Ensighten Leads Data Privacy &
Omni-Channel Data Management
The industry’s leading data privacy solution, customer data platform, featuring its pioneering enterprise tag management system, an innovative omni-channel data collection service and first-party customer profile creation and activation solution.
In compliance with existing non-disclosure agreements, confidential information in this case study has been omitted and obfuscated. The information in this case study is my own and does not necessarily reflect the views of Ensighten Inc.
The Challenge
I dream of data
Holding a patent (US 8,997,081) in analytics for mobile applications, allowing for dynamic, uncompiled updates, is one way I have proven my passion for the mobile experience. By moving beyond the core software and driving, what makes the data valuable without being creepy. Defining experiences that captivate the right audience with rich visualizations, breadth of data points, and responsive experiences across various devices under various connectivity conditions flowing through the application is valuable without being creepy or bogging down the usability.
The Approach
Capture, Identify, Clarify, Optimize
Leading a team of UX designers, developers, and product managers made updating and unifying five unique applications possible, which coalesced into one robust omnichannel marketing solution. Following Agile methodologies to ensure design and development were synchronistic in building well-defined stories, designs, and successful product outcomes on time and in scope.
Evangelizing the product designs along the development track brings the stakeholder’s vision to life, allowing iterative improvements and fine-tuning subsequent enhancements. Partnering with the principal development and product team senior staff made accommodating change orders simpler. Holding weekly meetings to ensure the project course was tracking to the scope and any potential deviation remedied before presenting as blocking.
The Discovery
Customer Observations
Starting with the base sketches and whiteboard drawings that defined the product’s purpose, we began with known industry experiences and challenged the current way of thinking about each one. By dissecting the elements and expectations, we better understood how to design a seamless product suite of data visualization, tag management, privacy, and other applications.
Learning what you do not know can lead to discovery that changes everything. Using focus groups to determine if a product was solving an existing problem or creating a new one, we could make data-driven design choices that enhanced product features and services. The observed results based on the prescribed alterations showed an increased frequency of use as an outcome of an improved experience design.
The Vision
Lead the way
Be the global leader in data privacy and omnichannel data management through platform software solutions. A lofty goal to design toward for sure. When I started with Ensighten, we had one product and one waiting in the wings. Research & Development was hard at work defining the next generation of data services that would become the following four applications in our solutions.
With every new interface developed, a plan for educating the customer was never an afterthought. Education was critical to the product team’s thought process and strategy by running through each feature and interface nuance. Testing every aspect of the experience, we designed a simple method for training new and existing users.
Detailed Design
Data-Driven Design
Using data collected through study, heuristics, focus groups, and analytics provided the framework for determining a meaningful, practical, beautiful, and consumable design. Good things happen When form and function intertwine as part of the user experience and product design.
