Funnel IQ is a business intelligence and analytics platform for go-to-market and revenue operations teams. The software provides a no-code solution that aggregates sales, marketing, and customer success data into a single source of truth, then provides turn-key data visualizations, insights, and collaboration features. I led Funnel IQ’s product design team, responsible for all UX, design, and user research aspects of both the core product and customer implementations.
Funnel IQ seeks to help sales, marketing, and customer success leaders who face one of these classic problems:
During the company’s early history, I interviewed 10-12 SMEs as part of customer discovery. These interviews validated the basic problem statement while allowing us to get a better understanding of the way that they were currently analyzing/reporting their sales/marketing data. I found that there were strong similarities in our customers’ reporting needs and existing solutions.
Based on sketches from the company founder, I created concept designs for investors and early customers.
Concept designs based on the sketches, showing variations in style and features. These were used primarily with investors and early customers.
Next I interviewed an additional 30-40 SMEs, target customers, and early customers. The purpose was to get both a broader and deeper understanding of our customers’ needs, activities, and existing solutions.
In parallel, I reviewed dozens of our customers’ data/analytics reports. Combined with our subject matter expertise, we distilled these into a standard set of product features and analyses.
The in-depth research produced the following findings:
We used these findings to generate product opportunities – for example:
As part of the solution ideation process, I analyzed both direct competitors as well as related tools that were trying to perform similar functions.
I led guided collaboration / co-creation sessions with stakeholders and SMEs to generate design ideas. Co-creation gets the entire product development team moving in the same direction and greatly reduces the time from design start to design approval.
Based on customer feedback, I created the Metric Detail pages which allowed users to dive more deeply into their data. These pages allow users to see trends over time, change segmentation, and validate our calculations against their raw data.
I performed a number of usability testing rounds on both the core product and new, proposed functionality. The testing revealed a number of issues:
We proposed a redesign of the Metrics Detail pages and a “library” menu that organizes all metrics and analyses offered by Funnel IQ. The library would allow customers to access the full range of our analyses from anywhere within the application.
In parallel with the design work, I ran a card sorting exercise with target customers to help inform the final information architecture of the library menu
