Through the use of desk research, a pattern emerged of a process loop of users using analytics – in which the user (client) interprets the data, tries to find insights, makes decisions and actions based on those insights (changing the website or launching events/promotions) after which a new set of data came up and the process began all over again.
Insights into the userbase resulted in several user base visualisation methods including personas, empathy maps and an user profile which were all updated during the design process.
On the basis of user insights into webanalytics, I drafted five design criteria the final product had to adhere to. Some examples of them are: users need to find valuable insights in a relative short time span, users need to base their follow-up actions to those insights and users of different knowledge levels should be able to use the product.
After that I used multiple diverging and converging concepting methods to come up with concepts including creating mindmaps, longest/shortlist-method, post-it method, sketching and low-fidelity prototyping. Six concepts were created with widely different bases and assumptions, including a personal assistant mobile app, a heavy gamification webapplication, an infographic based e-mail service and a dashboard based on the lay-out and design of the website. Some of the concepts were prototyped and tested with fellow students.