Leadgenix is an online marketing company focusing on SEO (organic and paid), Social Media, and Web Design. One of its distinguishing selling points is great customer service and frequent reporting.
The bulk of data for the monthly reports had been generated via Google Analytics and then entered into a Leadgenix branded template that was then emailed to each client. Though the reports were rich in detail, the task was very time consuming (on average 20 minutes, but well over an hour for large clients). Account managers were focusing far too much time on creating reports instead of reading them and dissecting the data to determine if the actual SEO work was being done properly. The initial goal was to make the singular use of the reporting tool more efficient. A secondary goal of making the system more robust and feature rich was also requested.
Bench-marking off of the old tool and asking the key users (our company’s Account Managers were identified as the primary persona) for their requests, we set forward with the goals of 1) making the process of creating a report faster using pre-loaded and saved templates, 2) making the interface more visually appealing for the AM’s end-clients that would view the reports, 3) adding “to-do” lists for the SEO & copywriting teams, and 4) making the UI easily white-labeled for future marketing and sales of the tool.
Contextual inquiry taught us that although most of the use of the tool took place 9-5 and in the office (read: on a desktop), a number of the new user group (white-labeled agency reps) would need to use it face-to-face with their clients and on the go (read: tablet or even mobile). So we worked off of a responsive framework. This became an affordance that would future-proof field use failure.
Thanks to some behind-the-curtain magic from our awesome developers, the efficiency of creating a single monthly report has been reduced from over 20 minutes on average to under a minute. By keeping the key users’ needs as top priority, the bulk of the redesign was accomplished ahead of schedule.
As for the secondary goals, part-time SEO engineers that had only recently been introduced to the software had a markedly lower failure rate identifying their assigned work for the day, and in turn, requesting assistance from management. Finally, the initial feedback from our white-label partners was that they are extremely satisfied with the new report layout (probably thanks to the vanity of having their logo at the top of the clean UI), and are eager to start selling this service at the beginning of the next sales cycle.
As we continue to test and gather new user feedback, our next design iteration will focus on improved and more flexible UI (making a consistent & good-looking white-label solution that fits all has been easier said than done, but we’re close). We have also received requests for expanded to-do lists to cover the Social Media team’s duties, and plan on adding this feature in the following iteration.