Brandwatch
Data exports
Exporting data is essential for Brandwatch consumer intelligence platform, enabling businesses to perform in depth analysis to make informed decisions. Building a more streamlined user-friendly interface to filter and manage data before reaching export limits enhances user experience.
Timeline
5 months
Role
Design Lead
Team
Product Manager
UX Researcher
Dev Team
Content Designer
Product Analyst
Tools
Balsamiq
Figma
Miro
Dovetail
Mixpanel
Problem
Exporting data helps businesses to analyse and understand customer behaviour, preferences and trends leading to informed decisions to improve products, services, and marketing strategies.
Users are hitting their data export limit prematurely, unable to access data they require for external analysis. This has led to a surge in requests from clients to the commercial team to resolve this issue as the current process inhibits daily tasks.
Current export process
Due to the current export process not being customisable with limited filters, users waste time with additional work in order to obtain relevant data.
Opportunity
How might we provide flexibility and improve customisation for exporting data?
Hypothesis
Based on user research (evidence), if the UI and process is improved for downloads and dashboard (the bet) to all users (customer segment), it will allow users to easily export the data required as well as provide visibility for daily downloads limit (UX outcome).
Process
Adapted the triple diamond approach to resolve the current problems with the data exportation process, to ensure a holistic approach is adapted to lead to a solution that improves the user’s experience.
Opportunity discovery
Working alongside UX research, workshops were conducted which resulted in research artefacts to help define the scope of the project, as well as get a better understanding of user goals and point points with the current process.
Insights
30 minute interviews were carried out with a number of users, in collaboration with UX Research to get a better understanding of user pain points and expectations with regards to the current data export process.
Four main themes
01. Visibility
Users want clear notifications and error messages for proactive action and increased visibility before hitting their limit.
02. Filtering
Users would like more filter options so they have more control on what they download to stop them hitting their cap.
03. Efficiency
Users want to export more than 5,000 mentions from the mentions component, to be more efficient and minimise task repetition.
04. Education
Users would like to see more sign-posting to educate and guide them on how not to exceed limits.
Solution discovery
From the opportunity discovery phase the project scope and MVP was defined, initiating the ideation phase, from low fidelity prototype sketches to high fidelity prototype prototypes.
High level goal
Help users to export data in a more visible & efficient way, by making the most of filters & educating users so they don’t hit their data export limits
Outcome
The newly modified data export process was added to production for beta roll out internally and mob testing was conducted. From the mob testing and feedback from internal users, some minor issues were highlighted and rectified before being released to all users.
Data downloads adoption
To gauge success, the main metrics identified were primary progress, usability and retention.
Are users using the feature?
Good conversion rate, meaning users are using the improved Data downloads feature and minimal impact to obtaining data.
Does the new UI impact how users download data?
The usage of the new Data downloads shows significant increase compared to the old Data Downloads over a similar period of time.
Do users continuously use the new data downloads?
User retention continues to remain stable, indicating the the value of the new improvements.
Reflections
Overall the adoption of the new Data Downloads feature was taken well, based on the metrics obtained over a period of 3 months and internal feedback.
Some highlights since the adoption:
- Fewer downloads per user, which aligns with assumptions, as users are able to filter data needed and the export process being more streamlined
- Reduction in support tickets compared to previous period
