UX DASHBoard
Designed a UX dashboard to align teams on goals and past insights
Pact Coffee are a specialty coffee provider who source high-quality, ethically-produced coffee beans from around the world; offering their customer a personalised subscription service.
The challenge
In my initial days at Pact, I encountered several challenges while completing projects. These challenges included misalignment on business and project objectives, a lack of clarity regarding user types and personas, limited insights into competitors, disorganised historical data, reliance on assumptions, and a recurrent 'your opinion versus mine' dynamic.
These hurdles hindered our ability to make informed, data-backed decisions and ultimately impacted the user experience.
How might we?
The question I wanted to solve was: How might we streamline operations at Pact which establish goal alignment, user understanding, competitor insights, data organisation and data backed decision-making in order to enhance the user experience?
My hypothesis
By implementing a centralised platform for Pact, which informs all teams on business goals and KPIs, user types and their goals, competitors insights and historical data this would encourage data-backed decisions and enhance collaboration resulting in an improved user experience
A lot of my sense making was to collate the available insights, analytics, CRM team data and place them in a Figjam board; so I can triangulate that information to inform the work that I do.
Mission, values, vision and business goals
I started by reviewing Pact's mission, vision, and business goals to ensure the user experience aligned with its strategic direction. To gather this, I spoke with key stakeholders, including the CEO, Growth Director, and Product Manager.
Pact's value proposition
''It is a combination of high-quality coffee, convenience and easy customisation.''
I asked the Growth Director about what customers value most and what Pact excels at to ensure the user experience highlights Pact’s unique strengths.
KPIs
Admittedly, I was not fully aware of all KPIs Pact targets before creating the board. However, being informed by the Product manager helped prioritise research goals, design goal and effectively measure the impact of projects - using monthly recurring revenue, customer lifetime value and customer acquisition cost.
Defining user types
Pact previously defined customers as 'Store users' and 'Subscribers,' with outdated personas. To refine this, I led a workshop with key teams to align on user types based on customer relationships. I structured the session to highlight its value, leading to a new, more granular user type framework used to update personas and personalise projects.
interactions between customers and the company
Mapping customer contact channels, like customer service tickets and Trustpilot, streamlined feedback enabling a proactive approach. This reducing delivery related inquiries by 4%.
We are yet to see the impact that the Pact UX board has had, particularly, in regards to company KPIs and OKRs. However, we did see an impact on the team:
Holistic user focus
There has been a growing shift in the company's culture towards a holistic user-centric approach. It encouraged teams to consider the impact of their work on the end user.
Interdepartmental collaboration
I have been able to collaborate with cross-functional teams more effectively, fostering a shared understanding of user insights and objectives. It has improved collaboration between the Product team, CRM team and Customer services team.
Data-driven decision-making
The UX Board became a hub for data integration and sharing. The product team and the CRM team have utilised data-driven insights to make informed decisions.
Introducing the UX board was both challenging and insightful. Beyond creating it, I had to sell its value to stakeholders, sharpening my communication skills. This experience reinforced the importance of a user-centric culture, and I’m confident its impact will be seen in future user satisfaction and business success.