Opinion Lab

UI/UX Designer
Empowering the voice of customers to improve the brands they care about. At OpinionLab I got the opportunity to lead all UI and UX initiatives to bring new features and functionality into a new reporting application.

O-Lab

For nearly 2 years I was at Opinionlab where we helped companies gather feedback from their customers. In addition to collecting their NPS we could aggregate data to help brands make more timely and impactful decisions based on real customer pain points. We offered different forms of analysis of all this data through the use of reports, consulting services, and a self service dashboard application that I was in charge of.

Comment Card
Our company all started with a feedback tab and a comment card. Living on our clients websites we would be present for customers to leave their sentiment, give feedback and submit an NPS.
Our comment cards captured user data based on the Net promoter score as well as our custom likert scale. We tested multiple variations of scale, type and taxonomy but ultimately found 5 point scale to work the best for our needs.
The main goal for our comment cards was accessibility. Per our contract agreements our cards had to comply with full Web Content Accessibility Guidelines (WCAG).
Data Viz
The new generation application was still a brand new offering, slowing manifesting itself as we included more features.
From a competitive landscape we aimed to include the complexity of tools like Qualtrics and Looker, yet give the ease of use like Survey Monkey and Usabilla.
Original product I began working on.
My first release of the new platform. We had a web portal for our clients to access all of their data. Our 'new gen' application would temporarily live inside of that interface.

O-Trend Report

A 20 page report that was utilized by 75% of our clients to digest their data. A lot of the features we prioritized derived from this one report. The report focused on specified sections or custom reports that would track month over month and year over year trends to easily identify user behavior and engagement. Our first goal was to improve on our filtering allowing our users functionality to replicate reports from the original report.
A sample O-Trend report, I wanted to get an overview of everything the O-Trend report offered clients and look at ways to offer all the information they were used to, while empowering them to do more.
Advanced Filtering
Filtering was going to be a long ongoing improvement. We planned to include all of our our taxonomies, variables and custom IDs that clients could have control of. However we knew the upgrade would have to be released gradually, slowly increasing the complexity.
With a lot of the projects I worked on, I started my journey learning from subject matter experts, and looking at the data of current usage . Through surveys and internal critiques I would gather feedback on my decisions by showing my work in progress.
Three base templates for our filtering. Examples of the basic filters, all options exposed, and a version with categorization. Early on I used usage data and internal user interviews to identify the best - list order, grouping, and industry standards we would use for the final design.
Mapping Complexity
The hardest part of managing all the changing components was having multiple versions of the product. There was the working web portal, a newer version we planned to release, then a future version for user testing. It was simpler to map out all the components from their most complex state and work backwards to make sure the patterns we were using would hold up.
Part of the challenge was the use of our own likert scale. There was a marketing need to prove its worth as a valuable and informative measure of our clients users engagement with their brand.
A series of variations I tried to meet the requirements from marketing while managing the growing complexity from the product team.

Trending Dashboards

I decided to create 4 different dashboard views that would be able to encapsulate the majority of information contained in our O-Trend reports. Combined with a new live filtering system along the top, we could give users quick access to the most used metrics and views needed for them.
I created 4 prototypes that I circulated with my team and our analytics department to get feedback on the views, and the needed functionality to make them the most useful.

Location Dashboard

Unfortunately the truth was our application was chasing a market with giants and despite our efforts to come out with NEW features, we were really only catching up. Location services offered a trait that was unique to the market. Our new goal became releasing an industry leading feature to bridge the gap between captured reviews and physical experiences.
Just a demo
In order to release the new functionality in such a short time I had a short window to ideate different mapping techniques that would meet our needs, and be simple enough to implement. Business impact.
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