List Management - Targeted Demographics Redesign
List Management - Targeted Demographics Redesign
List Management - Targeted Demographics Redesign
Client:
Client:
Client:
QuantumDigital
QuantumDigital
QuantumDigital
Project Duration:
Project Duration:
Project Duration:
6 Months
6 Months
6 Months
Role:
Role:
Role:
UX/UI Designer
UX/UI Designer
UX/UI Designer
Team:
Team:
Team:
Solo Designer with a Product Manager and an Engineer
Solo Designer with a Product Manager & an Engineer
Solo Designer with a Product Manager & an Engineer
Year:
Year:
Year:
2024
2024
2024
Overview
Targeted Demographics is a list management tool that allows users to target very specific demographics in their marketing mailings. Users pick the demographic selections and QuantumDigital mail the marketing postcards to residences that adhere to those selections. This tool is complex, labor-intensive, and overall lacks usability. The goal is to take this complex tool and simplify it to empower users to achieve their objectives easily.
Targeted Demographics is a list management tool that allows users to target very specific demographics in their marketing mailings. Users pick the demographic selections and QuantumDigital mail the marketing postcards to residences that adhere to those selections. This tool is complex, labor-intensive, and overall lacks usability. The goal is to take this complex tool and simplify it to empower users to achieve their objectives easily.
Targeted Demographics is a list management tool that allows users to target very specific demographics in their marketing mailings. Users pick the demographic selections and QuantumDigital mail the marketing postcards to residences that adhere to those selections. This tool is complex, labor-intensive, and overall lacks usability. The goal is to take this complex tool and simplify it to empower users to achieve their objectives easily.
Challenges
Outdated Design: This product has not been updated for decades and does not follow the current design system, which lends to a brand consistency issue.
Outdated Design: This product has not been updated for decades and does not follow the current design system, which lends to a brand consistency issue.
Outdated Design: This product has not been updated for decades and does not follow the current design system, which lends to a brand consistency issue.
Usability Concerns: Users cannot easily and effectively use the tool, they often contact Customer Support for help.
Usability Concerns: Users cannot easily and effectively use the tool, they often contact Customer Support for help.
Usability Concerns: Users cannot easily and effectively use the tool, they often contact Customer Support for help.
High Bounce Rate : Frustrations over the tool lead to users leaving the site prematurely.
High Bounce Rate : Frustrations over the tool lead to users leaving the site prematurely.
High Bounce Rate : Frustrations over the tool lead to users leaving the site prematurely.
Approach: User Research
Through user surveys, we were able eliminate the demographics options that were not useful to the user which helped minimize the number of fields presented.
Through user surveys, we were able eliminate the demographics options that were not useful to the user which helped minimize the number of fields presented.
Through user surveys, we were able eliminate the demographics options that were not useful to the user which helped minimize the number of fields presented.
We leaned heavily on our Customer Support team to help us gather feedback from users who contacted them for help. Users expressed a lot of frustrations over the usability of the tool. We also collected data on usage rates and bounce rates to analyze user behavior.
We leaned heavily on our Customer Support team to help us gather feedback from users who contacted them for help. Users expressed a lot of frustrations over the usability of the tool. We also collected data on usage rates and bounce rates to analyze user behavior.
We leaned heavily on our Customer Support team to help us gather feedback from users who contacted them for help. Users expressed a lot of frustrations over the usability of the tool. We also collected data on usage rates and bounce rates to analyze user behavior.
From the user data and feedback we gathered and speaking to key stakeholders, we were able to establish user and key stakeholder goals.
From the user data and feedback we gathered and speaking to key stakeholders, we were able to establish user and key stakeholder goals.
From the user data and feedback we gathered and speaking to key stakeholders, we were able to establish user and key stakeholder goals.
User Goals
Create a new profile easily
View & Manage current demographic profiles easily
User Goals
Create a new profile easily
View & Manage current demographic profiles easily
User Goals
Create a new profile easily
View & Manage current demographic profiles easily
Key Stakeholder's Goals
Increase usage of revenue generation demographic options
Key Stakeholder's Goals
Increase usage of revenue generation demographic options
Key Stakeholder's Goals
Increase usage of revenue generation demographic options
Approach: User-Oriented Interface
We wanted to organize the Demographic profiles into a table format so users are able to efficiently scan and sort by specific information. This also allows the user to view a larger number of profiles on a screen at once. We added a search function and a prominent Create New Profile button. Users are now able to manage demographic profiles and create demographic profiles all on the same screen.
We wanted to organize the Demographic profiles into a table format so users are able to efficiently scan and sort by specific information. This also allows the user to view a larger number of profiles on a screen at once. We added a search function and a prominent Create New Profile button. Users are now able to manage demographic profiles and create demographic profiles all on the same screen.
