A concept of an Email Marketing dashboard for marketers to gain powerful insights from both real-time and historical data. This project is inspired by a project I've worked on at Marketo.
Email marketers need to track of dozens of metrics: opens, clicks, click-through rate etc. Most of the current Marketing Automation software represents such metrics in a data grid. It is nearly impossible for marketers to distill insight from the sea of numbers.
I decided to build a graphical dashboard that will provide the majority of the information a marketer needs without over complicating the exploration process.
Empower marketers to gain a deeper understanding of their data without becoming experts in data science.
Persona Documents, Sketches, Mid-fi Wireframes, Style Tiles, Hi-fi Design Mockups.
I have the pleasure to work with Dr. Ben Shneiderman during my graduate studies on a handful of information visualization projects. His mantra became my go-to guideline for any visualization/dashboard projects.
I interviewed eight digital email marketers on their reporting needs and developed the following two personas. Naomi is the primary persona, and Amanda is the secondary persona.
From my previous interviews, I got a really good idea on what content that email marketers would like to see in such a dashboard. These data can be categorized as:
I started by sketching different versions of the overall layout based on the content. I decided on a layout that consists of two views, one is the overview, one is the data view.
I then drilled down to each section of the design, determining the chart types that will best represent the data.
I then turned the wireframe into sketches, making many iterations and tweaking the content and interactions.
I decided to create a few Style Tiles to play with different themes for the dashboard. I ended up with Vibrant for a more exciting visual design.
Many software dashboards are just a series of charts in no particular order. But I wanted to try to find a logical way to organize the data in the dashboard.