Design Challenge: Sales Dashboard
User Experience Design Date: Mon, Nov 19, 2018 Candidate: Jiangyilang LIU
DESIGN CONTENT OVERVIEW
01
Design Brief Design Object
03
Prototype Design Ideation Information Architecture
Design Process
Prototype Design Prototype Iteration
02
Understanding Users User Interview
04
Reflection Further Design
Persona
Limitation
Experience Map
Take Away
Job statement
Design Brief
Design range
Target Users
Core Function
Design a sales analysis dashboard for Gamma Shoes. Their sales executives and finance can review the performance of 3 key product lines across the US as part of their year end review Users’ Goal
My personal goal for this analysis dashboard is to : -Try to conduct primary target user research, find out pain points and insights via user journey mappings.
-Design prototype, iteration via usability testing to help users achieve goals. -Optimize user experience and try to increase usage efficiency.
The design process Process & Method
Explore
• User interview • Questionnaires Define
picture source：https://www.shopify.com/partners/blog/ux-design-process
Design Throughout the design, use "Agile Manifesto Principles” to promote sustainable development and iteration when prototype is cheap.
Iteration
Prototypes aren’t a deliverable; they’re a communication tool.-Ben Melbourne
• Prototype • Iteration • Think-aloud • HE test • Iteration • SUS
• Persona • User journey • Requirement statements • Priority ordering
User Interviews
The user interviews are starting out users with 4 shoe store stuffs. There is no Gamma Shoes in Sydney, I have contacted interviewers who are working as sales executive and
finance in Rebel and Footlocker. In order to dig out more information about the dominant and implicit needs, I have sent online and offline questionnaires to help to understand users.
Clike here to view the list of questions or scan QR code Clicke here to view the interview outline & raw data
Persona
Alice Stack(Finance) About Alice has been working in Gamma Shoes for two years, she is responsible for collecting data and analysis of profitability across several Gamma Shoes in the US.
Behaviour
• User ERP system everyday • Familiar with data collection and office softwares
Demographics 28 years old
• Browse profitability frequently and report to superior Golas
New York,American
• Organize asset financial verification
Personalities
• Inventory and accounting guidance
Passionate Outgoing
• Cooperate with internal and external accounting audit work
Frustrations
• The amount of raw data is large，it is hard manage six stores data
• Too many shoe models are easy to confuse
Alice Stack(Finance)
Stages
Before open sales dashboard
Open sales dashboard
Check data on dashboard
Close
Touchpoint Open computer
Thoughts
Check history files and edit.
-daily work is starting
Check daily information and overview the data
-Let’s see what has changed today
-I need to maintain and update the files
Look for data
Overview trend
Compare data
Export
-Too many data for six stores.
-I need to edit data via other
-The trend is changing, I need to compare these things.
software
-Anything needs to tell my co-workers?
Feelings
Pain Points
-The data is boring and need to find the
-The category is huge to find the information.
-Cannot edit in system, need to
changes manually
-compare data costs much time.
export to other software
Persona
Tony Doglus (Sales excutives ) About Tony has been working in Gamma Shoes for five years, he is responsible for reviewing the performance of 3 key product lines across the US. In the year end review, he has decision to manage personnel.
Behaviour
• Check sales trend and relating information as daily life • Regularly report sales reports and prepare sales reports
Demographics 40 years old
• Daily sales management in stores Golas
• Participate in the development of sales
New York, American
plans based on the company's overall
Personalities
business objectives
Talkative Outgoing
• Confirm daily sales performance of each salesperson
• Check sales trends for shoes
Frustrations
• The amount of raw data is large，it is hard manage six stores and make sale plans
• Low-efficient to keep up with inventory in a timely manner for several stores
Tony Doglus (Sales excutives )
Stages
Before open sales dashboard
Open sales dashboard
Check data on dashboard
Close
Touchpoint Open computer
Thoughts
Check to-do list in store
-daily work is starting
Check daily information and overview the data
-Let’s see what has changed today
-I need to maintain and update the files
Look for data
Detailed view trend
Compare data
Arrange inventory
Export file
-I need to think the markets waving for different stores -The trend is changing, I need to compare these things. -Anything changes to sale plans? -I need coping with market changes.
Feelings
Pain Points
-The data is boring and need to find the
-The category is huge to find the information.
-Coping with market changes
changes manually
-compare data costs much time.
are hard to do.
