Casted Metrics 2.0

In an effort to capitalize on customer feedback about our most important feature, I launched a discovery initiative into the usage behavior of our most prominent user groups and began designing an optimized experience for their use cases.

Role

Product Designer

Platform

Web

Areas

Strategy, Discovery, Design

The Ask

Per feedback from our users, I took the initiative to explore our power users a bit more deeply and form a better understanding of how they use Casted. This research led us to Metrics, which we found was one of the most important differentiators for Casted.

I took it upon myself to begin exploration into which elements of Casted Metrics worked, and what gaps we still needed to fill for an optimal user experience.

I then began to bucket the necessary artifacts for each persona to ensure that we were capturing every element of the existing user experience, but optimizing.

This also helped us to understand, visually, what mattered to our user subsets and would serve as a model for how to approach data hierarchy and architecture in the future.

I also performed a journey mapping exercise with the team to understand how users were moving through our product and to get more of a feel for user sentiment. This was partially informed by our usability testing/interviews, but still required full validation,

The Research

Research began via user interviews and by analyzing user data via UserZoom. The combination of these findings demonstrated to us that Metrics were one of the most utilized and valuable offerings on the Casted platforms…and the design had become outdated both visually and functionally.

I began by performing a competitive analysis, mapping our different users into persona buckets, and assigning expertise/usage values to those personas to understand how to serve each of their needs.

The Solution

Through our teams efforts, we were able to produce a v1 design that:

  • More accurately captured the needs of our primary users, per their feedback

  • Maintained consistency with the design language of the rest of the application

  • Adjusted the informational hierarchy with the goal of optimizing time-on-screen efficiency for each user group

The Outcomes

While initial reactions seemed positive, the company ultimately had to pivot rapidly to a new initiative to meet market demand, so much of this work was pushed farther into the roadmap. The discovery, research, and assets have been temporarily archived to be resumed at a later date.