Demographics Card Update
In this particular experiment, our goal was to increase engagement on the Quantcast Measure profile. It is a scrolling page consisting of 10 cards which contain a different report on your website/app. We use bar charts on 5 out of the 10 cards.
Our hypothesis in this experiment is if we diversify and simplify the ways we visualize data, people won't skim as quickly, creating a focus on the card buttons and data. For us, engagement is: staying on the card longer, clicking on “View Details.” and/or changing the data view on the side (Composition, Web/Apps, Help).
We targeted the Demographics card because it is close to the top, and has more visibility.
Current Demographics card.
I identified elements in the current design I liked and wanted to improve upon. I also needed to make decisions on how different I could go since it still needs to fit in with the other cards.
Design A.
Design A. I played around with how the charts were sorted, putting them all one on top of each other so it was easier to align elements. It's easier to find what you need, but a bit harder to scan. I received feedback that it's harder to compare the data and that the card is getting too long.
Design B.
Design B. This design received more positive feedback. The team liked how compact and easy to read it was.
Proposed Demographics card.
The design we landed on also features the U.S. Composition, something you usually only see in the Details view. The height of this card is determined by the height of the Index view, so I couldn't make it as short as I wanted to. I am hoping the focus is still on the the data, the “View Details” button, and the switches on the right side.
UI Button Prompts
Experiment on the Buzzfeed Profile page
An experiment to test the waters on simple visual cues to teach users how to interact with Profile cards. Our hypothesis is that they don't see the “View Details” button and clicking on the button will give the users more value.
