Insights Hub Experience
Problem Statement: Users within the Commercial Insights product ecosystem interact and generate a lot of insights across many different products. None of these product experiences are connected, nor are the outputs from these products in one centralized place. This requires users to do a lot of manual work to share out their insights and findings from their work.
Project Goal: Define a new experience that gives users and their teams a centralized place for all of their work to be housed and allow them to easily explore to find insights and projects they didn’t know existed across their teams and company.
My Role: I was the Lead User Experience Designer for this project. I designed the concept, wireframes and prototype. I also wrote the research brief, script and facilitated the validation research for this concept.
Client
84.51˚ LLC
Year
Late 2022
Project Kickoff & Concept Definition
This project was a direct opportunity that came out of the product ecosystem thinking research that I did. This was one of the main opportunities that I thought would provide a lot of compounding value across all users and the teams that they work with. This experience would ideally introduce new ways to surface other insights projects in existing products and remove all of the manual work that teams have to do when it comes to sharing the insights they gain and the work that they do across all of their Insights products. I first started off my sketching the concept out of what it could be.
Wireframes & Prototype
After defining the concept I designed how the experience would come to life. I then created wireframes and a prototype that would bring the concept to life.
Validating the Concept through Research
After creating the wireframes and prototype I lead and facilitated validating the concept with 5 of our CPG clients through 1 hour moderated user research sessions. I wrote the research brief, script and worked with our sales team to find the right clients for the research to validate the concept with. After I synthesized the research I presented the findings back to the team. The Product Owner decided at the time to put this experience opportunity on the backlog. Even though the work wasn’t prioritized it is still fully validated and ready to be picked up by an engineering team whenever the Product Owner is ready.
Research Hypothesis
We believe if we make it easier for users to understand all the insights and insights reports their company has generated, then they will be able to reduce rework and save time by easily knowing what has already been done and leverage it.
Research Questions
Would recommending insights, similar insights projects or reports via the 84.51˚ Stratum experience reduce rework or save them time? (Ease of Use)
Does giving them access to view and explore all previous insights projects and reports save time or reduce rework? (Ease of Use)
Does giving them access to view and explore all previous insights projects and reports enable them to discover more insights they weren't previously aware of? (Discoverability)
Findings
Recommending Insights Projects
Save time and reduce rework:
Insights by report will save time by reducing the manual interpretation of the report results
Recommending next reports and allow them to context carry their selections to the next report will reduce rework and save time
Callouts:
The similar insights projects or reports have to be relevant to their current report selections, business question they are trying to answer or common usage patterns.
There may be a limited quantity of other insights projects to show based on size of client and how much they engage with other 84.51º insights solutions.
Recommended reports would have to be intuitive and change based on my behavior or the business question they are potentially trying to answer.
Shared Access to All Insights Projects
Save time and reduce rework:
Reduce time it takes to start answering a business question by cloning or starting from an old report
Save time by removing the barrier of manual sharing of insights projects and findings that exist today
Quickly understand key takeaways from a project or report
Provide a faster starting point for someone to understand what has been done before and why, when answering a business question in the past
Callouts:
users would need to change their way of working when it comes to answering a business question by starting in the Insights Hub and exploring
Search would need to be very good across business question, content type or context.
Discovery More Insights
Discoverability:
Ability to uncover insights you might not have known about otherwise
Provide different ideas on how to solve a question through other users projects and reports
Onboarding - Would allow new people to the company or a category to easily understand what's been done in the past
Callouts:
Projects and reports need to curated by users and include information on insights gained, why it was run and business questions it answered
Users would need to control the content that appears in the Insights Hub (opt-in)
Users would want a level of permission control on who can see their given insights projects or reports
Project Concept Callout
During all 4 our our research sessions, each user brought up the idea of creating a story or project that would be able to be shared and curated in the Insights Hub experience. Keep reading for details and to view a few clips that describe it in detail directly from the users:
Project contains many reports
Based on recurring meetings or recurring business question asks
Save time by quickly re-running or cloning to tweak it for a new lens