spend searching for relevant data, allowing them to focus on insights and decision-making.
Enhanced Data Visibility Customization: Prioritizing essential widgets and providing flexible settings will enable users to access and personalize the data they need more effectively.
Seamless Multi-Device Experience: A responsive design will ensure the dashboard functions optimally across different devices, improving accessibility and usability.
Higher User Satisfaction Adoption: Addressing key pain points will lead to increased user engagement, better retention, and a more seamless overall experience.

Conclusion

By focusing on user needs and pain points, the redesigned dashboard aims to create a more intuitive, efficient, and accessible experience. Simplified navigation, improved data visibility, responsive design, and enhanced accessibility will empower users to interact with the platform more effectively. These improvements not only streamline workflows but also foster greater user satisfaction and adoption. By continuously refining the dashboard based on user insights, the platform will evolve into a powerful tool that enhances decision-making and overall engagement.