Advanced Analytics Platform (2015)
Honed strategy
UX / UI
AI / ML
Data Viz
At any given time the marketing team of a large Australian telco runs multiple campaigns. It is important to understand the campaign schedule, spend, and performance and be be able adjust strategy in in accordance with market response.
My Role
User journey mapping
Mockups
Requirements gathering
User Story Mapping
Stakeholder interviews
- Design a library of chart and graph components
- Enable role based customisable views
- Enable user to take action on insights
- Adjust campaign budget
- Determine halo and cannibalisation affect
- Create what-if scenarios
- Lead persona driven design activities
- Conduct in depth user interviews to empathise and understand user drivers
- Customise user journeys based on different altitudes of data required
Outcomes
- Improved user experience by removing dependence on spreadsheets
- Improved data quality thru centralisation of tasks and provision of audit logs
- Enabled real time analysis of campaign spend & effectiveness
- Provided centralised campaign schedule management & what-if scenario planning
- Increased awareness of campaign interactions
