Tealium: Data Supply Chain
White version of Data Supply Chain
Target Audience
Analysts, Marketers, and Developers
Core Problem
At the time, Tealium offered 3 separate server-based products — EventStream, AudienceStream, and DataAccess — and each product is a segment that contributes to a user’s overall data orchestration. As we transitioned our server-side offerings under one unified UI, it wasn’t immediately clear how these products communicated with each other.
Strategy
Our team conducted user research studies amongst target audiences to discover and comprehend existing pain points that they experience upon logging in. We also dove into competitive analysis to recognize how our competitors were doing.
Once the data comes together, we assessed opportunities within our own platform and collaborated with stakeholders of the business. We went through a prioritization exercise that ultimately served as requirements.
We learned there were three important needs the users wanted:
Users wanted to understand the relationships of their data, along with performance.
Users wanted to use this page as a launchpad to different pages and items in the product.
Users wanted to be notified of areas where breakdowns in data occurred.
On a side note, users will always see this landing page when logging into our product today, so first impressions are important!
Design
Data Supply Chain From there, I used Sketch Prototype to interactively walk through the experience and get a feel. Multiple design iterations were used to define the concept, and mocked up into Sketch.
