Triple Whale
AI data platform for e-commerce businesses
Deliverables:
UI,UX, Brand & Strategy
Platform:
Web
Pixel. Insights. Sonar. Creative Cockpit.
Background
After joining Triple Whale's design team, my primary mission was to conduct a design audit of the existing product and chart a clear path for integrating new features. This endeavor was no small feat, given that the product was developed under tight constraints and limited resources, resulting in numerous design inconsistencies and gaps.
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Collaborating closely with my colleagues, we created designs that have left an indelible mark on the experiences of thousands of delighted customers.
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My responsibilities included:
UX Design
UI Design
Wireframes
Prototypes
Research analysis
Usability testing
Data visualization
Information Architecture
Site navigation
Branding
Settings
Pricing
Product icons
Sign up flow
Onboarding
Cohorts
Segment builder
App store
User Personas​​​
By crafting a detailed representation of the target user(s), I gained insights into their needs and behaviors. This guides design choices, ensuring that layout, visuals, and functionality cater to user preferences. The result is a user-centered design that enhances usability and satisfaction, creating an intuitive and engaging experience for users of the software.
User Personas
By crafting a detailed representation of the target user(s), I gained insights into their needs and behaviors. This guides design choices, ensuring that layout, visuals, and functionality cater to user preferences. The result is a user-centered design that enhances usability and satisfaction, creating an intuitive and engaging experience for users of the software.
Color Palette​
A cohesive color palette holds great significance for a Software-as-a-Service (SaaS) product, shaping the user's perception and overall experience. In this context, the utilization of blue within the color palette carries particular importance. Blue is often associated with professionalism, trustworthiness, and technology. By incorporating shades of blue, a sense of reliability and competence is conveyed to users, fostering a sense of trust in the product's capabilities, in addition to the obvious symbolism linked with whales.
User Journey​
A user journey map for an attribution software is a visual representation that outlines the user's experience and interactions with the product. It provides a logical framework for understanding user needs, expectations, and pain points at various stages of their journey. By identifying these touchpoints and emotional states, the map helps product teams pinpoint opportunities for improvement, align features with user goals, and ensure a user-centric approach throughout the software's development.
Cohorts
Cohorts analysis helps brands track and understand customer behavior patterns, make informed decisions, and identify valuable customer groups for retention and acquisition.
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Using cohort analysis we can understand how much revenue a new customer will generate over time, and determine the payback period - the length of time it takes until customer acquisition cost (CAC) is returned, and understand if the current customer reactivation approach is working.
By default, customers are grouped based on when they placed their first order. For each cohort, it calculates the chosen metric (LTV, #customers, AOV, Net Sales etc), and then it continues to update this figure as repeat customers make additional purchases over time.​
The report should allow segmenting and filtering of the data that allows to better understanding how and why different subsets of customers are worth more to the business than others, and which will help make important decisions.
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Pain points with existing Cohort analysis
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Possibly we are not including 0-dollar orders (freebies)
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Different definitions of metrics?
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The filters don’t work well - often don’t change the data
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Requests to see the data further back than one year
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UX is old and not consistent with the rest of the TW application
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Functionality is not competitive with other solutions​
Pacing
​Users can set their own monthly and yearly goals and see how their sales are performing accordingly.​
AI Chat
'Willy' is an AI chatbot that allows you to ask anything about your Triple Whale account data.​
LTV
An LTV (Lifetime Value) is the projected spend your customers will generate over their lifetime. However, for one-time purchase businesses like eCommerce stores, a more practical way to define LTV is how much a new customer spends on your products within a certain time period such as 1 or 2 years.
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An LTV report provides insights into the value a customer brings to a business over their entire relationship with the company. It analyzes the revenue generated by individual customers, segments, or cohorts, and helps businesses understand the profitability and long-term potential of their customer base.
