TEAM
Publicis Sapient
ROLE
UX UI Designer
TIMELINE
Experience Strategist, UI Designer
Visualizing communication channel data for an e-cigarette company
Our team at Publicis Sapient was tasked with building a dashboard for IQOS (Philip Morris Japan), a leading tobacco company, to analyze the performance of their outbound communication channels. The goal was to create a platform that could help them analyze the performance of their e-CRM (email communication) and LINE (commerce chat communication), track user engagement, and improve their overall outreach strategy.
Discovery
Research
The project started with a client hearing session to understand their business goals and challenges. Next, we conducted competitive research to understand the industry's best practices in designing performance dashboards. We analyzed various dashboards from companies in different industries, identified common features, and evaluated their effectiveness in communicating data.
User Interview
"The dashboard aims to provide a summary of the performance of outbound communication through email and LINE across various months and years. The objective is to offer the respective outbound channel manager a comprehensive view of past data, enabling them to make more informed decisions."
Head of Digital Loyalty - Philip Morris
The client desires to monitor specific key performance indicators, such as
- Email opens and open rate
- Click-through rate
- Traffic distribution
The performance data will ideally be presented in the form of numerical values for opens and CTR and through charts for traffic distribution.
Furthermore, it should be possible to filter the performance of recent dispatches based on the selected time frame, such as weekly, monthly, or yearly.
Develop
We started to sketch out the information architecture and define the page structure of the dashboard. We divided the dashboard into several sections based on the different metrics and created wireframes to explore different layout options. The design had to be flexible to accommodate future requirements and easy to understand for users with different levels of expertise.
Information Structure
Building upon the information architecture we had created, we then proceeded to sketch out various metrics and explored different ways to effectively display them on the dashboard. Here are some of the initial roughs sketches.
Overview Dashboard Structure
Campaign Dashboard Structure
Once we had the information architecture and page structure in place, we created wireframes to flesh out the design. We used a tool like Sketch to create wireframes of each section of the dashboard, making sure that the layout was easy to understand and that the most important data was given prominence.
Wireframe
Deliver
And after the wireframes were approved through some alignments with clients, we created a high-fidelity (HIFI) design of the dashboard. We used a modern and clean design style, with the brand color palette and clear typography. We made sure to use visual cues like icons and charts to help users understand the data at a glance.
HiFi Design
Outcome & Learnings
The dashboard project for IQOS (Philip Morris) resulted in significant positive outcomes for both the client and the end-users.
- Firstly, the client satisfaction rate notably improved from 70% to 90% in the quarter following the launch of the dashboard. This demonstrates how the availability of the dashboard helped to improve user satisfaction.
- In addition to the dashboard's usefulness for the client, the insights and data analysis that could be derived from it also had positive effects. The click-through rates of subsequent communications increased by 20-25% in the two to three months following the launch of the dashboard. This demonstrates the effectiveness of the dashboard in enabling the client to make data-driven decisions that resulted in positive outcomes for their business.
Through this project, we also gained valuable learnings. One key learning was the importance of creating an app or platform that considers how the business will use it as a tool to make their job easier, while also taking into account the end user or customer's behavior. By prioritizing both aspects of the user experience, we were able to create a dashboard that was not only effective but also well-received by both the client and the end-users.
Posted
Feb 1, 2023
