ROI Dashboard
“Are these trustworthy?” shouldn’t be a question when you’re showing your customers the analytics and balance of their ROI influenced by your company, but when it happens, instead of making it just “simpler”, you must give them the whole picture and drilldowns options to connect all the dots, to make it a whole that answer all their questions.
Company:
DRIFT
Role:
Product Designer, UX Researcher
Date:
Oct 2023
Tools:
Figma, GreatQuestion, LogRocket
Trust the data, trust the company
Since detecting a significant downgrade on the visits in the Reporting section of Drift’s Management Platform and the increase of tickets for Customer Support related to Pipeline and Revenue reports, we decided to research more about the core problem.
Inaccurate or unreliable data can lead to poor decision-making, financial losses, and compromised business integrity.
We might empathize with our customers, understand their workday and how did they use and expected from our platform, also if they didn't trust our data, how did they find the right information they need for their daily basis and reports?. After multiple rounds of discovery calls, we figure out their main pain points , information architecture and other back-end problems that we might be facing by updating this section.
B A C K - E N D
Unreliable information, the information had different amounts and metrics across the platform.
A R C H I T E C T U R E
Lack of information’s traceability / drilldowns to find the origin of the data and Drift’s impact.
U X · D E S I G N
Complex UI not user-centered that also didn’t follow the new Design System.
A T T R I B U T I O N
Critical for multiple reasons. Primarily, it allows businesses to understand the source and effectiveness of their marketing efforts, enabling them to allocate resources more efficiently and optimize their strategies for better return on investment.
It was an issue that we didn’t focus at the beginning, after the research became a key feature that must be in the redesign, and the impact of it, change completely the initial idead that we had.
B A C K · E N D
In order to understand the whole picture, we trace down the information and how they relate to other.
By displaying the information this way, we notice that we didn’t show enough information to make our ROI Report meaningful or relevant to our customers, which together with the unreliable data, make our reports useless. But now the next steps were clear enough to start working on a solution.
During the first rounds of user testings, we faced a new setback: the attribution. The platform was also not allowing our customers to customize the attribution parameters according to their internal directions, DRIFT have their own rules for it and they didn't align to our customer's most of the time.
Stakeholders were hesitant about allow our customers to customize them, so we had to find out a middle point were our users are able to easily understand what parameter we're using to categorize an opportunity as influenced, sourced or no attributed.
Here's the parameters that we define:
I N F L U E N C E D
When Drift’s bot or Sales Rep. chat with the customer, capture the contact and create the opportunity.
S O U R C E D
When the contact was manually created and Drift may or may not chat with the customer.
N O · A T R I B U T E D
The opportunity was created, contacted and closed outside Drift.
