Triple Whale
AI Data Platform for Ecommerce Businesses
Company Triple Whale
Year 2022-2023
Role Product Designer
Triple Whale invited me to join their design team for my proven expertise in merging aesthetics and functionality. They saw in me the ability to create innovative, user-friendly designs in line with their mission. My primary mandate was to undertake an exhaustive design evaluation of their existing product and chart a clear path for integrating new features in the future. This endeavor was no small feat, given that the product had originally come to life under tight constraints and limited resources, resulting in numerous design inconsistencies and gaps.
Collaborating closely with my colleagues, we collectively conceived designs that have left an indelible mark on the experiences of thousands of delighted customers.
My responsibilities included:
Research analysis
Comparative market analysis
Wireframing
UI mockups
Information architecture
Prototyping
Usability testing
Color palette and general branding
Site navigation
Product icons
Sign up flow
Onboarding flow
Pricing model
Settings structure
Data visualisation
Cohorts
Segment builder
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.
User Journey Map
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.
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.
Cohort [ koh-hawrt ]
A group of people with shared characteristics
Background
Cohorts analysis helps brands track and understand customer behavior patterns, make informed decisions, and identify valuable customer groups for retention and acquisition.
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.
Pain points with existing Cohort analysis
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
Background
Users can set their own monthly/yearly goals and see how their sales are performing accordingly.
'Willy' (AI Chat)
Define customer segments to create personalized experiences, targeted communications, and high yield audiences.
Background
'Willy' is an AI chatbot that allows you to ask anything about your Triple Whale account data.
LTV [ Lifetime Value ]
The projected spend your customers will generate over their lifetime
What is an LTV?
An LTV is the present value of the total future revenue attributed to the customer relationship. 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.
What is an LTV report?
A Lifetime Value (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.
