RESEARCH PRODUCT + MARKETING WEBSITE
Summary:
My Role:
A two-phase project where a marketing website and research product work together to create effective navigation to data and analysis.
Phase 1: We want to inform non-subscribers about company benefits and our products.
Phase 1:
Collaborated with external UX team
Created marketing website pages via Photoshop and InVision
Exported pages for development
Phase 2: To allow subscribers to navigate directly to the data they need
Phase 2:
Competitive analysis of digital storytelling products
Researched and implemented new tools to display our reports and data
Worked with external UX team to improve iterations of product
Created mockup of personalized user dashboard
Research & Personas
Quotes:
“I am already a paid subscriber, I don’t need to see marketing messages about “how to subscribe” on every page”
I don’t want to have to toggle back and forth between the data
The search function is not helpful. I sometimes go to Google and search for the report I’m looking for there. That brings me directly to the report I need.
I want to be able to view the chart and analysis at the same time
Persona:
Dave, 40, Works for Online Travel Agency
I WANT TO BE ABLE TO FIND A REPORT AND HONE IN ON SPECIFIC THINGS.
High value customer
Already paying subscriber
Has defined end goal
Goals & Needs:
Needs to communicate the state of this hotel industry to his CEO
Wants to understand state of specific hotel industry
Needs to show visuals (charts, graphs) that display this information to his team
Project Statement:
Logged in subscribers need a way to find and download specific datasets and reports because it will provide the information they need.
WE BELIEVE THAT BY implementing a new search function and improving the navigation we will be able to create a more efficient experience
WE WILL KNOW THIS TO BE TRUE WHEN subscribers can successfully search for and download a report
Pivot
We realized that while the research product needed improvement, the initial problem we had to solve was the non-subscriber facing website.
We decided to break down the projects into two phases:
