Gokul's Portfolio

Ads and Promos campaign reporting and analytics

Role

Product Designer

Functions Involved

Design, Tech, Product, Analytics

Background

This project involves the reporting aspects of the campaigns, email reports were being sent on weekly basis and at end of campaign but there was no realtime in-app reporting. This has been a painpoint for merchants for a whlile. On top of reporting analytics will help them to montior how their business is performing.

Why Build reporting?

FOR MERCHANTS

Reporting and analyics let’s the merchants to monitor the performance of the campaigns running on a realtime basis and enable them to take actions upon them and create new campaigns from the learnings. Lot of merchants keep a track of data on a spreadsheet or note it down manually and do analysis, by building reporting and analytics it elevates this painpoint.

FOR BUSINESS

BIt enables transparency to the merchants on how campaigns are performing and inturn gains trust over the platform. Merchants can learn about the peroformance of the campaigns which leads to more campaign creation.

Who are the users

Go-Food Managed and Un-managed merchants

Defining Success metrics

Leading Indicators

Weekly Active mercahants

Unique users who iteracted with reports

Engagement Frequency

Lagging indicators

No of users engaged on the promotions post launch - cohort analyis - Retention

Merchant satisfaction score (Quarterly)

Users LTV (Ads spend)

Correlation btw merchant engament and ARPU (Merchants who use the analytics page have 77% higher growth than merchants who do not)

Design process

Phase 1 - Campaign level reporting

Campaign level reporting is a simple reporting screen attached to the campaign details screen, which basically covered the informations which was being sent on email, the added benefit is that this is near to realtime reporting.

Since campaign level reporting is a screen which is similar to email reports, and email reports have already been validated with the help of quarterly merchant satifaction research we did not research nor tested this flow.

Phase 2 - Campaign Analytics

The Flow

Reporting Concept Testing

Since reporting and analytics is data heavy, concept testing was done to know how merchants are consuming the data and to validate if the datas are relevan to them and are they able to conclude the decisions needed to be taken.

The Concept

Insights from user testing

First impression : Merchants were overwhelmed with the amount of data shown

After spending some time merchants were able to digest some of the datas shown

Since there were lot of data points merchants didn’t know where to focus

It was visual and text heavy, merchants didn’t have the patience to go through everything

Merchants didn’t interact with filters, was in blind spot

Some of the terminologies used were not understandable by merchants

When asked about what metrics is less useful, they were not able to decide and said everything looks important

Usability score for this feauture was 3/5

Iteration 2

With the learnings from research, we re thought how each visualization can be better designed which is easier to consume at the same it should convey the information also clearly.

Final Designs

Entry points - different sates

Entry points - different sates

Results & Impact

Category Ads

Top Funnel

+20%

Monthly engagement rate

+5%

Montly retention rate

60% (+5%)

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