We wanted to organize the Demographic profiles into a table format so users are able to efficiently scan and sort by specific information. This also allows the user to view a larger number of profiles on a screen at once. We added a search function and a prominent Create New Profile button. Users are now able to manage demographic profiles and create demographic profiles all on the same screen.
Approach: Usability Design - Input Fields
One of the biggest pain points that users commented on was the ability to navigate all the fields and know how to select the options given under each demographic selection. We redesigned each demographic input field and tested them for usability. We wanted to provide the right type of field for each requested data to help users enter information in the right format and avoid mistakes, making the process as easy and efficient as possible. Using inline validation to display errors also allows the user to address the issue more efficiently.
One of the biggest pain points that users commented on was the ability to navigate all the fields and know how to select the options given under each demographic selection. We redesigned each demographic input field and tested them for usability. We wanted to provide the right type of field for each requested data to help users enter information in the right format and avoid mistakes, making the process as easy and efficient as possible. Using inline validation to display errors also allows the user to address the issue more efficiently.
One of the biggest pain points that users commented on was the ability to navigate all the fields and know how to select the options given under each demographic selection. We redesigned each demographic input field and tested them for usability. We wanted to provide the right type of field for each requested data to help users enter information in the right format and avoid mistakes, making the process as easy and efficient as possible. Using inline validation to display errors also allows the user to address the issue more efficiently.
Approach: Usability Design - Create New Profile
We combined the new Create New Profile design with the newly designed demographic input fields. Because there were still a lot of options, we prioritized the most used demographic fields to appear at first click and the least used under Advanced Options. This would help users with decision fatigue and feel less overwhelmed when making their selections.
We combined the new Create New Profile design with the newly designed demographic input fields. Because there were still a lot of options, we prioritized the most used demographic fields to appear at first click and the least used under Advanced Options. This would help users with decision fatigue and feel less overwhelmed when making their selections.
We combined the new Create New Profile design with the newly designed demographic input fields. Because there were still a lot of options, we prioritized the most used demographic fields to appear at first click and the least used under Advanced Options. This would help users with decision fatigue and feel less overwhelmed when making their selections.
Approach: Usability Design - Manage + Create New
We designed the Edit a Profile feature to mirror the Create a Profile design. This keeps the tool consistent and increase familiarity for the user, which helps them navigate the tool more efficiently. Input selections are signified with a chip shown within the field. Previously the selections were hidden behind a drop down under each option. Now when a user makes a selection, it is obvious and scannable.
We designed the Edit a Profile feature to mirror the Create a Profile design. This keeps the tool consistent and increase familiarity for the user, which helps them navigate the tool more efficiently. Input selections are signified with a chip shown within the field. Previously the selections were hidden behind a drop down under each option. Now when a user makes a selection, it is obvious and scannable.
We designed the Edit a Profile feature to mirror the Create a Profile design. This keeps the tool consistent and increase familiarity for the user, which helps them navigate the tool more efficiently. Input selections are signified with a chip shown within the field. Previously the selections were hidden behind a drop down under each option. Now when a user makes a selection, it is obvious and scannable.
Solutions
The new design led to the following:
The new design led to the following:
The new design led to the following:
User-Centric Design: Developed a user-focused design that conveyed complex features in a simplified manner, improving overall user experience.
User-Centric Design: Developed a user-focused design that conveyed complex features in a simplified manner, improving overall user experience.
User-Centric Design: Developed a user-focused design that conveyed complex features in a simplified manner, improving overall user experience.
Improved Engagement: Addressed major pain points for the user to engage with the tool more efficiently and with less error
Improved Engagement: Addressed major pain points for the user to engage with the tool more efficiently and with less error
Improved Engagement: Addressed major pain points for the user to engage with the tool more efficiently and with less error
Higher Conversions: Increased usability led to improved conversion rates by making it easier for users to target specific demographics in marketing mailings which are revenue generating.
Higher Conversions: Increased usability led to improved conversion rates by making it easier for users to target specific demographics in marketing mailings which are revenue generating.
Higher Conversions: Increased usability led to improved conversion rates by making it easier for users to target specific demographics in marketing mailings which are revenue generating.
Feedback + Results
Feedback given included users being less overwhelmed and frustrated by the number of options presented. There were also lots of positive feedback regarding being able to search and edit more easily. Overall, calls to Customer Support decreased and errors committed decreased as well. The improved design contributed to a 9% increase in the conversion rate and a 4.5% increase in revenue.
Feedback given included users being less overwhelmed and frustrated by the number of options presented. There were also lots of positive feedback regarding being able to search and edit more easily. Overall, calls to Customer Support decreased and errors committed decreased as well. The improved design contributed to a 9% increase in the conversion rate and a 4.5% increase in revenue.
Feedback given included users being less overwhelmed and frustrated by the number of options presented. There were also lots of positive feedback regarding being able to search and edit more easily. Overall, calls to Customer Support decreased and errors committed decreased as well. The improved design contributed to a 9% increase in the conversion rate and a 4.5% increase in revenue.