Media relations is an integral part of communications, but the practice suffers from some legacy issues–like outdated reporting tools. Ugly visualizations, piles of website screenshots and smokescreens of dubious social metrics make meaningful reporting coverage a real challenge. We wanted something better, so we decided to solve the problem for ourselves.
Designing the right thing
We listened to our media relations team to get a clear understanding of the current pain points in campaign reporting. This helped us focus our ideas into key features.
- Clear metrics generated in real time that tally cost per impression, providing useful insights for staff and clients.
- A vastly improved tracking and reporting workflow for stories and what they actually mean for campaigns.
- And most important for our clients: Beautiful, modular, auto-generated reports with visualizations that surface the most important insights of any campaign.
We started designing at a low fidelity with paper sketches to quickly work through concepts and unify a design approach. Next we progressed to wireframes and mockups and refined further.