I worked as Design Director on the development of a new Audience tracking platform created for DigitasLBi. I worked on this alongside LookOut, another social listening tool which was part of the same digital suite.
Our goal was simple; to avoid a wave of drop downs and lists, which are prevalent in other tracking tools. The setup process is completely based around 'painting a picture of your audience'.
An intuitive search tool allows users to choose the brands their audience are interested in.
By gradually painting a picture of the audience users can view a breakdown of them in a number of ways.
A vector based data visualisation for users to view crossovers and interests of their selected audience. A radial approach, which allows users to see multiple views of the same data. It also allowed a large number of results to be displayed on a micro and macro level.
The concept phase of the project allowed us time to explore many ways of visualising the data we were working with. A lot of sketching and quick prototyping gave us the chance to view the connections of various audiences in traditional and more unorthodox visualisations.
The tool went live in Spring 2014 and is currently exclusively available to DigitasLBi clients.