ANALYTIC EDGE
A mixed marketing management tool providing technology-enabled analytics solutions in marketing & sales effectiveness.
ANALYTIC EDGE
SaaS
B2B, Management Tool
Design an intuitive and powerful SaaS product that analyses marketing data and enables users to monitor performance metrics and compare results across various projects. It should provide a comprehensive overview and facilitate better decision-making for future planning.
We prioritised a user centric and guided process which mainly focussed on understanding user journey in detail and making it as simple as possible. Through iterative design, the platform was continuously refined based on user feedback and business needs. This approach ensured a balance between complexity and usability for diverse users.
Discussions with stakeholders revealed that users struggle with the complexity of data which makes it difficult to derive insights quickly. Additionally, interpreting results is challenging for users without a strong analytical background, emphasizing the need for better data visualization. Integration into existing workflows was also highlighted as a pain point, along with concerns about scalability and adapting to new features as the platform evolves.
Key problem areas:
Highly technical product
Driven by complex datasets
Needs a design that reduced cognitive overload
Clean data visualisation to eliminate scope of error
An all-in-one mixed marketing management tool that helps the user in strategizing future marketing activities
