Improving the UX of a marketing analytics tool to increase usability
By: Manuel Cespedes
Improving the UX of a marketing analytics tool to increase usability
By: Manuel Cespedes
Improving the UX of a marketing analytics tool to increase usability
By: Manuel Cespedes
Product Design
Interaction Design
UX / UI Design
Prototyping
Research
Company
Foureyes
Company
Foureyes
Role
Product Designer
Role
Product Designer
Team
Product Design
Team
Product Design
Dates
Aug 2022 - Nov 2022
Dates
Aug 2022 - Nov 2022
Relevant Links
Relevant Links
Relevant Links
Note
To learn more about this project, please contact me via email or social media.
Note
To learn more about this project, please contact me via email or social media.
Note
To learn more about this project, please contact me via email or social media.
Overview
The goal of this project was to improve the user experience of Foureyes, a SaaS product used by businesses to gain customer behavior insights. The team focused on addressing specific user pain-points and enhancing it's call tracking features to be more findable, reliable, and usable.
Overview
The goal of this project was to improve the user experience of Foureyes, a SaaS product used by businesses to gain customer behavior insights. The team focused on addressing specific user pain-points and enhancing it's call tracking features to be more findable, reliable, and usable.
Overview
The goal of this project was to improve the user experience of Foureyes, a SaaS product used by businesses to gain customer behavior insights. The team focused on addressing specific user pain-points and enhancing it's call tracking features to be more findable, reliable, and usable.
Background
Foureyes Omni-Tracking is a comprehensive tool designed to help marketing managers gain insights into customer behavior across multiple channels, including websites, email, social media, and phone calls. To track calls users create and manage two types of tracking numbers.
Background
Foureyes Omni-Tracking is a comprehensive tool designed to help marketing managers gain insights into customer behavior across multiple channels, including websites, email, social media, and phone calls. To track calls users create and manage two types of tracking numbers.
Background
Foureyes Omni-Tracking is a comprehensive tool designed to help marketing managers gain insights into customer behavior across multiple channels, including websites, email, social media, and phone calls. To track calls users create and manage two types of tracking numbers.
Role
As the product designer, I led the end-to-end design process from initial research to the final implementation, working closely with the product management and development teams. My primary responsibility was to drive improvements in the user experience and ensure the product met the needs of our target users.
Role
As the product designer, I led the end-to-end design process from initial research to the final implementation, working closely with the product management and development teams. My primary responsibility was to drive improvements in the user experience and ensure the product met the needs of our target users.
Role
As the product designer, I led the end-to-end design process from initial research to the final implementation, working closely with the product management and development teams. My primary responsibility was to drive improvements in the user experience and ensure the product met the needs of our target users.
Problem
From research we learned that users found the existing call tracking features difficult to find, trust, and use. All users required some sort of training or support in order to use them. They had difficulties in locating the features, understanding how they worked, and in completing essential tasks.
Problem
From research we learned that users found the existing call tracking features difficult to find, trust, and use. All users required some sort of training or support in order to use them. They had difficulties in locating the features, understanding how they worked, and in completing essential tasks.
Problem
From research we learned that users found the existing call tracking features difficult to find, trust, and use. All users required some sort of training or support in order to use them. They had difficulties in locating the features, understanding how they worked, and in completing essential tasks.
Solution
Through iterative design and user testing we identified key areas for improvement. The final solution consisted of an updated information architecture, new user interfaces, improved content, and thoughtful use of components and interactions.
Solution
Through iterative design and user testing we identified key areas for improvement. The final solution consisted of an updated information architecture, new user interfaces, improved content, and thoughtful use of components and interactions.
Solution
Through iterative design and user testing we identified key areas for improvement. The final solution consisted of an updated information architecture, new user interfaces, improved content, and thoughtful use of components and interactions.
Number Management
We improved number management by providing better organization and visualization of data, enabling users to quickly analyze and manage their call tracking numbers.
Number Management
We improved number management by providing better organization and visualization of data, enabling users to quickly analyze and manage their call tracking numbers.
