GOAL
To create the quickest route to show a dashboard to a customer that makes them think “Wow, I have visibility for the first time” into their content and initiative coverage.
PROJECT
Inventory Tab
CLIENT
Kapost
PROJECT SUMMARY
After launching the redesign of the Insights product, we aimed to expand its offerings with a new tab that gives customers insight into the marketing content they are producing in the system and how it aligns with their strategies.
The Kapost software had four different products that mirrored a marketing team’s workflow:
Canvas - Plan your content
Studio - Create
Gallery - Share/distribute
Insights - Analyze
Within the Insights product, customers were lacking visibility into if the content they were planning, creating and distributing in the other products was even aligned with their initiatives, and this Inventory tab aimed to solve that gap. More specifically, the goals were for that customer visibility to be able to answer the following:
Is my content aligning to common strategies/initiatives?
How is it aligned/misaligned?
Do we have the right coverage across key dimensions to deliver the right content to the right buyer at the right time?
The last portion was a key part to Kapost’s pitch. All of the other products that Kapost offered were getting really good at telling the customer exactly what content a specific customer needs (deliver the right content for the right customer at the right time), but there was no way for users to ensure that was what their marketing teams were building.
We broke these goals down into stories and then created simple, standardized charts for them.
We needed a fast v1 to get this tab into our dashboard as quickly as possible, so the charts were iterated through heavily in wireframe mode, and then taken to high-fidelity designs once the charts’ visualizations were finalized. Our timeline gave me room for some internal feedback, so I held a few 1:1 sessions with some Customer Success managers to get their insight.
A big bit of feedback was to keep this tab strategic, not like an admin tool. Language was an important part of ensuring that, and we iterated on the chart names, as well as added info icons for each chart for further descriptions.
You can view the final designs on an InVision prototype here.
Story 1: Where is your content?
Content Stages - A current snapshot of how much content is in each stage of production
This started more complicated and eventually worked its way to a simple numerical snapshot of the current state of a customer’s content, to keep to the goal of giving users this insight through the quickest route.
Story 2: What content is aligned with initiatives?
Alignment to Initiatives - A quick glance to see how much content is in an initiative vs not, and the ability to drill into what content types, personas, buying stages, etc. are most/least correlated to initiatives.
Solves the question “Are we creating random acts of content or is it grouped into initiatives and key strategic campaigns?”.
Story 3: How good is your tag coverage?
Alignment to Strategic Field [Field Name] - Gives users the ability to see how much of their content is tagged vs not, and a breakdown in various different slices such as content type, persona, buying stage, etc.
Being able to toggle quickly to current (In Progress stage) initiatives was an important requirement.
Story 4: What’s your overall coverage?
Alignment to Initiatives - This was an existing chart that had proven value, so we updated the look to match the redesign, renamed it and moved to the Inventory tab as it related heavily to the above charts and therefore made more sense to live there.