Pura + Brand Partners
At Pura, we feel extremely lucky to work with so many amazing brands and individuals. (Just to give you an idea, companies like Capri Blue, Anthropologie, and Disney are among our incredible—and growing—roster of partners.) These brand relationships are a key component to Pura’s continued success.
Opportunity: Increase the value Pura provides and receives from brand partners by providing relevant, useful, and real-time data.
Goals:
Brand partners renew with Pura at end of year
Establish baseline Brand NPS Score
Increase Brand NPS Score by 1 point from Q2 to Q3.
Process Overview
1. Understand what data is most important to our Brand Partners for data dashboards, what will be most useful to them, and how they want to interact with it.
Early wireframe
2. Prototype & test concepts
Common themes from customer interviews-
Partners value depth > real-time data
Most brand partners have minimal data literacy
Most brand partners will view this data in a desktop view
Most brand partners care about royalties over anything else
3. Data architecture. Figure out what data is available and how we can surface it to partners in a meaningful way.
Data structure
For each section of the dashboard we defined-
View Name
Description
Data fields used in view
Calculations
Formating
Filters
Data source
4. Skill up on business intelligence (BI) tools + data visualization design
5. Build dashboard on a third party tool, Domo.
*Note: Though Domo software is a powerful tool, design-wise it is pretty limited in visual customization. My guiding principles throughout the project were:
Keep it simple
6. Validate through continuous feedback and interviews.
PDF design of dashboard. To provide value to partners before all dashboards were built in Domo, we would send out PDFs with manually input data
Bonus
Platform Hero explorations. What does the future of data look like at Pura? Perhaps a platform for all things data. Sky is the limit.
Reflection
The dashboards have landed very positively with Pura’s Brand Partners. We are continuing to get feedback and make changes.
This project stretched me in a lot of ways. I was asked to explore and learn a new space (data visualization) while finding ways to make impact with just me and a Product Manager. All while being part of another product team. To show up as a powerful partner for this project, I had to be very intentional about my time and planning each week. Lastly, learning a Business Intelligence tool, Domo, was challenging in its own ways and is something I would like to continue to skill up in.