Number Management
We improved number management by providing better organization and visualization of data, enabling users to quickly analyze and manage their call tracking numbers.
Number Creation
We streamlined the process of selecting, acquiring, and creating tracking numbers, making it more intuitive and easier to use.
Number Creation
We streamlined the process of selecting, acquiring, and creating tracking numbers, making it more intuitive and easier to use.
Number Creation
We streamlined the process of selecting, acquiring, and creating tracking numbers, making it more intuitive and easier to use.
Number Creation
We streamlined the process of selecting, acquiring, and creating tracking numbers, making it more intuitive and easier to use.
Number Creation
We streamlined the process of selecting, acquiring, and creating tracking numbers, making it more intuitive and easier to use.
Number Creation
We streamlined the process of selecting, acquiring, and creating tracking numbers, making it more intuitive and easier to use.
Results
After implementing the improvements, the call tracking features saw significant positive changes in user experience, leading to increased user satisfaction and user engagement. The changes enabled the team to improve the value of an existing product, reduce the number of call tracking support tickets, and lay the groundwork for a stand-alone product.
Results
After implementing the improvements, the call tracking features saw significant positive changes in user experience, leading to increased user satisfaction and user engagement. The changes enabled the team to improve the value of an existing product, reduce the number of call tracking support tickets, and lay the groundwork for a stand-alone product.
Results
After implementing the improvements, the call tracking features saw significant positive changes in user experience, leading to increased user satisfaction and user engagement. The changes enabled the team to improve the value of an existing product, reduce the number of call tracking support tickets, and lay the groundwork for a stand-alone product.
Results
After implementing the improvements, the call tracking features saw significant positive changes in user experience, leading to increased user satisfaction and user engagement. The changes enabled the team to improve the value of an existing product, reduce the number of call tracking support tickets, and lay the groundwork for a stand-alone product.
Results
After implementing the improvements, the call tracking features saw significant positive changes in user experience, leading to increased user satisfaction and user engagement. The changes enabled the team to improve the value of an existing product, reduce the number of call tracking support tickets, and lay the groundwork for a stand-alone product.
Results
After implementing the improvements, the call tracking features saw significant positive changes in user experience, leading to increased user satisfaction and user engagement. The changes enabled the team to improve the value of an existing product, reduce the number of call tracking support tickets, and lay the groundwork for a stand-alone product.
Outlining the Problem
The call tracking technology allows users to meet their need to track, analyze, and categorize data from inbound phone calls. To integrate this data users have to create call tracking numbers and manage them. Traditionally these tasks have been handled by the customer support team, however due to the sheer volume of support tickets and leadership interest in exploring a stand-alone call tracking product, the team decided to focus in this problem space.
Outlining the Problem
The call tracking technology allows users to meet their need to track, analyze, and categorize data from inbound phone calls. To integrate this data users have to create call tracking numbers and manage them. Traditionally these tasks have been handled by the customer support team, however due to the sheer volume of support tickets and leadership interest in exploring a stand-alone call tracking product, the team decided to focus in this problem space.
Outlining the Problem
The call tracking technology allows users to meet their need to track, analyze, and categorize data from inbound phone calls. To integrate this data users have to create call tracking numbers and manage them. Traditionally these tasks have been handled by the customer support team, however due to the sheer volume of support tickets and leadership interest in exploring a stand-alone call tracking product, the team decided to focus in this problem space.
Understanding the Users
To gain a deeper understanding of our users we analyzed support tickets and we looked at previous user research to create a proto-persona. Then when we made considerable progress and were aligned on a vision, I ran usability tests to get user feedback.
Understanding the Users
To gain a deeper understanding of our users we analyzed support tickets and we looked at previous user research to create a proto-persona. Then when we made considerable progress and were aligned on a vision, I ran usability tests to get user feedback.
Understanding the Users
To gain a deeper understanding of our users we analyzed support tickets and we looked at previous user research to create a proto-persona. Then when we made considerable progress and were aligned on a vision, I ran usability tests to get user feedback.
