Meiro
Not just a data visualisation
& filtering tool for marketers
Meiro is a Customer Data Platform (CDP) that unifies customer behavior data into one actionable view. It is an easy-to-deploy data layer that sits between database systems - CRM, DWP, offline, web, apps or social, allowing customer engagement teams to utilize this enriched data in real time.
Meiro provides first-party data and targets mostly marketing teams that aim to reach out to their targeted customer segments through rich customer profiles in a simple and effective fashion. As a new entrant in the customer data platform market, Meiro is poised to make their platform one of the easiest to adapt for marketers.
SCOPE
System redesign
Usability report
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ROLE
Business strategy
UX strategy
UX research
Copywriting
Problem
Currently, Meiro does not have an in-house UX team to test and validate their assumptions on the platform. They approached us to assist them in conducting research and testing on their custom segment builder. We are required to propose new changes to improve the UX for Meiro's custom segment builder.
The process
After the kick-off meeting with Meiro, we all agree a deep dive is necessary to uncover more about customer data platform technology. My approach was to cover more grounds by working across a wider spectrum, while at the same time focus on the key deliverables. We only have 3 weeks to get the job done.
The strategy
By understanding the business and its users, we will be able to make the best recommendations for Meiro. Strategy is extremely important and is essential to have it during the discovery phase. Our strategic process is made up of these 3 verticals.
So, how does UX build the value proposition of Meiro?
Understanding Meiro with the business model canvas
We met team Meiro for the second time and I was able to ask more questions. This gave me a more in-depth understanding of their business. With the help of the business model canvas, I mapped out a general flow of Meiro's business, giving me a clearer direction for my strategy.
The tipping point
The interviews we conducted gave us insights on how marketers view this platform. A lot of them questioned how much the system can do for them in the future. There are several concerns on how much they found the system to be not intuitive. Most of them express uncertainty on how useful the platform would be. This was mainly attributed by it's lack of power user features.
We know for certain from the adoption curve concept that it takes a shorter time for users to reach the tipping point of more. Truly, what is the best strategy to take in order to achieve both sophistication and ease of adoption? The art of balancing both business proposition and user needs is important and had to be addressed during the design of the platform. At this point, the solution could be a matter of feature scalability.
The answer lies in the research
By understanding the competitive landscape, we gain insights on some of the strengths of Meiro.
The formula for success
In order to actively compete and build an edge over the other customer data platforms, it was essential for Meiro to establish competency in these 5 areas.
Value innovation
In order to build a solid product with features that users would love to use, it has to bring value for them. The goals for a useful and scalable product can be planned using the four actions framework.
Research
It is important to establish a solid research strategy to ensure we are getting the right people for testing Meiro's platform. This segment below is a good fit in terms of adoption and experience.
Our research was conducted in three phases. We did unmoderated remote user testings followed by moderated user testing with interviews. Phase 3 was used during the development phase. The reason for using this approach was to get accurate research data to work on.
Key findings
Both the moderated and unmoderated user testings gave us key areas to work on.
User personas
With all the research and data, we created two primary personas for Meiro. Both of them are marketers with close intimacy with the product.
Feature prioritisation
Using the Moscow matrix, we make sure that we had most of the features we needed prioritised.
The Meiro custom segment builder redesigned
Based on the research findings, several changes were made to improve the features of Meiro. We did further testings and made two rounds of iterations.
Features were improved to enhance the intuitiveness of the platform
We made lots of feature changes to the system and did lots of testing both within the team as well as through our users. We were able to cater for the needs of the marketers and we found the newer design more usable for their daily tasks.
We introduced new interactive features to address the concerns and problems the users were facing.
We created new interactions to give users intuitive features to work with.
There were also other areas including rewriting the microcopy and rearranging of conditional features.
We did two SUS testing for both the existing and redesigned platform. The new system fared significantly better than the existing one.