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AI Marketing tool

Simplifying Data for Unilever’s Marketing Team

Simplifying Data for Unilever’s Marketing Team

AI MARKETING TOOL / WEB APP / DATA VISUALISATION | 4 min read

AI MARKETING TOOL / WEB APP / DATA VISUALISATION

4 min read

SHIPPED

BACKGROUND

An AI-powered tool to help brand managers track market trends and make data-driven decisions.

In 2021, I had the opportunity to work with Unilever’s marketing team, that markets new product variants called innovations for brands we all love, like Vaseline, Dove, Knorr, and countless other home care products.

I designed solutions that streamlined launch tracking metrics, leading research and conceptualization while collaborating with developers to craft intuitive visualizations in PowerBI.

TEAM

Snigdha - Lead Designer

Anshumala - PM

ROLE

Product thinking

User research

Interaction design

Visual design

TIME

(12 Weeks)

PROBLEM

Brand managers struggled to track product launches, overwhelmed by data and pressed for time.

Brand managers struggled to track product launches, overwhelmed by data and pressed for time.

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Business Goal

Reduce operation inefficiencies & speed up time-to-market

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User Goal

Quickly adapt to changes & effectively manage launches

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Making data accessible in under 30s

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Cut decision-making time by 60%

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Reduced revenue drop by 6% with AI Insights

LEVERAGING MICRO INTERACTIONS

Making data accessible, faster.

Making data accessible, faster.

Managers struggled with accessing key data points efficiently due to limitations in existing PowerBI visualizations.

Solution: Developed a consolidated visualization by integrating two pie charts into a single, streamlined view accessible with a single tap.

Impact: Reduced the time spent on data access from 10 minutes to 4 minutes per session, optimizing workflow.

RISK IDENTIFICATION

Discovering the Power of Visualizations

Discovering the Power of Visualizations

Discovering the power of Visualizations

Managers had just 15 minutes to scan through the data, and while the first iteration was well-received, it didn’t significantly reduce the time to scan.

Research revealed that managers relied heavily on RAG (Red, Amber, Green) filters to navigate data .

Solution: I improved on the visualisation by using RAG representations and making data more prominent by prioritizing key information.

Result: This enhancement led to a 50% increase in the use of key data sections

INTEGRATING AI INSIGHTS

For future forecasts and better decision making

For future forecasts and better decision making

As early believers in AI, our team took things further by merging past trends with real-time data to spot patterns.

After some discussions with our tech team, we crafted AI-driven market predictions to offer brand managers easy-to-understand insights

SUMMARISING

Geographical Insights

Geographical Insights

Initially the team had decided to provide small snippets of AI insights throughout the dashboard but later during user testing we noticed Users were overwhelmed by the detailed numerical data.

AI Implementation: Introduced AI-powered tooltips that summarise crucial trends, simplifying data comprehension.

Further Enhancement: Leveraged AI to analyse historical data, suggesting strategic adjustments in real-time to refine launch strategies

INTRODUCING FORECASTING

Future forecast highlights

Future forecast highlights

Future forecast highlights

Designed the forecast widget to feel simple and familiar, like a weather forecast.

The widget would scan data across the dashboard and prioritise only to showcase the larger gaps. Brand managers loved this feature more than anything else.

GROUND WORK

Creating a broader impact

Creating a broader impact

Tweaking the design system

Improved color contrast in the design system by adding high-contrast variations and new components, making it more accessible and visually engaging.

Working with constraints

PowerBI’s visuals were limited, so we brainstormed as a team, explored the library, and tried creative techniques to make our dashboards fresh, interactive, and more engaging!

Streamlining Documentation

I created feedback templates to skip real-time note-taking during reviews—our SCRUM master loved it! It saved the team tons of email threads.

GROUND WORK

Working in a small team while collaborating globally taught me a lot. From crafting research strategies to brainstorming with devs and innovating, good communication was key. Although we couldn’t launch the AI widget in phase one (I was really looking forward to that), we managed to integrate key insights into the dashboard, setting the stage for future growth.

Working in a small team while collaborating globally taught me a lot. From crafting research strategies to brainstorming with devs and innovating, good communication was key. Although we couldn’t launch the AI widget in phase one (I was really looking forward to that), we managed to integrate key insights into the dashboard, setting the stage for future growth.

🍄

Designed with Framer, FOMO & Fatigue

2024 Snigdha Narayan. All Rights Reserved.

Stalk me s’more ->

🍄

Designed with Framer, FOMO & Fatigue

2024 Snigdha Narayan. All Rights Reserved.

Stalk me s’more ->

🍄

Designed with Framer, FOMO & Fatigue

2024 Snigdha Narayan. All Rights Reserved.

Stalk me s’more ->

🍄

Designed with Framer, FOMO & Fatigue

2024 Snigdha Narayan. All Rights Reserved.

Stalk me s’more ->