Context

There are different purposes for a campaign manager to send out campaigns, for example, onboarding new users, driving engagement, or retaining users. After a campaign launched, marketers need to know how does the campaign performed and make sure the delivery is on the right track.

My goal is to design a campaign performance dashboard for marketers to discover insights easily.

Problem

Based on customers' feedback, the main issue of the current dashboard are 1. Confusing interaction and 2. Lack of some important KPIs' information. The diagram below illustrates the issues:

• Some KPI tiles are static; some are toggleable. It's not clear enough for the new user.
• Using icons to represent channels is hard for users to recognize.
• The way to split multiple channels in the different charts is hard to compare and understand the overall trend.
• It's hard to find a specific campaign with the infinite scroll campaign list.
• The date range selection takes too much space.

User Research

“We have different goals for different campaigns, but I mostly care about the conversion rate.”

- Head of Marketing Manager

To better understand what the marketers' goals of monitoring a campaign are, how they monitor the result and what are the pain points in the current workflow,, we interviewed 6 Campaign Managers and 7 Heads of Marketing.

Based on interviews, we categorize our users into two personas:

For Catherine: “Catherine takes an active role in crafting, coordinating, targeting, launching, and analyzing marketing campaigns. After a period of time, she needs to analyze the campaign results and reports to her boss. She also looks into the data from the past campaigns and uses it to create hypotheses for new ones.”

Key points to take from Catherine’s scenarios:

• Catherine needs to analyze the campaign at an aggregate level.
• She checks the metrics to see how the campaigns run overall and in detail.
• She deep dives into the data from campaigns to find out useful information.

For Daniel: “Daniel sets goals for marketing campaigns to drive customer acquisition and engagement. He analyzes data to find the insights that can be tied back to business metrics to drive future strategies. He also presents key findings to the executive team.”

Key points to take from Daniel's scenarios:

• Daniel looks for the high-level metrics, such as audience engagement, goal achieved, or conversion.
• He looks into the data and maps back to the business goals.

Key Findings:

• Both of them care about the numbers.
• Heads of Marketing focus more on high-level metrics and look at the trend to determine marketing strategies.
• Campaign managers pay attention to the numbers associated to the delivery and test hypotheses and analyze the data to make sure the effectiveness of the campaign.

Design Goal

At Kahuna, one of our business goals is to offer more channels in the nearly future, but the current interface doesn't handle the scalability well.

Consider the current dashboard issues, user’s workflow, and our business goals, we defined and prioritized a list of tasks we would like to improve.

• Eliminate all the complicated interactions, such as togglable KPI tiles.
• Clean up and rearrange the position of UI elements, for example, the date range and filter selections.
• Enhance the interaction of the campaign list and make the search efficient.
• Make it scale!

Design Process

Part 1: Where does filter live?

According to our persona research and customer feedbacks, one of the campaign manager’s goals is to review the performance of campaigns and use the data to drive future campaigns. In our current dashboard, filter section takes too much space.

So I came up with different ideas and shared with the team. Then collecting feedbacks from Project Managers and other folks in the design team to evaluate pros and cons of each design solution.

After the consideration, we chose the third solution. The reason is that although hiding filters can save more space, most users prefer to know what filters are selected. Hence, fixing the filter section on the side is easy for users to adjust and view the changes directly.

Part 2: Exploring The KPI Tiles

Togglable KPI?

When we discover the interaction across all analytics dashboard, we find that in some of the dashboards, users can click the KPI tiles to show/hide the metrics, but some of them can’t. Based on the feedbacks from our Customer Success team,When we discover the interaction across all analytics dashboard, we find that in some of the dashboards, users can click the KPI tiles to show/hide the metrics, but some of them can’t. Based on the feedback from our Customer Success team, most users didn't seem aware some KPI tiles are toggles.

How to scale?

The other issue is scalability. When we grow our channels, how to show the breakdowns of the increasing channel.

The other topic related to scalability is how many metrics we should show as KPI tiles? Eventually, we might have more than three channels, and some of the metrics only for one specific channel, such as Unsubscribe is only for email.

We go through several iterations. The final solution is only show the high-level KPIs and group the negative metrics into one bucket, call “attritions” and have a toggle on the top to show/hide the channel breakdown.

If the users want to deep dive into detail, they can go to the specific campaign to see those metrics.

Visual Design

To make the design scale, I identify all reusable components. I standardize color, layout and clean up all the dashboards to make visual consistency.

Visual Design Components

All Analytics Dashboards

High-Fidelity Prototype