Audience Manager
ROLE
I worked as a UX Designer, driving end-to-end design with a focus on information architecture and strategy to streamline workflows in large- scale form filling.
TEAM
UX Designer, PM, SDE
TIMELINE
3 months
TOOL
OVERVIEW
Leveraging exclusive home property and weather data, our team aimed to innovate within Spectrum's software suite, PSAI, by creating "Audience Manager," a tool designed to identify potential leads after extreme weather events like hail storms. The challenge was the existing inefficient process of manually contacting leads, lacking mass communication and advanced data mapping capabilities. Our solution focused on automation, starting with collaborative sprints for user need validation and optimal lead targeting strategies. Through rapid prototyping and testing, alongside close collaboration between UI designers, product managers, and data scientists, we sought to streamline the lead generation process, enabling efficient, automated dispatch of services to targeted leads.
PROBLEM
Contractors did not have a solution to find leads while sending alerts efficiently through weather storms.
Currently, users lack an efficient method for contacting clients following a weather storm event. The existing process manually targets users to contact potential leads based on preferences.
There is no functionality for mass sending or advanced data mapping to facilitate a more efficient service based on the information. The business raised this problem, and a solution was to be built to cater to this user need.
GOAL
Finding a solution that allows contractors to efficiently research leads through weather events, enabling them to offer their services more effectively.
Our objective was to automate the process, enabling clients to efficiently identify and dispatch their services to preferred leads through a streamlined procedure.
Focusing on automation, we initiated collaborative sprints, starting with a discovery phase to validate user needs and determine the best approach for targeting leads in need of our services.
During the discovery phase, we developed high-fidelity mockups for rapid idea iteration, testing, and reiteration to identify the optimal solutions for our customers. The UI designer and I worked closely with our project manager and data science team to align and refine our concepts for development.
SOLUTION
Creating a research tool that allows users to find leads, set automation alerts, and download weather reports empowers an easier business flow for contractors.
Creating a research tool for contractors
We envisioned a system where users could easily find their leads by researching specific areas on the map and then filtering properties based on their preferred criteria.
Filtering based on storm events, storm damage level and PMI scores.
Weather events view so contractors can see the most recent storms and details on which leads where picked up.
Generating leads into customized lists
Clients seek to collect multiple leads in one area to then offer services. Traditionally managed through an 'All Contacts' list, we proposed creating multiple, scenario-specific lists, such as by storm, city, PMI score, or any other custom tag.
This is the home screen for audience manager which showcases list with multiply property/lead information
A list can be created through existing records in the system, the map, or their records.
Providing a visual breakdown all leads within a list
We envisioned a system where users could easily find their leads by researching specific areas on the map and then filtering properties based on their preferred criteria.
The side panel displays a breakdown of all leads within the clients' list in order to visually comprehend how each list compares in relation to different weather events.
Allowing users to automate service alerts based on an extreme storm event
We envisioned a system where users could easily find their leads by researching specific areas on the map and then filtering properties based on their preferred criteria.
Users can set an automation to alert users by email or text based on their preferences.
CONCLUSION
Audience Manager marked a strong start in user engagement for our users
Audience Manager successfully transformed Spectrum’s PSAI suite into a data-driven, weather-responsive lead generation system for home service contractors. By combining exclusive weather and property datasets with automated targeting and outreach, the tool reduced the manual labor of post-storm lead discovery and enabled faster, more strategic service dispatching.
Engagement efficiency -35% time-on-task for lead creation
User retention & task completion +42% increase in saved lead list
User satisfaction- Positive NPS comments on ‘ease of map search’ and ‘lead grouping clarity’.