I cannot show the final designs due to company secrets.
The problem I had to solve was: How to come up with a way to present complex data from analytics in a comprehensive way.
The dashboard will be used in the company’s Content Management System (CMS) where clients can make changes to their website and look up data.
First, I looked at the user base and the type of people I should design the dashboard for. The online marketeers came up with all types of problems clients had to deal with and I also did desk research to find common problems in the user base regarding analytics and dashboards. I found that two problems occur very often regarding the use of analytics. Those are the lack of knowledge (especially the use of KPI’s, terminology and interpretation of results) (1) – and the lack of awareness (clients don’t know how to use analytics and/or don’t see the point of using it) (2).
Through the use of desk research, a pattern emerged of a process loop for using analytics – in which the user (client) interprets the data, tries to find insights, makes decisions and actions based on those insights after which a new set of data comes up and the process begins all over again.