Escher Ecommerce
Edge By Ascential
Role - Lead User Experience Designer
Project Goals
Achieve a new ability for users and clients to better understand and view data that was previously unavailable, while meeting business needs.
Understand client and customer needs from research though interviews, observations, and quantitative data collection to glean more insights for product improvement.
Resolve previous interface friction points to smooth out any difficulties the users may have faced with the older platform.
Project Background
Edge By Ascential is an online eCommerce analytics company that is a data, insights, and advisory platform for global brands and retailers such as Unilever, PepsiCo, Kellogg, Proctor and Gamble, and General Mills. Our design team in the Market Share portfolio worked as part of the research and development portion of the portfolio.
Our goal was to create and improve new ideas that would increase clients visibility into their customer’s data with new and groundbreaking methods. Our task was to combine the client's presence of retailer’s eCommerce outside of Amazon.
Initial White-boarding
Project Challenges
This project was started because a great portion of need for our client’s to view their data was left untapped and was difficult to visualize. We were also dealing with a short timeline to research and produce the product. "It became necessary to iterate on ideas and designs quickly to find the optimal and ideal solution to improve our customers experience.
We also were a growing team with limited resources. We held many short interviews with clients to get feedback and direction for the iterations. Between interviews and surveys, we had enough to produce outcomes for the various iterations, despite a limited amount of research data.
Product Wireframe
Project Improvements
By the end we identified many elements and portions of the desired platform that were either classified as no interest to the clients or unable to be completed by the developers in time for the deadline release.
We made modifications to the initial designs and created a vision for the product's future. This allowed us to condense what was truly necessary and filter out what may have been less valuable. The end product provided clients a deeper look into many other data sources that had previously been untapped.