Developing a new social media analytics tool that straddles the line of ease of use and rich discovery.
Crimson Hexagon is a social media analytics platform used by companies to develop insights into consumer conversation. Insights go beyond simple positive and negative sentiment to a more nuanced portrait of drivers of sentiment, competitors, and category-level conversation. These insights can be applied towards answering strategic business questions and generating a brand strategy that is better aligned with the target customer.
Over the course of six months, EchoUser worked with the Crimson Hexagon team in a flexible UX as a Service engagement to reimagine the analytics experience and target it towards delivering insights to a new user type. EchoUser used a variety of research, testing, and design methods to create an effective and holistic solution.
After voluminous interviews with target users, EchoUser produced both a mental framework for how the data could be prioritized as well as a set of example content to communicate how it could be displayed within the product. This, along with the wireframes delivered previously, equipped the Crimson Hexagon team with the building blocks needed to build the most effective version of the data insights tool.