Proto-Persona
We developed a proto-persona to better understand our target users and guide our designs, it was based on the Jobs-to-be-Done (JTBD) framework, previous research, and a collective understanding of our target users.
Proto-Persona
We developed a proto-persona to better understand our target users and guide our designs, it was based on the Jobs-to-be-Done (JTBD) framework, previous research, and a collective understanding of our target users.
Proto-Persona
We developed a proto-persona to better understand our target users and guide our designs, it was based on the Jobs-to-be-Done (JTBD) framework, previous research, and a collective understanding of our target users.
User Testing
As the project progressed I planned and conducted usability studies. I started with live drafts of a research plan and usability script, received feedback from the rest of the team, scheduled and ran the studies, and then delivered key findings documents.
User Testing
As the project progressed I planned and conducted usability studies. I started with live drafts of a research plan and usability script, received feedback from the rest of the team, scheduled and ran the studies, and then delivered key findings documents.
User Testing
As the project progressed I planned and conducted usability studies. I started with live drafts of a research plan and usability script, received feedback from the rest of the team, scheduled and ran the studies, and then delivered key findings documents.
Deriving Solutions
Pain-Point #1
Inefficiently integrated call tracking features within a larger suite of marketing tools.
Key Findings
The current technology is hidden away in the System Account UI
The two types of tracking numbers are separated into their own UI
The existing interfaces and interactions that are not cohesive to the other product features
Solution
Combine and surface the features from clunky settings interfaces into a consolidated and easier to use interface. Align the visual language of the UI using existing components for consistency and cohesiveness.
Deriving Solutions
Pain-Point #1
Inefficiently integrated call tracking features within a larger suite of marketing tools.
Key Findings
The current technology is hidden away in the System Account UI
The two types of tracking numbers are separated into their own UI
The existing interfaces and interactions that are not cohesive to the other product features
Solution
Combine and surface the features from clunky settings interfaces into a consolidated and easier to use interface. Align the visual language of the UI using existing components for consistency and cohesiveness.
Deriving Solutions
Pain-Point #1
Inefficiently integrated call tracking features within a larger suite of marketing tools.
Key Findings
The current technology is hidden away in the System Account UI
The two types of tracking numbers are separated into their own UI
The existing interfaces and interactions that are not cohesive to the other product features
Solution
Combine and surface the features from clunky settings interfaces into a consolidated and easier to use interface. Align the visual language of the UI using existing components for consistency and cohesiveness.
Pain-Point #2
Difficulty in understanding, acquiring, and creating new tracking numbers for different marketing needs.
Key Findings
The current content is not helpful for most users to understand how this “complex technology” works
The current creation process uses form inputs that are daunting to complete and not informative
There is no clear call-to-actions and key interactions can be simplified
Solution
Use more thoughtful content, interface components, and feedback interactions so users can complete the creation process with more confidence. A stepper component (aka wizard) makes each selection feel more intentional and reduce cognitive load.
Pain-Point #2
Difficulty in understanding, acquiring, and creating new tracking numbers for different marketing needs.
Key Findings
The current content is not helpful for most users to understand how this “complex technology” works
The current creation process uses form inputs that are daunting to complete and not informative
There is no clear call-to-actions and key interactions can be simplified
Solution
Use more thoughtful content, interface components, and feedback interactions so users can complete the creation process with more confidence. A stepper component (aka wizard) makes each selection feel more intentional and reduce cognitive load.
Pain-Point #2
Difficulty in understanding, acquiring, and creating new tracking numbers for different marketing needs.
Key Findings
The current content is not helpful for most users to understand how this “complex technology” works
The current creation process uses form inputs that are daunting to complete and not informative
There is no clear call-to-actions and key interactions can be simplified
Solution
Use more thoughtful content, interface components, and feedback interactions so users can complete the creation process with more confidence. A stepper component (aka wizard) makes each selection feel more intentional and reduce cognitive load.
