For Your Business - AI-powered Insights & Personalization

TLDR;

OVERVIEW

A design concept to implement an AI-driven personalization and insights feature for DELOPT's Retail Analytics platform named "For Your Business". The concept also includes a UI and color palette overhaul based on feedback from customers and stakeholders.

DURATION

08/2024 to 10/2024 (3 months)

ROLE

Associate Product Manager, UX Lead

RESPONSIBILITIES

User research, user journey, user flow, visual design, wireframing, prototyping, user testing

PROBLEM

The current DELOPT Retail Analytics platform only displays graphs and footfall count data. The user is forced to interpret the graphs and data to derive business insights. The platform also lacks a uniform color palette and typography, leading to poor readability and experience. There is also a lack of summary and analysis of data in the reports as well as the dashboard.

REQUIREMENTS

Login Screen

Homepage with Live Count data and graphs

For Your Business page with personalized KPIs

Add Custom Dashboard

Customized Dashboard

GOALS

Improve the UI elements of the platform by introducing uniformity in representation of data and color scheme

Provide an option to add custom dashboards that include specific KPIs that cater to the customer's business needs

Provide summaries and business insights based on the footfall data that helps the user in their business decisions

Identify KPIs that can be derived and analyzed through footfall count data

PROBLEM STATEMENT

DELOPT is a retail and defense tech company owned by JK Paper, a part of the JK Group conglomeration. The retail division of DELOPT focuses on monitoring the footfall in retail stores and malls, to help management identify visitor patterns and plan their business accordingly. The current platform only displays footfall count data and graphs without insights or interpretation of the data displayed. The user is forced to interpret and analyze the data to derive business insights. The readability of the platform is also poor due to a lack of uniformity in the color palette and typography. There is also little to no customization options for dashboards.

>92%

Interviewed customers expect the platform to provide insights and customization options.

70%

Interviewed customers were interested to pay for an AI-driven personalized business insights feature

IDEATION

The research and interviews indicated that a feeling of simplicity in using the feature was favored. A majority of customers preferred to be hand-held in the utilization of the new features and hence a minimalist intuitive design with elements that are commonly encountered on apps and websites was chosen. However, the re-design also ensured that the core look and feel of the platform was retained to not shock customers during the onboarding process.

Color Palette

Typography

NOTO SANS REGULAR

NOTO SANS BOLD

Aa

The user journey was broken down into 4 core functions - onboarding, homepage with count data and graphs, personalized insights, and addition of customized dashboards.

The concept involves using cards to display the essential data, with typography and color used to emphasize the important details in creating a uniform hierarchy of displayed information. 2 types of cards were used - a rectangular card for homepage display, and a square card to display personalized metrics.

In addition, some feedback is procured from the user in a simple manner - checkboxes, filters, toggle switches, and CTA buttons.

Based on continuous feedback, the final feature set for the app was decided as follows.

1. Login Screen

2. Homepage with Live Count data and graphs

3. For Your Business page with personalized KPIs

4. Add Custom Dashboard

5. Customized Dashboard

LATO BOLD

Aa

LOGIN

HOMEPAGE

STORE FILTERS

DATE FILTERS

ADD CUSTOM DASHBOARD

VIEW CUSTOM DASHBOARD

FOR YOUR BUSINESS - PARAMETERS

FOR YOUR BUSINESS

FINAL RESULT

Upon multiple iterations of the wireframes and prototypes, the final mockup was completed. There were suggestions from customers as well as the development team regarding the user journey. Appropriate changes were implemented accordingly.

Additional options such as exporting the dashboards to a viewable link or a downloadable file were also included. Users were also provided an option to regenerate insights while saving the previously generated insights as a backup. The users were also provided an option to download the insights for sharing.

LOGIN

HOMEPAGE

DATE RANGE FILTER

MONTH FILTER

ADD CUSTOM DASHBOARD

VIEW CUSTOM DASHBOARD

FOR YOUR BUSINESS - PARAMETERS

REGENERATE PERSONALIZED INSIGHTS

VIEW INSIGHTS

EXPORT DASHBOARD

FOR YOUR BUSINESS

TAKEAWAYS

1. The usability studies showed the preferences of customers with regards to metrics, representation of data, and ease of use.

2. The research showed the drawbacks of the current platform and guided the development cycle for the next iteration.

3. The usability studies indicated that users feel positively impacted with respect to AI-assisted features as it makes their life easier.

4. The users were pleased with the addition of more metrics to monitor.

5. The users appreciated the customization provided with respect to adding custom dashboards.

6. The users found the readability acceptable. However, a dark mode feature was requested by some. This is in the plan for the next iteration.

7. The export button for the dashboards, and the export option for the insights were appreciated by the users.

NEXT STEPS

1. Implementation of accessibility features (dark mode, screen reader support, etc.)

2. Additional metrics that can be derived from footfall data in combination with commercially available APIs with respect to retail businesses.

3. AI-generated summaries in the downloadable reports.