Job Statements
Sales Executives When I found the market changing , I want to timely response to changes so that I can ensure the completion of sales targets. While I have ďŹ nished my sales targets, I want to know who has contributed a lot to our stores, so I can get the reference data for the year-end assessment.
Finance When I found the market changing , I want to timely analyze data and write report to superiors, so that’s my job.
Situation
Motivation
Goals
Key Findings
4
User Interviews with stake holders
7
Offline Questionnaires
16
Online Questionnaires
Design Focus 1
Design Focus 3
Inventory Information
Style of data rendering
• Real-time query (around 40%) rank No.1 across participants
• Pie chart & Line chart are the highest
• 56% participants daily analysis dashboard checked • The interviews need a notification while inventory shortage Design Focus 2
Dashboard information display priority • No 1.Sales trends for shoes by location and total sales for products are both important
• No.2 Sales for a single type of shoe at one or many stores • No.3 Personal sales performance • No.4 Overall sales trends for a given city or store • No.5 shoe models I need to order more of
Ideation
Demand Prioritization
Most important to sales dashboard
Look for data
Learning cost
Export data
Least user value
Chart style
market wave notification Overview data
Compare data
Most user value
Least important to sales dashboard
Structure
Overview
Sale Statistic
Location
State
City
Branch
Shoes Line
Location Distribution
Dashboard
Inventory
Shoes Line
dynamics
Sales Associates
State
City
Branch
Paper Prototype
Step1: Sketch Layout Due to the massive data of dashboard display is one of the biggest obstacle. I design the dashboard starting from the layout. Then I ďŹ ll detail for each module. The layout is based on items’ priority separately. After several attempts, I put overall sales on the top of the dashboard.
Least Priority
First Priority
Paper Prototype
Step2: Modular Design Fill the content of each modular, think about what kind of data styles are easy for user to use and understand.
Sales Overview Sales Stu Performance
Real-time information
Inventory Information
Paper Prototype Step3: Sketch function detail I just think about the filter about the data and sketch some concepts before next step.
Step4:Preemptive test Test Goals
• Whether the main function is complete • What are the details that need to be detailed? • What are the sub-pages that need to be added to the wireframe draft? Participants：2 HCI students
Wireframe
Sales detail Store sales detail
Shoes sales detail
Inventory detail
Sales associates detail
Validation-Think-aloud
Goals -Check if the framework is complete -Can the user understand this interface? -Is the prompt word/label appropriate? -What features need to be improved in the next step of design？ -Whether the prototype conforms to the user's mental model？
Iteration Issue • There is no enter linking to sales associates detail
Participants：2 HCI students
Task Concrete task 1: view Total sales Abstract task 1.1: find overview of sales information on the dashboard and tell me where it is. Concrete task 2: view inventory data Abstract task 2.1: find inventory information on the dashboard and view the detail then go back to dashboard. Concrete task 3: view sales associates’ performance Abstract task 3.1: find overview of sales associates’ performance on the dashboard and tell me where it is.
What’s good
Limitation Due to the incomplete prototype, usability test results are limited via think-aloud. Just test for further design.
• Total sales is easy to find • Inventory information is easy to find • Layout is clear and easy to understand
Low fidelity prototype Dashboard 1
1
2
3
Today's fluctuations and overall sales realtime dynamics
2
Overall sales plan.
3
Business hours display
4
Historical trend overview
5
Overview of sales of each branch
6
Overview of sales of each shoes line
4
5
6
-Can display different style sheets -Display by date：day/week/month/range
7
Inventory information display -Real-time inventory information display -Inventory distribution overview
8
Sales associate performance
7
8
Low fidelity prototype Data information detail page
1
1
Overall sales trend view
• Display by date：day/week/month/range • Multiple selection / single selection browse comparison
• View switching
2 3
2
Sales total data display
3
Sales distribution display
Interaction description Filter in 1 act on both 2 and 3, while changing one of products, location and data, 1 2 and 3 will change to different data
Low fidelity prototype Stores information detail page
1
1
Overall sales trend view
• Display by date：day/week/month/range • Display different store/total
2
Three product line sales display
• local inventory information • Contrast display
2 3
Store total sales information and inventory information display
3
Low fidelity prototype Shoes line information detail page
1
Overall sales trend view
• Display by date：day/week/month/range • Selection browse comparison
Multiple selection / single selection browse comparison
1
Low fidelity prototype
Stores information detail page
1 1
Overall inventory for each product line
2
Overall inventory via location
3
Inventory trend analysis
4
Inventory dynamic information -shoes model -inventory location -inventory status
Design divergence • setting inventory alarm line（To be determined）
4
2
3
Low ďŹ delity prototype
Sales stuff Performance Display information -Name -ID -Location -Performance -sales amount
Function -Rank:front to end/ end to front -Export data
Validation- Think-aloud, Heuristic Evaluation
Goals
Participants：3 HCI master students(experts)
First priority
Second priority
-Whether the main task forms a closed loop？
-Is the information overloaded?