Final Designs
After iterating on the designs with the product and engineering teams, and incorporating user feedback from research and testing I delivered the final designs. This consisted of a mix of visuals, guidelines, and recommendations for development.
Final Designs
After iterating on the designs with the product and engineering teams, and incorporating user feedback from research and testing I delivered the final designs. This consisted of a mix of visuals, guidelines, and recommendations for development.
Final Designs
After iterating on the designs with the product and engineering teams, and incorporating user feedback from research and testing I delivered the final designs. This consisted of a mix of visuals, guidelines, and recommendations for development.
Design Iteration
I worked on the designs via rapid-iteration, which involved creating wireframes, mockups, and prototypes. My process was centered around delivering weekly value and making sure we met business and user goals.
Design Iteration
I worked on the designs via rapid-iteration, which involved creating wireframes, mockups, and prototypes. My process was centered around delivering weekly value and making sure we met business and user goals.
Design Iteration
I worked on the designs via rapid-iteration, which involved creating wireframes, mockups, and prototypes. My process was centered around delivering weekly value and making sure we met business and user goals.
Design Failures
Some initial design ideas, such as a separate detail view or using a card layout, did not resonate well with users. We learned from these failures and adapted our designs to better align with user needs.
Design Failures
Some initial design ideas, such as a separate detail view or using a card layout, did not resonate well with users. We learned from these failures and adapted our designs to better align with user needs.
Design Failures
Some initial design ideas, such as a separate detail view or using a card layout, did not resonate well with users. We learned from these failures and adapted our designs to better align with user needs.
Impact
The redesigned call tracking features led to increased user satisfaction and user engagement rates. The improved UX enabled users to understand the value of the call tracking technology, and efficiently create, manage, and configure call tracking numbers to optimize their marketing efforts.
Impact
The redesigned call tracking features led to increased user satisfaction and user engagement rates. The improved UX enabled users to understand the value of the call tracking technology, and efficiently create, manage, and configure call tracking numbers to optimize their marketing efforts.
Impact
The redesigned call tracking features led to increased user satisfaction and user engagement rates. The improved UX enabled users to understand the value of the call tracking technology, and efficiently create, manage, and configure call tracking numbers to optimize their marketing efforts.
Learnings and Insights
Rapid design iteration works
Continuously iterating on designs based on stakeholder and user feedback helped us identify what worked and what didn't, leading to more refined and effective solutions.
The best user research is adaptive
Researching competitors and learning about the technology was important to providing valuable solutions. Analyzing support tickets and conducting user testing also serve as user research, helping us understand users further.
Collaboration is being transparent with process
Collaborating closely with product managers, developers, and other stakeholders was key to creating a successful, well-rounded product that met users' needs and business goals.
Learnings and Insights
Rapid design iteration works
Continuously iterating on designs based on stakeholder and user feedback helped us identify what worked and what didn't, leading to more refined and effective solutions.
The best user research is adaptive
Researching competitors and learning about the technology was important to providing valuable solutions. Analyzing support tickets and conducting user testing also serve as user research, helping us understand users further.
Collaboration is being transparent with process
Collaborating closely with product managers, developers, and other stakeholders was key to creating a successful, well-rounded product that met users' needs and business goals.
Learnings and Insights
Rapid design iteration works
Continuously iterating on designs based on stakeholder and user feedback helped us identify what worked and what didn't, leading to more refined and effective solutions.
The best user research is adaptive
Researching competitors and learning about the technology was important to providing valuable solutions. Analyzing support tickets and conducting user testing also serve as user research, helping us understand users further.
Collaboration is being transparent with process
Collaborating closely with product managers, developers, and other stakeholders was key to creating a successful, well-rounded product that met users' needs and business goals.
mgcesp@gmail.com
+1 786.351.1255
Thank you for visiting ✌️
Built with 💪
mgcesp@gmail.com
+1 786.351.1255
Thank you for visiting ✌️
Built with 💪
mgcesp@gmail.com
+1 786.351.1255
Thank you for visiting ✌️
Built with 💪