Overview Dashboard
Guiding new users to set up their accounts correctly and providing them with a clear overview of their campaigns
Just like other heavy-data products, our system is equipped with data and insights, but it all comes down to a line on a table or a report you can export, which makes it harder for our users to see the big picture. I've realized users need a place they can get a snapshot of their performance.
Problem
When a new user first arrives at a screen that is supposed to be full of data and sees just a plain empty state, it can feel a bit sad. So I used this space to help our users get familiar with our system and push them into completing our basic account setup.
Problem #1
Users struggle to find high-level information about their campaigns performance
Problem #2
New users fail to complete their initial account setup tasks
Hypothesis
Providing users with a view that allows them to evaluate their campaigns at a higher level, understand what's working and where to focus their efforts, along with helping them set up their accounts, will increase spend retention and reduce churn.
Main KPI
Increase % Successful Onboarding
Possible Solutions
I've examined a few options for helping users set up their accounts, including guided tours, onboarding flows, and dedicated messages for each step. It was clear to me that we could use the existing space we already have and cut down on dev time and friction points by doing so.
Goals
Our main KPI was not the only indicator of success for this feature. Other goals helped us determine whether to proceed with the next development phase
Increase % of users adding payment method
Increase % of users creating campaigns
Increase % of users installing a pixel
Increase % of users setting a conversion
Phase 1
Fill the Void
Main Sections
The page has been split into four main sections, each one aims to help users in different problems, and lead them to success
Personalized welcome message to get users attention
Account setup list to guide users to sucsess
Helpful articles and resources to help users learn the basics
Clear call to actions through our main funnel
Results
Increase % of users creating campaigns
Increase % of users installing Pixel
*Due to privacy reasons I'm not able to specify the exact measurements and numbers*
Phase 2
Fill the Data
Once we've managed to get good results with the first part of our assumption, we decided to move on to the next part, creating a page where users can get a better understanding of their campaign performance in a high-level view, but also the ability to drill down to each campaign.
Moving forward , my main goal was to provide the users clear insights about their campaigns performance, expand the tools available to them for campaign investigation, and allowing for mot holistic view. All aim to improve their long term goals towards success and increase the revenue streams.
Main Sections
As this phase is focused on performance and insights I've added three main cards that will help our users to analyze their campaign performance:
The performance chart allows users to view trends of multiple metrics and compared them, helping users to find issues and monitor the campaign performance. You can toggle the view between one or multiple campaigns.
Instead of tracking every single row in the table, providing users a quick view of key data distribution like best performing ads, traffic distribution by platform/country, and more. By using data visualization we can help users get a clear picture.
The insights section aims to provide valuable insights about the campaign, using our ability to analyze network trends, and our best practice guidelines, to push users to improve their campaign by making adjustments .
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Final Thoughts
Working on this feature was very beneficial for me, as it pushed me to think outside the box and find creative and time efficient solutions for a problem we were trying to solve. This feature has relayed heavily on UX, and it contributed to the recognition of the organization to the fact that UX features has the power to move the needle, and not only improve the user experience, but also improve the business KPI's.
The second phase of this feature is still under work, those I still can't provide the final results of how it contributed to our KPI and whether it meets it's goals.