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Market Snapshot Design

Easy analytics that leverages KPI's to understand Market performance.

OVERVIEW

Powered by the world’s largest events database, Knowland provides actionable insights that help hotels make better decisions to drive higher sales, increase profitability, and improve portfolio value.

The Challenge

Primary goals for this project were as follows:

  • Build a tool for Real-time monitoring and visualization: Easy analytics tools enable real-time monitoring of KPIs, allowing our clients to gain immediate insights into their market performance. Through intuitive visualizations such as charts, graphs, and dashboards, our clients will be able to easily track trends, patterns, and fluctuations, facilitating a quick decision-making processes.

  • This will need to leverage KPIs in order for our clients to extract actionable insights. By analyzing market performance data and KPI trends, our clients can make informed decisions and adjustments to their strategies, customer engagement initiatives. This will empower our clients to optimize their performance and stay competitive in a rapidly evolving market landscape.

My Role

Product designer-  My responsibility included creating all significant artifacts and deliverables, in addition to establishing the groundwork for the design system, while collaborating closely with both Developers and Product Executives.

THE APPROACH

From my research, I discovered this article from Campbell Pryor (https://www.contino.io/insights/user-centred-design) where he outlined the Benefits of User-Centred Design within a data centric project.  Below are a few of the highlights that I had taken from this article;

  • Drive success: Increase the likelihood that you gain value from your data projects by ensuring you are delivering outcomes that meet users’ needs.

  • Accelerate development: Reduce the iterations needed to achieve a great outcome by following clear, user-based designs and guidance.

  • Increase innovation: Quickly validate the potential value of new ideas against user needs before investing in development effort.

  • Deliver seamless experiences: Deliver outcomes that users intuitively grasp, giving them a more positive experience while spending fewer resources on resolving user issues.

I proceeded to engaged with my Product Manager and CPO (Chief Product Officer) as to the data in which we are going to utilized for this project.   At this time I created a weekly meeting cadence to continue to flush out our Data points for the end users and to eventually show my ideations.

With plenty of ideas that came out of collaboration, I began to ideate possible solutions to the Market Snapshot Page.  I accomplished this through wireframes using Adobe XD as well as Figma.

Below are a list of metrics that derived from our collaborations that we felt was a good mix of data for our users to easily consume.

  • Display a list of valuable KPIs that would encompass all personas.

  • Show a table of Booking Count trends based on Guest Rooms and Meeting Space

  • Display a finite number of industries based on meeting space booking count.

  • Utilize a graph to show the number of Bookings based on

Wireframe 1

Wireframe 2 with a little detail to go in front of CAB for testing

Initial wireframes show 3 cards representing the KPIs with a bar graph for the Market Segmentation info.  We narrowed down to show a "Top 10 industries" chart for the meeting space booking counts and for the Booking Count trends -> we started our journey with a heat map reflecting the Avg # of Est Attendees by the hotels total meeting space.  I tried to expand on the heat map to come up with some more complementing colors, legend, etc...but something seemed off.  The next set of visuals reflect me playing with those look-and-feels, as well as adding more details to the wireframes before being presenting to our CAB.

Heat Map progressions and color variations

Design progressions and variations based on continuous feedback

Lesson Learned: While the heat map may contain a quick way to visually see the represented data within a table it quickly became apparent (to me) that it was more of a distraction than an "easy" way to see the info pertained in the table.  I called on the "eye" test, and where my eyes were initially attracted, and it was the bottom right of the page every time.  The table is important, but based on my collaboration with the PM and CPO, it was the least important data metric on the page.  This was later confirmed when we presented this initial wireframe in front of our CAB, where their feedback was that we need to show more KPIs and remove the heat map portion of the table (table data is valid, but hm is distracting)

VALIDATING

After the ideation phase and great feedback from our Research Team/Project Manager based on our CAB findings, I had a solid concept for producing mockups.  We settled on 4 easy to read KPIs that would be front and center.  While the card theme for displaying KPIs had worked for the couple of products that I had previously designed, they were usually in a set of 3 as opposed to 4 or 5, so after more research, I came up with a 4 card system to be displayed in a cube with large easy to ready and understand metrics.  Below is a progression of that card system. 

THE SOLUTION

After many meetings, touch-bases, updates, iterations,  we landed on the final design below.  This design was presented in a followup CAB meeting and was well praised.  Feedbacks were, "easy to read and follow", "good visuals", "just the right amount of data", "well articulated, to name a few.

Lessons learned 2:  Although Knowland is a small company having the foresight to create a collective group (CAB) that can have early designs access, proved to be a valuable asset.  While the Project Manager, the Chief Product Officer or Myself could easily create something that we "think" the user may want, to actually receive that feedback from users was invaluable 

Takeaways

Market Snapshot in our first 120 days since launch. TLDR: Usage continues to increase:

  • 19.3% (up from 16.7% at last update) of all users logging into Knowland have accessed Market Snapshot. 

  • We saw a 32.8% increase in unique page views compared to the 61-90 day update.

  • The most used feature (top 10 industries by booking count) saw a 30% increase from the 61-90 day update. 

  • We are seeing an uptick of users changing dates for the Market Snapshot page (68.5% increase). This likely represents users coming directly from the widget and taking a deeper dive. 

With the exception of our 60-day update (over the Christmas holidays), the number of unique users has steadily risen with each month. Since launch, we have had 1,176 total unique users and 3,182 total page views. 

 

The Top 10 Industries by Booking Count remains the most used feature of Market Snapshot with 1,800 clicks in the first 120 days (increased by 664 clicks this month). Based on the success of this feature, we added the ability for users to click into the Meeting Size Trends By Booking Count totals on January 10th. We will have usage stats for this newly added area on our next update.

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