Analytics Landing Page
November 2022 - January 2023
Objective
Highspot is a unified sales enablement platform that has content management, training & coaching, personalized outreach and at its’ core is the Analytics engine, which supports the interconnection between these features. With analytics being the core engine that provides users insights to help them succeed in their role, we wanted to understand how we can increase adoption of key analytics features.
Collaborators & Stakeholders: Analytics Team (Product Management, Design, Engineering) and Leadership (VP of Product, VP of Engineering, & CEO)
My Approach
To approach this, I used a variety of methodologies across the product lifecycle:
Interviewing Existing Customers - Understanding the current state of usage (reports & scorecards)
Card Sort - Understanding users mental models
Task-Based Usability Testing - Testing the usability of our landing to ensure it exceeds industry benchmarks
Methodologies
Method: Customer Interviews
Purpose: I wanted to gain a deeper understanding of how existing customers were utilizing various aspects of our analytics platforms. What was valuable and/or challenging to uncover opportunity areas.
Structure: 1 hr interviews, n= 8
Timeframe: 2.5 weeks
Method: Card Sort
Purpose: Understand a users’ mental model for categorizing different type of reports in order to influence how Highspot groups reports on the landing page for easier discoverability and navigation.
Structure: card sort, n= 40
Timeframe: 1.5 weeks
Method: Usability Testing
Purpose: Understand the usability and ease of navigation of the landing page
Structure: unmoderated usability test via UserTesting, n= 10
Timeframe: 1.5 weeks
Synthesis & Deliverables
Customer Interviews
Synthesis & Insight: After conducting interviews, I utilized affinity mapping to uncover patterns and insights from the conversations. We learned that people struggled with sense of place, which manifested in 2 ways: discoverability and feeling overwhelmed by the number of report options they can select from.
Deliverable: I created a deck summarizing the insights and highlighting areas of the product that people felt overwhelmed by. This was presented to our broader Analytics team (PM, Design, Eng) as well as leadership.
Card Sort
Synthesis & Insight: From the results of the card sort, we were able to uncover the information Architecture of the page and how to group similar reports together that aligned with users mental models.
Deliverable: I wrote a topline report that summarized the recommended report organization structure and shared this with the Analytics team.
Usability Testing
Synthesis & Insight: For the two design approaches that were tested, I recorded the task completion rates, completion time, and captured the qualitative sentiment users had.
Deliverable: I developed a topline report to show how the new usability rates compared to our previous benchmarks and was able to show that our new approach exceeded our current design + industry standards. I also created a video reel to allow stakeholders to see firsthand how people interacted with the prototype. This was presented during a leadership review. (example of topline report below)
Impact
🎉 Increase overall analytics adoption by…
13% when looking at unique visitors
22% when looking at total visits
Increased rep scorecard adoption by…
70% when looking at unique visitors
98% when looking at total visits
Adopting and investing in landing pages as a pattern across our product