Analytics Platform for Business
Insights Pro is an analytics tool that allows merchants to see their business performance with access to over 30 individual metrics.
Insights Pro is an analytics tool that allows merchants to see their business performance with access to over 30 individual metrics.
I owned the design of the end-to-end product from beta to initial launch. I also led several meetings with stakeholders during the process.
1 Product designer,
1 Product manager,
1 Program manager,
1 Product marketing,
2 User research,
4 Engineers,
1 QA Engineer
Analytics is one of the most important tools to understand and improve merchants’ business. It has the potential to provide a significant amount of insight into making any critical business decisions.
Research showed that merchants weren’t utilizing the Insights page as much. They believed that the feature wasn’t valuable to them as it provided very limited data—6 metric cards in total including a few that the merchants didn’t draw any insights from.
“For now, it is hard to ask the team to spend more time on certain projects because we only have limited data. There’s not much we can optimize.”
Our team enhanced the feature by providing access to much more in-depth and valuable data to look at. This has increased the merchants’ awareness of how their apps are used by their consumers and enabled them to increase app performance by taking actions on the insights provided.
We conducted interviews with 6 enterprise merchants in high-growth companies. Each merchant responded to high fidelity wireframes that I created which surfaced new proposed metrics. This step allowed us to sort out which metric cards merchants found valuable and which ones they did not. We've placed high-value metrics at the top of each page for ease of use.
I developed a new Insights Pro design for beta MVP with set metrics based on the feedback given by the merchants.
With the new Tapcart design system being worked in parallel, I had the opportunity to redesign visual components for metrics cards. Some major things that I worked on were: updated typography, grid system, color schemes and reinforced accessibility to meet AA standards.
I introduced a new tab system that groups metrics into 5 key areas to allow the user to readily navigate to their specific areas of interest. In addition, our old placement of the date picker felt clunky and didn’t allow space for additional buttons to be added. I redesigned the layout of the date picker to feel more streamlined and can scale effectively with additional buttons.
After launching the beta, we conducted 5 in-depth interviews with selected merchants.
In the beta version, merchants had to click on each performance sector to view related data within each category. We've discovered that merchants didn't like this experience, but instead wanted to be able to digest information at a glance. So, I iterated towards creating a separate table to display aggregated data related to individual push notification.
Merchants wanted to be able to see more than their top 3 performing products. Based on the feedback given, I created an expanded view for each product card so that merchants can view a total of 10 products per card.
After making all the necessary updates to the feature, Insights Pro was officially launched on August 23rd, 2022.
Moving forward, I would like to revisit the categorization of the tabs and see if there is any barrier to navigating them. To test this, we could run an experiment where we examine how fast merchants are able to find a given metric. This will enable us to understand if they see a high correlation between the metrics and the tabs they are housed in.