Focus of the project: Redesign of retail SaaS platform
My role: Design strategy, end-to-end product design
Success criteria: Improved UX experience, 100% adoption of the new retail media platform
Epsilon Retail Media Hub is a retail SaaS platform which was formerly known as a Citrus Client developed by a company called Citrus Ad. Citrus Ad was acquired by an US-based company Epsilon and there was a need to redesign the platform to align the branding and improve the user experience. I came on board as a senior product designer to help with the product design and design strategy of the platform. There was a strong need for design strategy as there was no one in product design leadership at that time.
Main challenges at the start of the project:
-Limited design capacity - product design team was down from 4 people to 1
-Transitioning from CitrusAd branding to Epsilon Retail Media branding
-Fragmented user experience - separate reporting and campaign management tools which had to be unified
-Operating in a fast paced environment with tight deadline
-The process of planning design work ahead had a room for improvement
-Due to limited design capacity there was no overall ideal user journey and overall look
Similarity with building a house without a blueprint
Improvements in design planning:
In order to improve the design planning and visibility and to make sure the design is done a cycle ahead of engineering I proposed to establish a design board in Jira and move the design tasks from the third party tool used at the time. This would bring the following improvements:
-Better visibility of design tasks as members of cross-functional team had access to Jira and all engineering planning was done there. The previous tool used for design tasks was only accessible to a few people.
-Better planning of design tasks via 2-week design sprints. This would improve the process of finalising design tasks ahead of engineering work.
Design Jira board
Design sprint:
In order to tackle the other problems with the platform I proposed to run a reporting design sprint. There were a few goals of this design sprint:
-Come up with an ideal user journey an navigation of the platform that would combine the campaign management and reporting in an intuitive way
-Go through the main user pain points of the old platform
-Think of an overall look and feel of the platform
-Re-examine the reporting and think how to present it in a more digestible way
Design sprint usually runs for a consecutive 5 days, but due to the small size of products design and the rest of the design workload it was only possible to allocate 5 afternoons. Additionally, the user testing was done in the couple of weeks after main design sprint work was done.
The plan for the design sprint
Ideal user journey
Voting on HMWs
Moodboarding
Wireframes
Previous platform look:
The previous platform was called Citrus Client and had a slightly outdated look.
Prototype for the new platform:
The main user pain points addressed in the prototype were the following:
-Difficulties with navigation
-Filtering and sorting
-Absence of home page with actionable insights and main performance data
-No combined date range selector (3 separate fields to select a date rage)
Dashboard with actionable insights
Combined datepicker
There are a lot of reporting metrics hence there was a need for customisation of the columns to give flexibility to different types of users.
Campaign manager page
Campaign manager page
Previous campaign reporting was scattered across the platform so we brought it into one place.
Feedback from user testing:
The feedback was largely positive with the following main themes:
1. Customisation - All participants expressed the need for customisation of the columns in tables, graphs and metric cards
2.Actionable insights - All participants wanted it “bigger and better”
3.Exporting - All participants expressed the need for a table level exporting and a campaign level exporting
4.Reporting in one place - All participants agreed that reporting at a campaign level makes sense and is intuitive
