Here’s a Customer Data Platform that will make your life easier.
This was a pro-bono project which involved us (a group of 4) to redesign and iterate the custom segment builder section for Meiro. A challenging project at least for myself as I have no idea what a customer data platform was.
So I became curious.
I started doing research to find out more. I read a customer data platform unify your customer behavior data into one actionable view. Okay, make sense but I still don’t quite understand how it worked.
I became more curious. Ah, so companies had various marketing touch points of their customers in the online shop, retail, mobile app… Their information is stored in these data silos but these silos are not talking to each other. Meiro retrieved this information and customized according to one’s need. With a few clicks, your teams — marketing, customer service or sales can create deeper personalizations. This could apply to Electronic Direct Mail, Facebook Ads, Data Management Platform, Customer care, Programmatic Ads…
Wow. Just WOW.
The brief given to us was to redesign. Wait, but is there really a problem? Because we only have 3 weeks — we need to be efficient and customize the right UX toolkit for this project. Having said that, we mapped out the process into 3 main parts: research, analysis, and development.
- Research Methodology
- Research Segment
- Heuristic Evaluation
- User Testing & Interviews
- Problem Statement
- Solution Statement
- Customer Journey Mapping
For Research Methodology
We were looking from Discovery to Development in 3 phrases. Phase 1 & 2 were based on moderated & unmoderated testing. For moderated testing — it was conducted face to face. We wanted to identify user’s experience & impression with Meiro, understanding how users’ way of creating a segment, and to observe users’ reaction to Meiro’s user interface. For Phase 3 — through the moderated interviews, we need to get feedback from our revised tweaks, the user experience after the changes.
Our Research Segment Report showed that the target audience for Meiro was this group of users (highlighted in blue) who were open to advancing their work efficiently — be it marketing, sales or others. They were open to embracing technology in order to create successful and easily executed campaigns. They could also see the power of using Customer data platform in their work, especially for marketing.
This was done internally by the team to help identify potential usability problems in the user interface design.
User Testing & Interviews
We started recruiting users and managed to find 13. All of them are relatively tech-savvy as they’ve used similar platforms for their work before. Some of them are currently working in Google, Govtech, Chopard, Adobe, National Gallery — to name a few. I’m going to keep their identities confidential in this post.
After the testing & interviews, 4 key problem areas were identified:
A.The design of the attributes
B. Filter conditions
D. User Interface
Essentially, these were the hotspots on the platform so it’s critical we got to the root of the problem. Also, some participants pointed out that they needed some kind of a tutorial to get started — it wasn’t that intuitive.
With the findings, we started affinity mapping to map out the problems into the 4 key areas.
“How might we improve the UI so that users will find it more intuitive to complete the task?”
“How might we improve the features for the custom builder segment so that users can complete the task easily?”
We use the How Might We thinking framework because it doesn’t suggest a particular solution, but gave us room for innovative thinking. With that, we created our problem & solution statement.
A marketer’s experience creating segments on Meiro is disrupted because the current interface is not easily relatable to them. If these problems are not addressed, it will affect Meiro adoption rate amongst marketers.
By designing an interface that marketers can relate to, Meiro can help create custom segments easily to meet their marketing needs.
Personas & customer journey map
We created personas to give our clients a better understanding of their customers. These will help to develop solutions, and services based on the needs and goals of their users. We also created the customer journey maps to highlight their touch-points on Meiro.
So many things to do, and so little time. We used a high impact & low effort metric as well as MoSCoW to decide what features we could deliver within 1.5 weeks we had left.
Task Testing & Concept Selection
In lieu of time and resources, we separated the features to be tested into two categories — task testing & concept selection. We ran a high-fidelity Axure prototype of the revised platform and current one on 2 separate laptops. 8 Concept Selections were also presented for testing and we conducted a System Usability Scale (SUS) feedback on an iPad. With the help of 2 research members, we were able to recruit 7 users for 20-minute tests.
From the results, we gathered…
We added a sort function for the new fields on the segment builder, this allowed the user to sort the segments by each category. It also provided them with ease to see the segment details at a glance.
This new feature/interaction allowed users to easily select the segment now — they knew exactly where they were. Previously, they had to scroll over the title of the segment to select it. We also added the sticky function so marketers now could make some segments a priority. Usually, they work on a few campaigns at a time. With this function, they could prioritize better.
The toggle function was widely challenged for its design ambiguity. A lot of users were unsure which state they were currently in. Hence, we redesigned it to make it clearer to the user. Now they knew exactly which state they chose.
All the users were confused and unsure of the ’N’ icon. While the intention was to negate the condition, the usage of the function is debatable. No one git it. The exclude or ‘not equals to’ condition within each attribute would suffice. By removing the ’N’ icon, users were less confused now. Another feature to note was the drag icon which allowed users to move or sort the panels. Many users were unsure of the previous icon. Now, by changing to this icon here, our testing showed more users were able to comprehend it better now.
Many users found it difficult to go through the long list of attributes especially when they were not in order. To better facilitate this experience, we matched the right conditions with the right attributes. This made it more efficient and accurate while creating segments.
All the users found it a hassle when they were trying to select a date. It wasn’t the most user-friendly calendar. We changed the UI to make it easier to select the different month and year now.
Post-test Diagnostic SUS score
Round 1: 48.5/100
Round 2: 86/100