Allocadia - View All Unmapped POs/Actuals

 

The Challenge

Marketers need a way to view all unmapped POs/Actuals on one screen so that they can quickly map all unmapped items. Unmapped POs/Actuals are those POs/Actuals that have been imported into the app but not yet been connected to an activity. The users often have difficulty viewing all unmapped POs/Actuals on one screen because they have to navigate through unmapped items from each individual import file date . This means increase in number of clicks for the users to switch between import dates to manage unmapped items.

The Team

1 UX Designer, 1 Product Manager, 1 Engineer Lead, 2 Developers

My Role

I was responsible for building a shared understanding of the problem space through problem framing, sketching workshops, creating mockups and interactive prototypes.

  • Conduct user interviews, stakeholder interviews, literature review to understand the problem space.

  • Facilitate workshops to build alignment and drive participation through ideation exercises.

  • Design a solution to help marketers complete the task quickly and efficiently

  • Make the feature intuitive and easy to use

  • Validate the solutions and design decisions with usability testing

Pain Points

Research helped to understand the context and identify the pain points for the users

  • Time Consuming - It was very tedious and time consuming to switch between import dates for users looking for a specific PO or trying to map many unmapped items in one go.

  • Findability issue - Difficult to find a specific unmapped PO/Actual

  • Limited user control - The users had limited options to view the importables by individual import dates

The Solution

  • View ‘Any’: The feature adds the ability to select ‘Any’ of the available unmapped POs/Actuals, providing a single scrollable view hat spans across all date ranges.

  • Column filters (Show/Hide): The ‘Show/Hide’ column allows marketers to view relevant data and navigate easily across columns.

  • Search: Search capability helps users to find any specific PO/Actual to quickly map unmapped items.

The Process

Discovery - User Research

During the discovery phase phase, I conducted a kickoff workshop at the beginning to align with the key stakeholders about the objectives of this phase. I collaborated with business, product manager, engineering leads and other internal stakeholders to:

  • research the landscape and get a clear picture of the users and their goals

  • define the challenge and the right problem to solve

  • gather insights about the existing workflow and align on the first steps

Through qualitative user research methods such as stakeholder interviews, I gathered insights about the business goals, technical constraints, scope and domain specific knowledge. I also conducted literature review and user interviews to understand the users, context, how and why of the problem. With these insights, the team has a shared vision of the problem space, empathy for the users and the challenges that they face.

HMW Statement: How might we make it quick and easy for Hannah to map all unmapped items?

User: Hannah, Marketing Ops Team Lead

Goal: Reducing the time to map unmapped POs/Actuals

Considerations:

  • Performance- Performance issues as there are thousands of rows in each import file

  • Columns change based on import files - On the map screen, the columns displayed in ui depend on the columns/template in the customers spreadsheet for PO/Actuals

  • Retain the existing view by import date - The users would like to retain the view by import date filter to see the unmapped items as they were familiar with this functionality.

Exploration

The next step of the design process involves the whole squad including the product manager and engineers to ideate and create the best possible solution. To gain more empathy and design better solutions, I walk them through design exercises such as:

  • Identifying the personas expectations

  • Journey mapping and constructing context scenarios

  • Brainstorming

  • Sketching

Pain points in the original solution:

Sketching and Dot Voting

As part of the design process, I conduct usability testing with internal stakeholders (Support, Customer Success and Professional Services teams) and users to validate design decisions and identify any unforeseen usability issue.

Improvised solution:

Results:

Received positive feedback from happy customers.

The customers felt that using the new ‘Any’ feature they could complete the task 3x faster and focus on marketing programs and tactics.