Retail Personalization Index
Lead UX Strategist & Designer
UX • UI • Research • IA • Content Strategy • Exec Presentations • Customer Interviews • Stakeholer Interviews • User Testing
Agency: Frank Collective
2020
sailthru.com/personalization-index
Sailthru wanted to transform a data-rich report into an engaging web experience. Our mission was to uncover the interests of our audience, devise creative ways to present the data, and strategically highlight Sailthru's services and platform capabilities. By understanding the audience's motivations and leveraging the data effectively, we could elevate the report's impact and maximize its marketing potential.
To initiate the project, we facilitated a remote workshop with Sailthru's core stakeholders. This collaborative session allowed us to dive deeper into the report's utilization within the business, identify critical challenge areas, and share our unique perspectives. By posing key questions, we sparked valuable dialogue and gained insights that informed our approach. Some of the questions that sparked discussions included:
Research & Discovery
We utlized user testing data, Google Analytics and interviews with retail industry experts, stakeholders and customers to formulate insights that would drive both design and marketing strategy for RPI. Top of mind during our research phase was how to make the experience sticky, ways to make the data more relevant and interesting, and opportunities for marketing Sailthru, the brand behind the report, in ways that would make users feel valued.
In years past we discovered only 20% of users scrolled past the top 15 ratings. Our hypothesis was that we could increase engagement and dwell time if we gave visitors reasons to stay: editorial content, expert opinions and bite-size data callouts that didn’t overwhelm users would create a richer content ecosystem to attract users. We used Google Data Shorts as a reference to show the client the power of compelling short form data. This concept became a centerpiece of the microsite.
Interviewees expressed interest in learning more about Sailthru through case studies of similar companies. We proposed merchandising RPI with educational content, including "How Sailthru Does It" callouts, to highlight Sailthru's products and services.
The most clicked items from the previous year's RPI were visitors seeking answers on how the index worked, what it measured, and why it mattered. We recommended leaning into this by providing context, learnings, and insights. This approach aligned with promoting the "Get my Personalization Score" quiz as the primary homepage call-to-action. We replaced last years “Schedule a Demo” primary CTA with a “Take the Quiz” CTA.
The detailed site map and content outlined all traced back to our initial insights presentation. The site map contained a content outline, CTAs, key links, callouts and 6Sense personalization opportunities. This provided a benchmark for any remaining stakeholder feedback before moving into wireframes.
We delivered a microsite that Sailthru could use to promote the Retail Personalization Index across all channels. This resulted in increased engagement with the report and a big jump in qualified lead capture.