Overview
SPINS is a leader in the wellness data analytics space for Consumer Packaged Goods (CPG). SPINS has years of industry experience in the wellness space and has been providing market insights to small to large retailers and brands.
Fresh Produce Reporting is a performance dashboard for fresh produce like grains, vegetables, and fruits across retail stores. UPC data has been perfected by SPINS already but fresh is a new landscape. The directives are to unify and harmonize the UPC and Fresh produce data.
Problems to solve
- Retailers and grocers want to see the performance of the fresh produce side of their business which comprises 40% of the total USA retail grocers market.
- Retailers and grocers lack an effective way of viewing the full performance of packaged goods with fresh produce sales.
Goal
The main goal is to provide one source of truth that will help retailers understand the performance of their fresh produce section. The performance can only be fully grasped through the focused view of the retailer store and the comparative view of the retailer versus the rest of the competitors.
Discovery
I was tasked to design the dashboard to showcase the insights to help retailers or grocers understand the combined data of packaged goods and fresh produce. I started by conducting focus group discussions with stakeholders from the product intelligence, analytics, and product teams to understand the underlying data and build the charts and measures we can interpolate.
The report was developed within the confines of the Power BI platform because it is known to be relatively easy to build and the speed of loading the data (it can load 50GB of data within 15 seconds). On the downside, Power BI is notorious also for its limitations in implementing data visualizations because of the pre-made components. As a middle ground, I designed the Power BI design library in parity with the SPINS design system. This helps limit the design within the possibilities of Power BI speeding up the development and time-to-market.
User Persona
Retailers or grocers are the main user persona of this application as they are mainly focused on understanding the collective performance of packaged goods and fresh produce. On top of performance, they want to see a holistic view of seasonal data of fresh to anticipate demand and spoilage across their stores in different regions.
Research
We used various UX research methods to understand the needs and requirements of the product. We conducted several user interviews and focus group discussions in collaboration with the research team to understand the user needs at different business levels. A user journey map and service blueprint were done to capture the journey of the user personas. After unifying the business requirements with the available data the product requirement was set in stone.
Design
The Jobs to be Done framework served as a guide throughout the design discovery process. After many iterations, I designed a set of wireframes to materialize the vision of the dashboard and to gather quick feedback from stakeholders. Once the data visualizations and measures were agreed upon I started translating wireframes to visually appealing components using our custom Power BI-friendly components of our design system.
Wireframes
FIGMA Prototype Walkthrough
Power BI Design System
In conjunction with the existing SPINS design system, I have led the efforts to create the Power BI design system that serves as the component library and guide on creating reports in the Power BI platform. This makes sure that reports adhere to the style guide while limiting the interactions and design within the realm of possibilities in the Power BI ecosystem.
Iteration
Testing continues on the Fresh Produce as new features roll out. The next phase is to start merging packaged goods data with fresh produce data. The research deliverables and prototypes have taken on a life of their own. The personas and user journeys have helped to frame stakeholder discussions around the context of Fresh and the prototype helped solidify the vision of the report.
