HIghspot
Embedded Experiences: Expanding Analytics with Scorecards
COMPANY
Highspot
ROLE
Lead Designer
YEAR
2020
Timeframe
1 year
Project description
As the lead designer for Highspot's embedded experiences pillar, I spearheaded efforts to make analytics accessible to a broader range of users. At the start of the project, only 1% of users—primarily power users with expertise in analytics tools—utilized the analytics section of the product. My mission was to deliver actionable insights to more users, empowering them to leverage Highspot's data to improve their day-to-day workflows.
Process & Solution
Problems to Solve
Most Highspot users were not able to leverage our data to improve their day to day jobs. Additionally, our internal customer success managers and analysts were spending large amounts of their time generating reports for both internal and external customers.
Goal
My goal was to determine the best way to deliver valuable insights to the right users in an effective and accessible manner. I also aimed to create a scalable experience that could evolve to meet the needs of additional personas and use cases over time.
Identifying Personas
I worked closely with product management to interview various users and discover what sort of insights they used to measure success. I identified several different personas who would benefit greatly from access to more data and insights related to Highspot usage.
MVP Development
I collaborated closely with engineers to create a MVP for our first scorecard, the Highspot Content Scorecard, which we used to test our assumptions. Based on user feedback we iterated on this scorecard and used these findings to build our next three scorecards.
Scaling Scorecards
I created three additional scorecards. The Engagement Scorecard focused on how users were utilizing Highspot and how it was affecting their sales. The Play Scorecard enabled content creators to better understand how users were using the Plays they created with Highspot, and how they affected pitching. The Training Scorecard helped sales managers better determine how their sales reps were performing in comparison to their peers and top performers.
Results & Learnings
Expanded Insights
Our first four scorecards provided our users with insights that had been very difficult or even impossible for them to obtain prior to this project. These scorecards unlocked actionable data, enabling users to make more informed decisions and significantly improve their workflows.
Value of Analytics
By expanding the reach of our analytics to a broader audience and improving accessibility for non-power users, we helped our users better understand the value of having easy access to meaningful insights. This set up the embedded experience pillar to better align customer and business needs in the future.
Key Learnings
Validating assumptions through an MVP and iterating on designs allowed us to effectively address unique persona needs. Additionally, one designer and developer will not be able to scale the scorecard initiative in a silo, so establishing a consistent design language was critical for scaling the initiative across teams.