Built a reporting tool that reflects the voice of the customer
How I used the design systems judiciously and adapted to the specific needs of the project
How the result looked like... but first, how did we get here?
Overview
My role was to redesign the report tool. A report is a compilation of one or more media items generated in one of the selected formats (PDF, CSV) or sent via email to one or more recipients.
Problems
The existing report builder didn't allow the user to:
- Create and save multiple reports
- Fully customise the format of choice (PDF, email, excel, custom link)
- View past reports
Goals
- Identify the ideal user experience when building and managing
- Design User Interface of report builder
- Standardise look and feel of reports
Discovery
During the discovery phase, the product owner and I conducted 14 contextual enquiries with customers (executive assistant, librarian, media manager...) to validate problem statements based on complaints received over time relating to Isentia reports features & output.
Personas
Carly Brown
"My biggest frustration is when building a big report, if I have to leave it, I can’t save it, then I need to redo it"
Occupation Communication professional
Role Admin support includes media monitoring, monthly reporting
Motivation Deliver good quality reports to her clients
Pain points Rebuild a report all over again for a client if extra coverage comes in
Goals Ensure that all reports are ready for clients on the first day of the month.
Gerald Martinez
"The onboarding was good but the account management was frustrating. The main one was how rigid the reports were"
Occupation Public relations
Role Specialist manager in media relations
Motivation Create a branded report that is easy to scan for his stakeholders
Pain points
- No navigation links on the report to be able to look at specific sections instead of scrolling
- The platform doesn’t spell out where the mention is or give the context around the mention
Goals Deliver a tailored report twice a week with around 12 media items.
Use cases
These are the use cases for corporate communications professionals.
I want to...
Quickly compile multiple media clips into reports without having to review the design each time so that I can spend less than 30 minutes per report
Have a flexible, reusable report structure so that I have more control over the information I display
Have the ability to pause and continue where I have left off so that I can prevent duplicating of effort
Have the ability to pause and continue where I have left off so that I can prevent duplicating of effort
Make sure stakeholders can effortlessly scan reports so that they are aware of stories which are relevant to them
Journey mapping
We organised two user journey mapping workshops with a total of 24 account managers, account directors and the head of sales. The goal was to understand the journey of customers, their needs, pain point & gain points.
Findings
Problems and needs
Problems
- Hard to use the legacy product
- No customisation available for the email report
- No archived report
- Doesn't show context where the company is mentioned
- Lack of collaboration between users
Needs
- Being able to customise reports - output look & feel, content, integrate analytics
- Archive reports
- Add items to and from multiple reports
- Sharing reports
Prototyping and testing
Be creative, explore opportunities
Two prototype iteration with 11 users
After creating the first prototype using the existing pattern from the Design System, I tested it with five users. It became apparent that the three-step process required too many clicks.
We took a step back to address this issue and iterated on a second prototype. This time, we decided to deviate from the design system, which allowed us to change the flow and steps.
We tested the second prototype with six customers and achieved a successful completion rate of 90%. By incorporating user feedback and being willing to adjust our approach, we created a more efficient and effective design that met our customers' needs.
The new flow to create a manual and recuring report
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Notes from testing
Final design
I documented the research in Confluence, finalised the design, prepared the specs in Figma and tested the final design.
Benefits from the new experience:
- Key pain points are resolved, leading to a more competitive reports offering
- Standardised look and feel of different report formats and outputs
Manage report page
Users can have multiple reports, a pink label to quickly identify newly added items, and a search option available.
Report builder for a manual report
The report builder has more flexibility in terms of layout and settings of metadata. It's autosaved, and users have different options to share and customise the report.
Report sent via email
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Users can fully customise this report with the new report builder.
Conclusion
During my 6 month contract at Isentia I redesigned the new report experience and delivered a final design to the Dev team. I collaborated with the product owner, UX researcher and product designer. I deepened my knowledge in research and learned to leverage an established design system. The Reports MVP will be live in June 2022 to evaluate usability and user satisfaction with the new experience and gather data to evaluate the priority of following features based on feedback
