Hi, I'm Chen Edri, a UXUI designer
specializing in SaaS and mobile apps.
Blockchain
Audience Viewer
Applying for the Senior Product Designer role at Addressable, I excelled in a key exercise, advancing to the next recruitment stages. I showcased expertise in user-centric experiences, leveraging UX research, crafting prototypes, and demonstrating a commitment to elevated product design.
🏙️ Company: Addressable
🗓️ Project date: 2023
🖥 project type: Desktop, b2b SaaS app
👩 my role: Senior Product Designer
Project summary:
Linking blockchain audiences to social media, Addressable enables targeted engagement without traditional user data. The Audience Viewer, central to Addressable's Planning pillar, offers marketers a dashboard for precise audience selection and strategic planning.
Using social media and blockchain profiles, the dashboard facilitates informed marketing decisions. By highlighting relevant social networks and influencers, marketers can optimize audience engagement.
The challenge:
Championing Addressable's goals, I crafted an innovative design inspired by industry leaders. The challenge was to create a user-friendly, desktop-centric dashboard, seamlessly aligning with Addressable's vision of connecting blockchain audiences to social media. Balancing enhanced usability and functionality, I ensured the interface facilitates efficient, self-explanatory, and data-driven decision-making for Web3 marketers navigating audience selection, planning, and ad campaigns.
New dashboard design streamlines insights, enables navigation seamlessly, and enhances data-driven decision-making
User tasks include understanding data and analyzing engagement options about the audience they create.
The new dashboard design simplifies control, expands options, and maintains clarity by concealing widget menus
user needs
The user seeks a dashboard displaying comprehensive blockchain audience insights and engagement options. This enables informed decision-making for targeted outreach and strategic investment.
The goal is to provide a single-screen solution, allowing users to effortlessly grasp audience details for effective marketing planning. The dashboard serves to unveil critical information about the audience, whether it be social profiles or blockchain holdings.
Additionally, it guides users in identifying relevant social networks and influential figures within the audience, facilitating seamless and strategic engagement planning.
Solution
Perception of Solution
My concept of a solution was based on the need for users to be able to plan and understand insights and engagement options related to target audiences. By doing so, users will be able to rely on the data they will use in future campaigns. Without understandable insights, users may continue searching for possible audiences unnecessarily. Furthermore, they may miss valuable insights about their audience, resulting in wasted time and resources.
Focusing on less relevant data prevents them from knowing whether relevant opportunities are being addressed timely. Additionally, they do not know which parts of the work process need to be prioritized based on their needs and the needs of their users. By creating a user-friendly dashboard, Addressable will be able to more accurately measure the needs of its users based on the search and data that are frequently used in dashboards. Addressable will be able to recalibrate the data and flow presented, making the plan pillar of the product essential to both sides.
Designing Addressable's Dashboard with Empathy
Recognizing the significance of field research, I utilized this technique to analyze and monitor processes, deviating from traditional BPM methods like user interviews.
In crafting the solution, I conducted extensive user research employing card sorting and contextual studies. This ensured an empathetic understanding of user needs and informed the tangible representations, including personas, user scenario sketches, wireframes, prototypes, and UI designs.
Following an interview with users, sorting the cards based on the information they need about their audience and influencers
Investigate the user's real needs and work environment to uncover their true strengths
Visual and
Analysis Process
A User-Centric Approach to Addressable's Dashboard DesignInformed by UX Research and Competitive Analysis, my concept addresses users' critical need for seamless planning and comprehension of insights and engagement options related to target audiences.
Without this clarity, users risk inefficient searches, overlooking valuable insights, and misallocating resources. A user-friendly dashboard, as envisioned, allows Addressable to recalibrate data presentation, aligning with users' frequently used metrics. This ensures the Plan pillar remains essential for Addressable, meeting both user and business needs effectively.
Visual Process
Methods
How did we solve the problems?
Interviews:
I engaged in in-depth semi-structured interviews with six Marketing Managers, delving into their work environments and experiences tracking audiences and influencers across various fields, with a specific focus on web3. This exploration uncovered nuanced challenges, providing valuable insights into authentic user stories and priorities amid information overload.
Analysis Process
Define the problem:
As Marketing Manager, I want to reduce blockchain users' return on ad spend. Also, I'd like to be able to detect and target intuitively the audiences who are more likely to buy and view insights and engagement options on the audience of my choice. By doing this, I can ensure better ROI and scale of user acquisition without spending time, money, or resources.
A sketch of the audience table during the process of determining the most important information for the audience
UX principles and Mental models:
In crafting the design for this project, I adhered to essential design principles to ensure a seamless and intuitive user experience. The utilization of consistent and familiar patterns aligns with users' mental models, facilitating easier comprehension and navigation.
By incorporating established conventions and structures, the design fosters a sense of familiarity, reducing cognitive load and enhancing overall usability.
This approach not only streamlines the learning curve for users but also promotes efficiency and engagement with the Addressable platform, aligning the interface with users' existing mental models for effective interaction.
Setting up the layout and grid with the most relevant widgets
Designing a visually efficient grid for rapid scanning, which allows comparison and quick customization
Organizing authentic data into rows serves as the foundational element for designing product components, employing the Atomic Design methodology
Users need a dashboard with blockchain audience insights to make informed investment decisions.
Features
Improved Data Analysis in Influencers Tables and Audience Insights Dashboards through a streamlined user-centric design
In the Influencers Table, we implemented repeating patterns for quick field modifications, providing users with a familiar interface. A streamlined view reduces cognitive load, ensuring users can focus on details effectively (5-7). The Audience Insights Dashboard facilitates concentrated data analysis with separated views and hierarchical navigation.
Hiding widget menus maintains clarity, allowing quick access to options and information changes, ultimately saving users time in audience selection. The feature also enables efficient category comparisons, aiding users in finding and comprehending information swiftly. The customizable layout aligns with users' hierarchy of importance, enhancing overall usability.
Influencers Table Design for Seamless Information Management
Results
Project Success Metrics:
Crafted as a home assignment for the Senior Product Designer role, this project garnered praise from the team at Addressable. Impressively, the intuitive redesign of the Influencers Table and Audience Insights Dashboard contributed to an enticing job offer.
However, despite the appreciation, I made the decision to pursue other opportunities. This project stands as a testament to my design prowess and ability to deliver impactful solutions even in challenging contexts.
Dynamic data results are enhanced by using a multi-variable from the free text in the search along with automated keywords.
Reflection
Project Hindsight:
The dashboard provided new perspectives on how users can play with data and manage it without learning, so they can get fast results in their stressful environments, even though it wasn't integrated into the product.
Understanding the users' atmosphere helps me make informed decisions and learn more about web3's limitations and future. By asking "not relevant" questions about web3, I have learned that I can easily transform any comment into an intuitive interaction.
View comparison with two variables
Testimonials
How people feel about the project:
"Your passion for innovation and aligning products with market demands makes you an ideal candidate for this role."
- Head of Product at Addressable
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