OVERVIEW / 01
Magellan Solution helps visualize the social presence of brands and their competitors - I led design and supported feature growth
Proof of Concept
The client was already successfully using multiple third-party analytics tools for social media monitoring and competitive analysis. We developed a basic proof of concept prototype with engineers to validate the feasibility of integrating three existing APIs (PI System, Upfluence, and Tableau) into one unified web app platform.
PROBLEM / 02
A marketing team partner of Publicis struggled to visualize social media presence for brand against competitors, spending hours on manual competitive analysis reports
Core Problem
Copy-pasting data between tools and spreadsheets
Manually reformatting reports for different stakeholders
Re-running the same reports weekly across multiple platforms
No centralized way to share insights across team members
Pain Points
Time drain: 8+ hours weekly spent on manual data compilation
Data silos: Insights trapped in individual tools and personal files
Inconsistent reporting: Different team members creating different versions
Delayed decision-making: Stakeholders waiting days for updated competitive intel
3 Design KPIs
Time efficiency: Reduce report generation time by 80%+
Ease of use: Achieve 90%+ user adoption within first month
Team collaboration: Enable instant sharing and real-time access to insights
SOLUTION / 03
I created detailed user flows and wireframes for three core user types: marketing managers (administrators) who oversee the report organization and permissions, marketing analysts (creators) who create the reports with data, and content marketers who need quick visual reports. Each experience was tailored to their unique goals and workflows, ensuring clarity, efficiency, and actionable insights across the board.
Design Strategy
Role-based navigation: To reduce cognitive load for each user type.
Shared dashboard elements: To maintain consistency across user experiences.
Permission-based feature visibility: To streamline interface for each user.
Cross-user collaboration points: For seamless handoffs between roles.
Progressive disclosure interactions: To guide users through complex flows without overwhelming them.
Result
A web app dashboard that automates social media competitive reporting, built to streamline how marketing teams track and compare brand performance. By connecting directly to platforms like Instagram and YouTube via the Upfluence API, it transforms weeks of manual data collection and analysis into real-time, visual insights. The result is faster decision-making, smarter strategies, and more time for creative work.
Impact
85% Reduction | 3x Faster | 40% Increase |
|---|---|---|
In time spent on competitive analysis (from 20 hours to 3 hours per week) | Report generation and distribution to report analysts | In competitive insights actionability due to real-time data visualization |
