Analytics landing page
Role
Lead Product Designer
Duration
3 months design + research collaboration
Team
2 PMs, Researcher, Product Marketing, Customer Support
Company
Highspot
Context
Highspot is a B2B SaaS sales enablement platform that helps companies to improve sales productivity, increase GTM efficiency, and accelerate business results.
Analytics was a complex reporting tool that housed and presented nearly any data imaginable for customers that use Highspot in selling their products and services.
Previous landing page
Analytics was built 8+ years before I joined, and only recently had the team worked towards making improvements on the existing platform’s infrastructure and UX. This was the landing page at the time.
Users are dropped into the first report in the dropdown, and have to orient themselves with the data, filtering, and other capabilities
Report dropdown provides hardly any context as to which report might help provide data for a user’s particular question or task
Many rounds of exploration
First, I jumped straight into designs, eager to familiarize myself with the product, components, and to explore north star concepts.
However, I quickly realized I had a lot of open questions. This led me to frame some initial goals by persona. After reviewing these goals with my product team, we collaborated as I drafted and iterated on wireframes.
1. Plopped everything onto the page
Notifications, dynamic thumbnails of charts, and exploring hierarchy – I included it all on my first draft.
2. Took a step back
From diving into designs too soon, I quickly realized I still had a lot of open questions – What are our goals? Who do we want to design for? What needs might they have for analytics? I took a step back to gather more inspirations and details.
3. Dove back into hi-fi designs
Once I had more of the project details documented, I started exploring concepts in high-fidelity with more context this time around. This included multiple iterations while gathering feedback from and collaborating with my Analytics product team, fellow Product Designers, and Services Executives.
Simplify approach
After priorities had shifted and I could revisit this project, I discussed with the cofounders how we might expedite building the landing page. This led me to take a step back to explore various simplified options for a first version we could launch.
1. Refine and validate content
I took a content-first approach to discover a few options for grouping different types of reports. In collaboration with our UX Researcher, we came up with a card sort study to understand a users' mental model for categorizing different reports to inform how we might group content on the landing page.
2. Update project details
I was continuously updating documentation with details such as design considerations, pain points, principles, assumptions, and potential KPIs.
3. Draft lo-fi designs
I drafted low-fidelity design options for CS1 and north star.
Final design for launch
Highlights include showcasing Scorecards towards the top in their own section, grouped report categories per UXR findings, and included sections for recently viewed items and tips to help articles for Analytics.
Outcome
After completing designs, we launched within 1.5 release cycles and found great success in increasing active users and engagement on Scorecards.
What coworkers say
“Jamie is a great partner not only to her PM counterparts but also engineers. Her passion to not only solve UX and design problems but doing so in a way that is inclusive and accessible shows in her work.”
— Patrick Kirchgäßner, Product Manager
“Jamie was the most sought after collaborator across the entire design team, and I frequently learned that she’d been invited to consult on another designer’s projects. Her contributions had either leveled-up the project and/or acted as the conduit between the project’s specific needs and our larger product-wide design goals, especially for complex design system components. Over our time working together, many designers, research, PMs, engineers, director-level leaders, and also partners outside of the product org reached out to me to tell me how much they appreciated Jamie’s role in making their work a success.“
— Jay Fienberg, Product Design Director