Improving Predictive Analytics Experience
A Case Study in SaaS Software UI/UX Redesign
Keen Decision Systems pairs datasets with market research, prior coefficients, and proprietary response curves to help Fortune 500 marketing leaders forecast, optimize, and analyze their marketing investments.
Project Overview
As lead designer, I collaborated with a project manager to redefine the product vision and deliver data-driven UX improvements for Keen's SaaS platform, which empowers companies to save millions on marketing investments and increase sales ROI.
This case study details the comprehensive UI redesign that simplified and streamlined the user experience, making this powerful tool even more accessible.
Outcome
More than double the main KPIs each year after the redesign.
$7.5B+ of Marketing Budgets Optimized.
AI implementation to increase the efficiency of data-driven results.
Significantly reduced client time to access predictive analytics by simplifying the complex user experience.
Transformed the platform from an outdated interface to a modern, visually appealing platform with an intuitive user experience.
Improved user satisfaction, increased user confidence, and enhanced productivity.
The User’s Struggle
Prior to the redesign, companies struggled with Keen's software due to its overly complex and time-consuming interface, hindering their ability to effectively leverage its powerful marketing investment optimization capabilities.
(updated design shown on the left)
The Goal of a Redesign
By reworking the platform's site map, updating the interface design, and creating a more comprehensive workflow, we could empower users with greater platform intuitiveness and accessibility, leading to improved client retention and increased ROI for both Keen and their clients.
The Complexity of the Software and Challenges
Keen Decision Systems' software is complex primarily because it deals with the intricacies of marketing optimization and investment planning for large Fortune 500 companies.
As the UI/UX designer, I faced the added challenge of navigating this sophisticated landscape without a comprehensive background in marketing investment terminology or processes.
This meant that I often had to rely heavily on my project manager to translate complex marketing concepts into actionable design requirements.
The Collaborative Approach
My project manager took the lead on the information architecture and collaborated closely with me to establish comprehensive user flows. He was instrumental in providing me with up-to-date information from market research and data analysis.
This enabled me to redesign the entire user interface as only a part-time contractor and make informed design adjustments as we learned more about the impact of this new design.
Our close partnership allowed us to navigate the complexities of the platform and deliver a significantly enhanced user experience.
The Transformation Solution
By streamlining user flows, we minimized the need for users to navigate through numerous pages to input data and align information. This significantly reduced user friction since users could rapidly input and run data through the regression model with clear instructions and minimal steps.
The Visual Solution
The transformation of Keen's software extended beyond functionality, incorporating a significant enhancement of its visual appeal. The new design is characterized by a modern, sleek aesthetic, and was strategically crafted for users to easily input and digest vast amounts of complex data.
The redesigned data visualizations enhanced visual clarity, and have proven to be a valuable asset for both Keen and their clients, fostering greater engagement and ultimately contributing to improved marketing investment outcomes.
Usability Testing
Keen prioritizes client feedback to drive continuous UI/UX improvements. Their client experiences are relayed to me, enabling data-driven redesigns of user flows and screens. This process ensures that the platform remains intuitive and aligns with evolving client needs.
“Keen has been an invaluable partner for Perfect Snacks as we evaluate our marketing activities and plan future investments. The speed, flexibility, and robustness of the platform, coupled with incredible client service, have created a synergistic partnership that’s a crucial part of enabling our growth ambitions”
— Meredith Diehn (VP, Brand Marketing — Perfect Snacks)
The Impact of Intelligent Software Partnering with a Strong UX Design
$1.2M increased profit for a TDS meter and filter company (view case study).
52% net profit increase by spending 15% less for a leading craft beer company (view case study).
49% increase in profit ROI with 6% growth in new revenue for a global company (view case study).
View all available case studies on Keen’s website (view more case studies)