Infogroup / Data Axle
I was hired on the Infogroup platform team “Data Axle” to help redesign internal tooling and streamline data ingestion, cleansing and distribution. I led UX research and drove design to simplify internal tooling and team processes, create robust documentation, design branding and define visual voice, and create a self signup for first time users. These efforts streamlined data processing, built trust with B2B partners, enabled self-service, reduced support costs, and streamlined a 6-7 week process into a 24 hour process with API access, for a 97% efficiency gain.
The Data Axle platform team became synonymous with data quality and trust both internally and for our B2B customers. These initiatives redefined Infogroups data strategy and longterm vision and heavily influence Infogroup’s rebrand to Data Axle.
Platform internal tooling
challenge:
User research exposed Infogroup had a highly manual process to ingest, clean, and distribute data that took on average 6-7 weeks. Each of the 6 data cleansing teams used different tools and processes, had no consistent way to measure quality data across all properties and varied means to ingest and distribute data. Software for a number of the tools was ASCII based key-code software and had an immensely high learning curve, was difficulty to update, and stored data on-site in an AS/400 database in Omaha, NE.
goal:
Unify and simplify the numerous on-prim workflows into a single cloud-based software platform. Standardize on a universal definition of accuracy and fill rate for quality, and drive a common solution for data ingestion and distribution.
process:
UX research / Design iteration, Design socialization, Cross-functional collaboration
results:
Standardizations across all properties for;
component library with consistent interaction patterns
consistent taxonomy
CTAs and affordances promoting awareness, trust, and engagement.
definition of quality as accuracy and fill rate
ingestion and distribution through API.
We created a simplified cloud-based, highly automated data processing platform where business record updates that previously took 6-7 weeks to process, were now processed in under 24 hours and accessible through an API via AWS.
Teams were repurposed and retrained to do more valuable work.
my role:
User research, Design, Design socialization and cross-collaboration with Support, Product Management and Engineering teams.
Online documentation
challenge:
Documentation was being managed by various individuals in varied formats and shared by hand or email, leading to issues with version control and accuracy.
goal:
Reduce inconsistencies and make our documentation accessible from one consistent location on the platform website. Utilize Data Axle visual system of infographics and data visualizations to simplify complex concepts.
process:
UX research / Design iteration, Design socialization, Cross-functional collaboration
results:
Easily accessible online documentation
Sales teams, technical support teams and end-customers had access to the most current documentation from one consistent, trusted source.
Illustrations helped lighten the stuffy technical tone providing approachable aspects of life and emotion.
Verbiage, taxonomy and overall messaging updated and adjusted through iteration as our offerings evolved.
various documentation pages
additional illustrations
my role:
User research, Design iteration, Illustration, Design socialization and cross-collaboration with Data Cleansing teams, Product Management and Engineering teams.
Data Axle platform definition & branding
challenge:
Infogroup had various data compilation teams, each with a distinct name but little to differentiate between the quality and services they offered.
goal:
Data Axle platform team needed a visual identity to differentiate it as a leader in data quality within Infogroup and showcase the additional abilities to search, submit, and subscribe to real-time data. The identity was to be used on the website, internal tools, data interfaces, and business/sales materials.
process:
UX research / Design iteration, Design socialization, Cross-functional collaboration
A logo inspired by three main functions of the platform’s technology: data ingestion, data cleansing and real-time data availability and distribution.
Modern visual representation that differentiated the platform team from previous dated data solutions
“Data Axle” platform name became synonymous with trust and data quality to Infogroup customers. Within a few years, Infogroup rebranded to Data Axle with core tenets based on this work.
results:
my role:
Stakeholder interviews, Industry Audits, User research, Design iteration, Design socialization and cross-collaboration with Platform CTO and Infogroup Branding and Marketing.
Platform team illustration
challenge:
No visual language existed to convey complex data compilation.
goal:
Explain technical concepts with clear visual narratives, and data visualizations to enable a learning path for non-technical users while promoting trust, quality, accuracy and conceptual alignment for all users.
process:
UX research / Design iteration, Design socialization, Cross-functional collaboration
results:
A visual identity system that extended the messaging and intention behind the platform’s logo creation (data ingestion, data cleansing and real-time data availability).
Illustrations and infographics, connecting real-world use cases with capabilities platform data would provide organizations.
A More approachable and consistent visual language that provided levity to the dry technical documentation that was focused solely on implementations.
Inclusion of Consumer data and B2C database content.
Business, Consumer and B2C Database Artwork
Infogroup has three distinct databases; Business data, Consumer data, and B2C data that was represented with the artwork below. Each database included a variety of related segments that customers can select and choose to license.
APIs
The Data Axle platform had seven APIs represented by distinct artwork that alluded to their core functionality, while included aspects of search, submit and subscribe.
Platform artwork
Illustrations and infographics supplemented conference media, presentations, monthly newsletters and email blasts, providing a more colorful and approachable understanding of the concepts and technologies.
Conference animation - Narrated by our CTO at the conference (narration not available).
my role:
Stakeholder interviews, Industry Audits, User research, Design iteration, Design socialization and cross-collaboration with Platform CTO and Infogroup Branding and Marketing.
Self signup / free trial workflow
challenge:
Product managers, Sales and Support teams were regularly randomized with new or prospective customer discussions about our data solutions, technologies, setting up free trials. This required substantial introductory hand holding.
goal:
Create a self-signup process for customers to register for a free trial of our platform's APIs and technologies. This introductory process would help users understand our data model better and clarify their future interactions. Users would be able to select and filter datasets that suit their business needs while learning about our products and services. Consequently, this method will reduce the need for heavy Product Management, Sales, and Support involvement, resulting in cost savings.
process:
UX research / Design iteration, Design socialization, Cross-functional collaboration
results:
A workflow where customers could signup for a free 30 day trial of our business, consumer or B2C data.
Empowered customers with hands on engagement
Substantial increase in self-signup activity
Dramatic reduction of Product management, Sales and Support randomization, enabling reprioritization of time for other important business initiatives.
Operational cost savings for internal teams
Highlighted the need to expand self-service efforts
my role:
User research, Design, Design socialization and cross-collaboration with Data Cleansing teams, Support, Product Management and Engineering teams.