The Project
WordPress
Catering to the needs of niche segments, Squarespace and WIX focused on the small business owner market. As it turns out, the small business owner market is 150,000,000 strong.
Now, WordPress is making improvements to compete with Squarespace and WIX in the SMB market and analytics was a part of this effort. I helped them rethink their website analytics experience.
The challenge
Approachable Analytics
Empowering SMBs to quickly understand, prioritize, and act on the information presented in a way that positively impacts marketing (conversion, traffic, engagement) outcomes.
how i got there
Persona Research
After combing through all interviews, I identified two small business owner segments were identified as the greatest opportunity: total beginners and those who had experience with website metrics, advanced users.
SOLUTION
More approachable analytics
The design catered to a slightly more advanced user. I could easily scale back if we found out during testing that users needed a simpler presentation of the data. We ultimately wanted to make users better marketers and could solve for any learning curve issues through onboarding efforts.
Mid-size businesses (e-commerce)
Small business owners (traffic conversion)
