Discover

I audited the experience of the report via UX heuristics and primary and secondary user research to tailor the solution to a marketer’s needs to best leverage how SRA fits into their workflow.

I synthesized user research findings from live feedback sessions where I asked customers how they use the SRA report today.

Here are some of the questions and answers from real users:

• Q: Does SRA bring value to you?

  • A: “It is what it is”

  • A: “Digging around for 6-8 weeks so far. I have not pulled it into actionable insights so far”

• Q: If you could make SRA more useful, what would you do?”

  • A: “Can you help me identify which source helped drive this traffic so I know who to thank or where to invest more in?”

  • A: "I don’t know why it is so far removed from the data recorded on each call already”

Takeaways <> Requirements

The 5 interviews we had informed the requirements below:

• Users need to know trends and performance of SRA to proactively improve their marketing strategy.

• First-touch attribution is different from a first-touch attribution model and needs to be differentiated in the app

• Users already go to certain places in the app to classify their calls and leads today. SRA needs to belong in those places to improve the attribution picture.

• *Users lean on organic marketing to boost their local listing in google business profile. Organic marketing is the best way to grow a business reach because it is free

*This was an insight I gleaned and advocated to be part of the requirements to my PM based on secondary research

Ideation

This project was two fold. It required adding data visualization on the SRA report and creatively add SRA in the context of the full customer attribution journey and individual call where it is sourced

To meet the needs of users:

For the report:

• Callout trends, validate performance, and optimization opportunities in the data that can be relevant to improving their marketing strategy

For where users view attribution data today in other parts of the app:

• Clearly label SRA when it is found in a recorded call so it can be tracked by the interaction and in context to the customer journey. This gives marketers a competitive advantage by knowing how a robust campaign strategy is valuable to implement versus a

UX inspo

UX/UI inspo from Youtube

Youtube is not designing for the same user as CallRail, but they are prioritizing a similar JTBD, which is showing users aggregate data to suggest trends, validate users where they are successful, and suggest areas of improvement.

Lo-fi’s for stakeholder feedback

These were the lo-fi’s I felt most strongly about in achieving the user goal. I shared these with stakeholders and design peers in a quick turn around to get their feedback and alignment on both.

Alignment

I had to share the lo-fi designs with the AI-team, which includes PM and a lead designer, as well as the larger product team with stakeholders, like the VP of design and VP of product.

Some feedback/questions I received related to the implementation included:

• Feedback: “We have agency customers who show their value to clients through paid marketing sources. Omitting that here is a risk to losing them as customers”

  • Action taken - I swapped out qualified lead with paid sources because it is vital that we remain a tool for agencies to prove their marketing ROI to their SMB clients.

• Feedback: “Is adding SRA data to the person timeline (high visibility) an over approximation on the value SRA has for users? Are we sure users want to know SRA data as part of a lead journey or as part of an aggregate instead?

  • Action taken - Segmenting this data already leads to confusion, as noted in customer interviews, and leads to inaccurate reporting on how a robust marketing mix holistically brings in leads. It is important we consider that a companies marketing strategy is dependent on how accurately we display the information of it, so customers can adjust their budget as they see fit.