Marketing Catalyst
RESPONSIBILITIES
End-to-end scope and release of MVP
Data visualisation and complex chart interaction design
Creation of “North-Star” prototype for stakeholders
Continuation of Catalyst suite of products
ROLE & EMPLOYER
Designer, Boston Consulting Group
The mission
The productisation of the Marketing Catalyst platform required updated visual styles as well as improved user experience in order to win new clients for BCG.
Visual of original UI
The problem
1
Lack of visual styling that is expected of a digital AI product from BCG
2
Limited graphing capabilities in the existing tech stack
3
Lack of flexibility in the UI for modern experiences
4
6-month timeframe to deliver a functional end-to-end MVP from initial data ingestion to scenario simulations
Design process
The Design Lead and I worked together and started by mapping the as-is, establishing the structure of the tool, designing low-fidelity wireframes. We conducted prioritisation exercises using a sitemap to determine what would be included in the MVP of the new tool.
Behavioural prototyping
We engineered a high-fidelity prototype that mirrored the live environment, eliminating the 'prototype-to-product' gap for stakeholders.
In development
User behaviours are specified and detailed and visuals of error states and other edge cases are also shared with developers.
Various user workflows and UI changes visualised for developers
Marketing Catalyst gives every user access to the same data structured in the same way. This common toolkit, along with a quick, flexible, and straightforward approach to optimizing budget allocation, makes it easy to improve your marketing mix, campaign planning, and digital marketing activities.
Tackling Complexity with Marketing Catalyst: Operationalizing analytics to meet the modern marketing challenge
– BCG article published 2021
The impact
1
A complete experience from data ingestion to scenario creation delivered in 6 months
2
Reusable design components for other client engagements and white-listing
