TapClicks provides a marketing operations and analytics platform. It has a suite of cloud-based solutions designed to help mainly advertising agencies, and marketers.
I was hired as a Sr. Product Designer, but in the first months became head of product design, leading the design team.
Dashboards provides the ability to our users to pull into a single page all data they wish.
The board decided to move to a new technology, so we had to opportunity to improve a few things we had the feedback from previous conversations.
Method: 1 - 5 Rate Scale
Participants: Broader user base
1. Satisfaction with the dashboard types
2. Customization Importance
3. Visual design
4. Easy of use
5. Learning Curve
Method: Remote Interview
Participants: Mix of beginner, intermediate, and advanced users.
| BegginerLess than 6 months | Intermediate6 months to 2 years | Advanced More than 2 years | |
|---|---|---|---|
| Goals | Easily track campaigns and performance without technical knowledge. | To monitor multiple campaigns and generate reports for clients and team. | In-depth analysis, creates complex dashboards that pulls data from various sources. Automation and advanced features are important. |
| Challanges | Overwhelming interface, hard to know where to start. Combining data from different sources is confusing and not straightforward. |
Combining data sources, requires manual intervention and troubleshooting. The customization options are not enough to tailor the dashboards. |
Combining data from multiple. Sync not accurate, data discrepancies. Not enough advanced customization. |
| Customization | Difficult to customize, limited options, hard to use. | Need more options, and control over how data is presented. | Too basic, requires advanced features like custom scripting. |
| Flows | Confusing navigation. Sometimes, goes to browser history. | Inconsistencies in navigation. Features are hard to find. | Navigation are often broken sometimes hidden in the interface. |
| Visual Design | Outdated and cluttered. Doesn't feel modern. | Outdated. Wishes clean interface. | Interface is dated and not appealing. A modern design would the tool more enjoyable. |
| Learning Curve | Long time to learn how to use the product. Wishes for more training. | Steep learning curve, however manageable. Onboarding new team members is challenging. | Hard to use. Wishes for more resources and advanced tutorials. |
Difficulty Combining Data: Users across all levels reported challenges in combining data from multiple sources, citing it as clunky and inconsistent.
Limited Customization: There is a strong desire for more advanced customization options to tailor dashboards to specific needs.
Outdated Visual Design: The current design is seen as outdated and cluttered, reducing overall user satisfaction.
Inconsistent User Flows: Users experience broken and inconsistent navigation, affecting their ability to efficiently use the product.
Steep Learning Curve: Both beginner and advanced users highlighted the steep learning curve, emphasizing the need for better onboarding and tutorials.
Seamless Data Integration: Simplify the process of combining data from multiple sources to ensure accuracy and ease of use.
Advanced Customization: Provide more robust customization options, including advanced data visualization tools and flexible widget configurations.
Modern Visual Design: Update the visual design to be more modern, clean, and intuitive.
Intuitive User Flows: Ensure consistent and intuitive navigation throughout the product to enhance user experience.
Improved Onboarding: Develop comprehensive onboarding materials and tutorials to help users at all proficiency levels.
How users set up and interact with their dashboards.
| Setting up Dashboards | Data Integration | Customization | Navigation | Performance Monitoring |
|---|---|---|---|---|
| Lack of templates | Sync problems | Requires more customization | There are challenges navigating between sections | Clear Data presentation is crucial |
| Lack of customization | Need of automated data handling | Request of widgets independent customization | Occasional discoverability problems | Data visualization needs deeper insights |
| Lack of guiding | Data discrepancies | Need a guide | Need a clearer navigation | Request simpler and intuitive insights |
| Inicial setup is challenging | Manual data imports problematic | Current customization overwhelming | ||
| Data visualizations needs to be flexible | Request notifications | |||
| Requires design templates | Request simplified import procedures |
Main touch points showcasing the dashboards interactions
After the wireframes, I socialized them and facilitated a workshop with stakeholders to decide what we would be doing or not, so I could start the high-fidelity prototype.
