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Data-Driven Marketing System

Analytics Tool for a Real Estate Agency

Introduction

Creating a Decision Helper

Newland DMP is a tool for my client to make business decisions with solid data. The analytics tool includes nine functions for more than six job titles.

Rough Concept for Proposal

Workflow Overview

Design After Contract vs Design Before Contract

For piecework basis projects, there is always a contract to sign before the case kickoff. However, the case of Newland DMP was so complicated and  and abstract that it was hard to establish the scope of contract at the beginning. As a result, I participated in the initial meetings with the salesman to figure out the contents of the cooperation contract together.

Stakeholder Interview

Face The Decision Maker

I first interviewed stakeholders to know their perspective and the budget sources of this project.

Initial Research & Discovery

Rethink the Ideas from Cloud

After the interview, I verified the client’s original unrestrained ideas, turning them into contextual and reasonable functions for specific scenarios. Further, some quick and dirty prototypes are built to help us signing out the contract.

Design

In-depth Study

List the Future and Now

By deeply understanding how the users communicate and do reports, I clarified their initial motivations. According to that, I made a diagram to show the old methods, participants, interfaces, and how we’re going to affect them through new tools and policies.

Political Issue vs Design

This is a tool for salespeople and their supervisors. If the supervisors see a lot red warning information, they would blame salespeople, which may cause them make fake data. So I lowered the visual priority of the warning to keep the database correct.

Interface That Made of Numbers

I explored data and defined the meaningful information. Then, I made mockups with real data for better interaction.

Retrospective Design for Data Source

When I was collecting data, I found that some data format is incoordinate and some data isn't recorded. If the information is valuable and employees don't have to put too much effort into recording it, I will do some mockups made of fake data to convince them adjust their workflow or data format.

Hand Off

Clear Specification Surpass Than Detailed One

At the beginning, I thought when it came to specification documents the more detailed the better. Because detailed document could avoid controversy. However, it turns out that other team members don't like to read, they like to see mockups or ask me verbally. So I modified the form of my document to make it concise.