How can PopUpSalses help small business owners isolate some meaningful insights from noise, like a data-savvy assistant?
PopUpSales app aims towards more lightweight use cases such as monitoring and reporting, rather than exploration and data mining. I focused on creating an intuitive experience for small merchants to guide them to the right digital solutions.
Key Insights about Small Merchants
Before, reports were distributed and consumed in PDF format. We found out through user interviews that:
- "Small business owners don't have the time to be trained on a complicated platform, or to experiment with hundreds of different features."
Key Takeaway - Making data something anyone can work with by simplifying data such as progressive onboarding, intuitive interface, dashboard which provides high-level summary of everything.
- "Small business owners have to keep their finger on the pulse."
Key Takeaway - Engaging merchants by driving action and letting them understand the results of those actions such as daily updates, actionable recommendations and campaign performance.
Who PopUpSales is Building For
Inviting and Intuitive Analytics Experience
How would Colin use this app to achieve his goals?
Traditionally, in order to uncover the important insights from noise, merchants like Colin needed to have the expertise to sort, filter and slice the data in the right ways. This approach asked too much from them. PopUpSales app is aiming to solve this problem by creating a consolidated dashboard upfront that surfaces the most important data visually with the ability to drill down. His expection is "no news is good news".
I started looking at what data merchants care about the most, and how those data could start to be broken down and grouped. The categories the data starts falling into: Brand awareness, Performance, Typical Customer Profile, New Custoers and Competition.
Based on the categories above, progressive onboarding was employed by asking merchants what their main goals were.
Real-time Dashboard at a Glance
The main purpose of the dashboard is to provide a snapshot view of critical data at a glance.
The initial experience was that users could view the 3 main data points they care about the most and then swipe through 5-8 hero cards which housing the primary metrics to see daily updates. But the main feedback from a hallway testing was " What is the relationship between the data points at the top and the hero card carousel? Are they the same data?".
After about 4 iterations, the final result was a visually driven summary with a flat structure that showed only the most important insights and allowed merchants to dive in deeper if required.
Revised homepage mockup
Drill Down Interactions
Compared with static reports, the primary value of a real-time dashboard should be interactivity. Interactions are added in PopUpSale such as: Change period filter using the date range control; Drill down on a particular bar of a chart; Choose a data point in a line chart and see the underlying data.
One thing to consider about the date range control is that it will only affect the dimension it filters, not globally. Otherwise it may result in an empty view with no data on some dimension and cause unnecessary confusion.
Tap to see daily performance
Advanced data science techniques can sift through raw data to unearth valuable insights in places shop owners might not have thought to look such as identifying peaks and valleys in pedestrian activity to optimize store hours.
In the example below, sidewalk traffic metric can be used to uncover the pedestrian activity pattern. By shifting store hours one hour later on weekdays and one hour earlier on weekends, the store could increase the number of pedestrians passing the open store. Walk-in rate, or street-to-store conversion rate, on the other hand, can be used to find best practices for turning pedestrians into shoppers.
One of the detail pages describes best selling products.