PopUpSales app aims towards more lightweight use cases such as monitoring and reporting, rather than exploration and data mining. I focused on creating an intuitive experience for small merchants to guide them to the right digital solutions. This is a side project in which I demonstrated similar skills as in one of my protected projects.
In the protected project that this case study is based on, I was the product designer at Intersect working alongside the UX director. Additionally, I worked closely with our product strategy team and developed design solutions based on insights derived from user needs and testing.
Who PopUpSales is built for
Our persona Colin and his partner has an online boutique, selling must-have summer items such as floats. He wants to expand his business and reaches more customers. But he doesnt' know what campaigns will be most effective to increase their brand awareness. He is also not comfortable to use those advanced analytics tools with hundreds of different features.
Key insights about small merchants
Before, in order to uncover the important insights from noise, small merchants needed to consume the PDF format reports. We found out through user interviews that:
"Small business owners need to keep their finger on the pulse."
Key Takeaway - Providing merchants with real-time data and engaging merchants by driving actions and letting them understand the results of those actions.
"Small business owners don't have the time to be trained on a complicated platform, or to experiment with hundreds of different features."
Key Takeaway - Making data something anyone could work with. The dashboard should be able to answer the most frequently asked business questions at a glance. The chosen data visualizations should correctly represent the data and the information the user would expect to extract from it.
As a busy small business owner, I want to find the critical things immediately and interact directly with my data, so that I can spot trends and figure out how my business is performing.
Data points inventory
Part of the research was to figure out a logical way to group and present those data elements. I started looking at what data merchants care about the most, and how those data could start to be broken down and grouped. The categories the data started falling into: Brand awareness, Performance, Typical Customer Profile, New Customers and Competition.
Real-time dashboard at a glance
The main purpose of the dashboard was to provide a snapshot view of critical data at a glance.
The initial experience was that users could view the 3 main data points they cared about the most and then swipe through 5-8 hero cards which present the primary metrics. But the main feedback from a hallway testing was "What is the relationship between the data points at the top and the hero card carousel? Are they the same data?"
After about 4 iterations, the final result was a visually driven summary with a flat structure that showed only the most important insights and allowed merchants to dive in deeper if required.
Revised homepage mockup
Drill down interactions
Compared with static reports, the primary value of a real-time dashboard should be interactive. Interactions were added in PopUpSale such as the abilities to: 1-Change period filter using the date range control; 2-Drill down on a particular bar of a chart; 3-Choose a data point in a line chart and see the underlying data.
One thing to consider about the date range control was that it would only affect the dimension it filters, not globally. Otherwise it may result in an empty view with no data on some dimension and cause unnecessary confusion.
3-Tap to see daily performance
Advanced data science techniques can sift through raw data to unearth valuable insights in places shop owners might not have thought to look such as identifying peaks and valleys in pedestrian activity to optimize store hours.
In the example below, sidewalk traffic metric was used to uncover the pedestrian activity pattern. By shifting store hours one hour later on weekdays and one hour earlier on weekends, the store could increase the number of pedestrians passing the open store. Walk-in rate, or street-to-store conversion rate, on the other hand, was used to find best practices for turning pedestrians into shoppers.
One of the detail pages describes best selling products.