Signals Analytics helps world leading brands uncover actionable insights from disparate data, driving smarter product decisions quicker and with less risk.
|My title:||Director of UX|
|Responsibilities:||UX team management, UX, UI, user research, & testing, project management, information architecture|
DISRUPTING THE CONSULTING INDUSTRY
When I joined Signals Analytics, a successful company with multiple 'Fortune 1000' companies as clients and years of consulting experience, it was looking to expand its offering in the form of a product. Transforming a service-oriented offering into a pre-packaged product is a challenging task, especially in a world that is dominated by consultants.
ANALYSIS MADE EASY
As with any new product I started with intensive research, both internal and external. My first insight was that
performing good analysis and making sense of large amounts of data is not an easy task for most of our clients. Even if someone reaches
some kind of insight, connecting several insights in order to reach an actionable conclusion is extremely difficult.
The first goal was to create an experience which simplified the process of analysing a large amount of data points and reaching actionable insights. I defined a new and improved information architecture. Clearly defined principles were used as guidelines during the development of our new product offering. One of the main principles was that at every point during the user's journey, it should be clear what the user is looking at, how she got there, and how to move forward from there. Just providing answers to questions was not an option since in many cases, people don't know what questions should be asked.
ESTABLISHING THE USER PERSONA
After the initial research we were able to define our main user persona. Understanding the persona's goals, fears, skills, and day to day tasks, allowed better understanding of the product needs and its overarching experience.
UNDERSTANDING WORK PROCESSES
Knowing the user was one of the many aspects needed to develop an engaging product. By understanding the customers' work processes we were able to better understand the usecases and adjust our content offering accordingly.
A CLEAR PRODUCT FLOW
For the new product vision we created a clear product flow which ensured ease-of-use and retention. The flow included different scenarios for different types of users.
A NEW APPROACH
After having developed our first release, it was received with great enthusiasm both internally and externally. The product and UX vision have been part of the company's product development and its continued success. Signals has raised over $55M of funding of which $25M was received after the new product vision was introduced.
Users start their journey by selecting a main filter such as geography
Predefined 'narratives' guide the user through a research sequence
The narratives contain multiple interactive dashboards
'Pulse', a built-in digest, provides reports and updates
WORKING AS ONE TEAM
Building and maintaining a large product demands clearly defined work methodologies. My team worked in an organized matter, using pre-defined naming conventions, a library of symbols, and style guides. These resources where shared with the development teams. Combined with elaborate user stories, this left little room for inconsistencies, communicational errors, and unclarities.
Clear style guides ensure consistency in use of UI elements for design and development teams