002.jpg

Design Strategy, Leadership

Earning Customer Trust

 
I led designers to modernize a marketing and analytics tools which transformed the experience of over 10,000 business network locations across 150 major brands.
 
 

Overview

Centermark (now known as “Web.com For Enterprise”) was a product who’s growth was generated by the need of customers to analyze their marketing data. New features were being added but churn rate was increasing while customer acquisition was decreasing. A big problem was emerging: the product wasn’t flexible to the needs of our customers. 

When I began working at Web.com, Centermark was a non responsive desktop site which was not as modern as other marketing and analytical tools — users wanted the ability to drill down into their data, edit marketing campaigns, and see clear visualizations to understand how their marketing dollars were being used. 

 

Before Redesign

When I began working at Web.com, Centermark was a non responsive desktop experience.

 
 

 

Role

I lead designers across 3 product teams while regularly working with internal developers and product management.

I drove designers to solve problems by having them collaborate across their multifunctional team. I attended design reviews and facilitated design thinking workshops to improve on how the team researched, designed, prototyped and validated throughout their sprints.

 

Research

To deconstruct the tasks that our customers want to accomplish, we used the “Jobs-to-be-done” framework.

Centermark’s customers are franchisee owners and Franchisors (network owners) who are empowered with business intelligence and digital marketing tools, allowing for success at the local and network level.

We learned: 

  • Customers have limited time to spend on marketing data.

  • It’s hard for them to understand their ROI.

  • They need to be able to back up marketing investment decisions to their Board of Directors.

  • Customers are willing to invest in opportunities which generate high ROI.

 Centermark’s clients include over 10,000 business network locations across 150 major brands.

Centermark’s clients include over 10,000 business network locations across 150 major brands.

 
franchisor.jpg
 

 

Design Strategy

In order to deliver product value to our users, I collaborated with managers and designers to formulate a feature release strategy. Our teams were tasked to improve the product experience by rolling out these features:

  1. Accessible color scales for Data Visualization

  2. Construct a design library.

  3. Create a responsive mobile experience.

  4. Provide a more powerful map visualization of a network. 

 
The work was road mapped and divided amongst the product teams. Designers collaborated with each other as well as with their respective teams. Each team spent numerous sprints adjusting and delivering features based on the user feedback they received.
 
 

1. Accessible Color Scales for Data Visualization

- The Business Intelligence Team
 

Designers created an accessible color palette for charts and visualizations. The work being done had to consider being readable by the wide range of users including those who are color blind. To reach a high accessibility standard, designers combined scientific research and visual aesthetics to create an effective color palette for data visualization.

 

Product Designers presented two variations of an accessible color stack for data visualization. One palette was scientifically driven, while the other was influenced by the analogous colors of a sunset.

 
 

2. Design Library

- The Business Intelligence Team
 

To reduce costs and increase consistency across the product, designers and developers created a UI library of modular components.

 

Teams were able to create meaningful insights for their customers.

 
 

3. Responsive Mobile Experience

- The Offers Management Team
 

The product team launched a mobile service where users received SMS performance notifications. In the mobile experience, users view performance trends, benchmark against other locations and receive

 
 

4. Network Monitoring

- Business Intelligence Team

Designers learned that multi-location business owners wanted to created deep visibility into their marketing campaigns. A comprehensive map tool was created which allowed for monitoring trends across entire networks.

 

 

Outcome

The runway looks bright.

We successfully simplified the experience by sunsetting 90% of our custom reports into 15 powerful drill down charts. We increased the average time per session, and improved user engagement. These lead to outstanding revenue growth.

 
devices.jpg

User engagement increase

97% of users logged in monthly.

snap.jpg

YOY revenue growth

In 2017

modular.jpg

Increase in session time

 Increased average time per session from 1 min and 30 sec to 10 min and 42 sec.