-Can customer goals be completed?
-Is there any room for improvement in efficiency?
-What are the usability issues?
-Is it convenient to read data under different size screens?
Test task-Think aloud Concrete task 1: view sales data Abstract task 1.1: find overview of sales information on the dashboard and tell me where it is. Abstract task 1.2: image you want to know about the best-selling region, find out via the dashboard. Concrete task 2: determine sales for a single type of shoe at one or many stores Abstract task 2.1: after task 1.2, imagine you want to know the sales detail in Boston, find 3 lines performance in Boston. Abstract task 2.2:Image you want to know one store in Boston and check sales detail, find “Finish Line Sports-Newbury Street (store) ”in Boston, tell me what kind of shoes line getting the best sales amount. Concrete task 3: view inventory data Abstract task 3.1: find inventory information on the dashboard and tell me which city has the most inventory totally. Abstract task 3.2 Image you want to know about the DB lifting inventory across the US, find out it.
Concrete task 4: view sales associates’ performance Abstract task 4.1: find overview of sales associates’ performance on the dashboard and tell top five names.
Feel free to watch the demo video Backup URL
Key findings
Heuristic Evaluation Violation
•
Due to the limitation of the prototype, charts cannot dynamic display and there is no help function in prototype.
•
Description
Visibility of system status
Need to add feedback to visibility of system status
•
Some words are hard to understand such as “top sales” in sales performance page.
•
There need a “reset” function in filter
•
Different size of screens may influence the visual
Match between system and the real world
User control and freedom
Error prevention
Help and documentation
while pressing get back, there is no feed back
“top sales” is confusing
there is no redo in filter
no erro prevention in filter
no such function
Iteration Before
After
Iteration Before
After
Iteration Before
Other issues need to be improved via further prototype designing
After
SUS Evaluation
SUS score P1: 72.5% P2: 87.5% P3: 80% Average : 80% SUS score based on the current prototype, the satisfaction is above average. Limitation: the participants are not real users, the results may oat in other case.
Reflection
Further Design
Take away
• Digging more Implicit requirements among the various functional levels
• Different user value
• Improve interaction details in next design step
This is the first time to explore the b-end dashboard design. In understanding
• Optimize operational efficiency，use GOMS method to test real users
user part, I find the user value different things, efficiency is one of the most
• Test varies users to find out usability issues
important things need to be considered.
• Optimize data visualization in comparison
• Different design target
• Design for different size of display devices
Apart from the product I think for c-end, at first, i have not enough empathy to design for dashboard. Before I start the design challenge, I spend several hours
Limitation
to learn about data analysis. Then I can start my challenge.
• Limited number of user survey samples
• Handling of complex information priorities
• Limited prototype tests
It is a challenge to design for a huge screen though the information structure is
• Limited prototype completion
easier than mobile application. Different users value different data, besides default layout, personalize layout is also necessary. In my further study road, I am interested to exercise my ability on handling complex information layout.
Reference List
ICON
https://www.flaticon.com/
Design
https://www.adobe.com/au/products/xd/resources.html
literature
BI从ERP系统抽取数据解决⽅方案解析
https://cloud.tencent.com/info/ae622a25a7c28a2e941e308240d776e5.html
CRM、ERP的区别、联系和整合
https://zhuanlan.zhihu.com/p/45413078
解析ERP系统的实施和应⽤用过程
https://my.oschina.net/lingnet/blog/312835
数据BI系统的模块
http://www.woshipm.com/pd/861857.html
Design Challenge: Sales Dashboard
User Experience Design Date: Mon, Nov 19, 2018-Sun, Nov 25,2018 Candidate: Jiangyilang LIU Email: jliu3239@uni.sydney.edu.au