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Swiftly
Note: Case study write up is WIP
An event management dashboard to track sales and performance to empower quick decision-making and minimise errors
My role: UX Designer and UX Researcher
Timeline: 2 weeks
Methods: Market Research, User Research, User Interviews, User Flows, Preference Testing, Information Architecture, Sketching and Wireframing
The Challenge
The School of UX needed a budget-friendly event management dashboard to track its sales, manage orders and analyse marketing data to maximise sales for their annual UX conference. The current approach lacked a centralised and efficient system with fragmented data visualisation.
Understanding user needs
Currently, ticket sales are managed on Eventbrite whereas ad traffic and engagement monitoring are done on other channels leading to inefficiency and confusion. The goal is to streamline event management by putting all the tasks together in a dashboard to save time and empower quick decision-making.
First, I went through the key KPI's and objectives for the business to identify the main metrics that need to be included in the dashboard:
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Total net sales to determine profitability
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Number of spaces left to manage ad spend effectively especially when closer to the date of the conference
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Latest orders to quickly amend/refund/export receipts, and the ability to search by the order name or number
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Customer locations to see which countries is worth to invest into ads further
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Website traffic to measure effectiveness of marketing strategies
What is the purpose of a dashboard?
The next step is to choose the right type of dashboard to use to meet business objectives. The purpose of a dashboard is to visually display the most important information needed to achieve one or more objectives; consolidated and arranged on a single screen so the information can be monitored at a glance.
Dashboards should be:
Clear, relevant, scannable and customisable
The main challenge is to prioritise data and to avoid overwhelm. This is done through creating a system of progressive disclosure to assist in prioritising user attention, so they can focus on key features that matter, reducing errors made and saving time.
There are three main types of dashboards (operational, tactical/strategic, and analytical). I chose to use the operational dashboard as the main function is to monitor business processes and track the current performance of key metrics and KPIs to facilitate the operational side of the business, and to help inform quick decision-making.
The Solution
A unified platform that integrates site traffic analytics, marketing insights, and order management functionalities. The solution streamlines processes, enhances data visibility with key KPI's selected to monitor sales and conversions.
An overview of ticket sales and site traffic
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Easily track the latest updates in sales with key metrics displayed all in one screen
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Monitor targets and track performance across different date ranges
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Switch to previous years to compare performance
Manage orders
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A clear and accessible list of all orders with filtering options for refined results and option to add/edit orders
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Exportable data across different file types
Get to know your attendees
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An overview of your attendees by country, ticket type, occupation, industry and companies to help manage ad spend
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