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UI/UX Design

WU Marketing Dashbord

My Role

UX Design

UI Design

Prototyping

Testing

The Western Union Company, an American multinational financial services corporation, currently holds the position as the world's second-largest provider of money transfer services. Our product, Marketing Dashboard, serves as a platform for monitoring the performance of campaigns and experiments across various products, as well as analysing their effects on the business.

Prototype

Process

Mathco delivery team design process followed by designers for the clients:

Discussion with delivery team about the requirement.
Understanding of our client and users.
Design brief and scope of the project is defined.
Iterations of the design.
Feedback on the initial draft and process is iterated until the design is finalised.
Web/mobile prototyping
Handoff Guide

Problems

To identify the problem we started talking to the users and grasped that the company offers various products, each with its own set of campaigns and experiments. Experiments refer to campaigns awaiting approval. Their preference is to allocate more time to analysing data rather than coordinating and organising its collection. Here are the issues we uncovered:

Lack of a comprehensive collection of precise data regarding the sales and revenue performance of each experiment and campaign within the company.
The user faces challenges in efficiently creating, monitoring, and analysing experiments and campaigns for products across the globe.
User is unable to make fast decisions supported by data.

Our Goal - To develop an application which helps in analysis, creating and monitoring campaigns and experiments for all the products across company .

User Story

The users using this application are marketing directors/managers whose focus will be on finances, growth, and profitability of the campaign of every product. Some of the answers they wanted to know are - How are campaigns performing by incremental transactions and revenue across countries and regions? How campaigns performing over the months? What are the key campaigns that are driving incremental revenue ?
Goals of Marketing Manager are :

Identify campaigns that experience high demand in a growing market.
Eliminate underperforming campaigns in unattractive markets.
Improve, change, or re-brand campaigns in promising markets.
Delivery qualified leads to sales to grow user base and achieve revenue goals
Develop communication and links to the overall marketing strategy
Balance long term vs. short term goals.

Understanding KPIs

The KPIs where discussed with the client and according the user flow was created. Some important KPIs are customer contacted, campaign completed, revenue increment, conversion rate, winning/losing experiments, the average lift seen across different types of experiments etc.

User Flow

The flow is divided into three navigation - Business Impact, Experiment Designer and Scheduling View according the users needs. These three dive into specific dashboard and have different functionality but they are interconnected.

Functionality

Homescreen

The home screen is designed to provide a user-friendly interface, divided into sections like Business Impact, Experiment Designer, and Schedule View. Navigation through the dashboard is intuitive and efficient, allowing users to effortlessly access relevant sections based on their individual requirements.

Experiment Designer

Here the users can monitor the advancement of the experiment across various categories. The table below presents specific details of each experiment, including Test details, Design details, and Reports. Users can utilise the "Add New" button to create a new experiment and the "Toggle Switch" button to navigate back to the overview of experiments.

Schedule View

On this calendar, users can track the progress of experiments across different regions, indicated by categories such as completed, pending, running, and unapproved. Notifications will be sent to the user in case of any modifications. Additionally, users have the option to filter the calendar according to their specific requirements.

Business Impact

This provides an overview of campaign performance over time, across various countries and regions. It highlights the key campaigns contributing to incremental revenue and transactions, as well as the status and observed lift from experiments. Users can view displayed Key Performance Indicators (KPIs) and filter them based on their needs. Additionally, they can customise the graphs for key campaigns and view the results. The toggle switch is currently off, displaying a scatter plot graph, but when switched on, it will navigate to the experiment gallery.

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In Conclusion

Western Union, leveraging this marketing dashboard application, has witnessed a significant increase in revenue and transactions, gaining deeper insights into campaign performance across regions and timeframes. The dashboard enables Western Union to identify key campaigns driving incremental revenue, while enhanced visibility into experiment progress facilitates informed decision-making, resulting in more successful marketing campaigns and improved business outcomes.

As a designer, the process of exploring the requirements of users and collaborating closely with their team to develop this tool was enlightening and rewarding. Creating a solution that seamlessly integrates user-friendly features while addressing specific needs underscored the significance of our efforts, and witnessing the tangible impact of the application on Western Union's marketing strategies further validated the importance of our work.

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