Portfolio of Product Design Leader Holly Reynolds

Holly Reynolds

Deeper Conversion Insights with Data Comparison

My roles: Product Designer, UX Researcher, UX Strategist

Enterprise Product Managers need the ability to view user conversion data in metadata groups in order to both more granularly understand their users as well as compare groups.

How might we allow product managers (represented by our persona, Pam) to assign work within multiple boxes of time that are related to one another for reporting and tracking work in such a way that it rolls up to higher company goals and initiatives?

The Opportunity

Increase adoption and engagement of feature within 90 days

Key metrics:

Increase total funnels ran by 20%
Increase number of visitors running funnels by 7.5%
Increase retention of report usage by 20%

The Process

This product-gap opportunity surfaced both in customer interviews as well as qualitative feedback within the product. We felt it was low risk-high reward chance to deliver a deeper analytics experience to our customers. .

Because the hypothesis I would've had was well validated with existing data, I moved into the solution phase with my PM and tech lead.

Design & research goals:

align with existing data reporting patterns elsewhere the product
understand the opportunities and successes with our proposed design solutions including layout of the data, filtering options and default states of charts & tables
get a deeper understanding of what else may be valuable in relation to grouping conversion data

I created a few proposed methods of how the data may be queried and then displayed both in the the visualizations of the charts as well as the breakdown table.

I also created a research plan outlining the goals, timelines and methodologies we would be using. There was a mix of both moderated and unmoderated research needing to get certain questions answered. For the most complex questions, we went with moderated calls and prototypes tested with customers. For more general layout and visual design questions, I leveraged usertesting.com to conduct unmoderated prototype testing.

Holly Reynolds

Holly Reynolds