Case Study


CATALINA INSIGHTS DASHBOARDS

Catalina enables retailers and brands to gain deep insights into consumer purchasing behaviors using their global shopper history database. The data they gather allows their customers to personalize targeted offers to consumers. Graphically depicting the data enables the sales team to better communicate the value of what Catalina offers.

Defining the Problem

INVISIBLE DATA

The sales team were not using the data:

  • Data only available upon request through disparate channels, each with unique procedures and barriers

  • Inconsistent and cluttered visual representation of the data

  • Data overwhelm

Original Catalina Insights dashboards.

The Objective

GET SALES TO USE THE DATA

PROJECT GOAL

Motivate the sales team to utilize the available data by creating engaging data visualizations, improve dashboard usability, and boost accessibility.

MY ROLE

I led the design, which included close involvement with the business owner to understand scope, requirements, research, and constraints. My visual design skills were really stretched as I pushed to reduce and minimize the visualization of the data as much as possible.

Visual Design, Data Visualization, Information Architect

My Approach

REDUCE AND CONSOLIDATE 

ASSESSMENTS

What’s working? What’s not?

  • Process of data dissemination created many barriers

  • Presentation of data dependent on unsupported software

  • Visual presentation of data very dense and challenging to interpret

EXPLORATIONS

It was fairly obvious to me that creating a centralized location where the data could be accessed more readily would improve the experience for everyone. This approach would eliminate technical dependencies, better facilitate data updates, and foster design consistency. I explored a few wireframe layout options, which indicated architecture, navigation, and content placement.

DESIGNS

The framework of the environment and the revised data visualizations began to come into focus. Using Catalina’s brand style guide as my design toolkit, a pattern of design elements began to emerge. Collecting all of the data results in a single, more accessible environment reduced barriers. The style guide and data viz patterns helped to achieve improved design consistency, enabled rapid visual scanning of the data, and provided a greater opportunity to find answers and build stories around the value of the companies products and solutions.

The Results

ACCESSIBLE DATA  

Redesigned Catalina Insights dashboards.

Designs were reviewed with business owners at key milestones and in phases. Testing these designs would have been a great next step to determine further areas of opportunity. 

Lessons Learned

  • Data has a story to tell and needs clear, uncluttered space for its message to be heard

  • Presenting data in an explorative way encourages users to draw their own conclusions

  • Simplicity has impact and color has power

  • Choose the right data visual for your purpose
KIRK WICKS UX/PRODUCT DESIGN