Industry
Media
Client
Interpublic Group (IPG)
Expertise
Product Design
Interaction Design
Artificial Intelligence
UX
UI
AI-Powered Auditing | The Digital Experience Audit
Overview
The Digital Experience Audit (DXA) supports the work of creative agencies across Interpublic Group’s companies, including UM, McCann, RGA, Reprise, and Matterkind,
With flexible theming options, automated audit creations, and data-driven recommendations – Creatives and Media Professionals are able to track the digital performance of thousands of brands easily, all in one place.
Powered by data, driven by AI, DXA tracks the digital performance of their brands and campaigns, to allow our people to focus on growing and expanding meaningful relationships with their audiences.
Winner of the Red Dot 2021 Brands & Communications Design Award for Interaction and User Experience.
Opportunity
Create an automated way for brands to audit and monitor the performance of their entire digital ecosystem. The product should provide recommendations for guaranteed performance improvement as part of the audit results.
This SaaS product is intended for use on the agency side to service their Creative and Media clients, as well as on the client side to independently audit their brand platforms.
Bonus Points: This is an important tool for new business, both incremental and net new. It should be a show-piece.
Research
User Personas were identified at the start to help validate hypotheses and define user needs.
Personas are updated every quarter with new interviews and research methods to help drive user-centric product strategy.
We started with end-user journeys for the MVP, and expanded to Admin and Super-Users in later phases.
Continued research helped uncover unmet needs as the product became more robust. Users wanted:
More transparency in to how the data is analyzed.
An easier way to customize audit questions.
We also uncovered some things users liked 😻
Clean and intuitive UI.
Fast-loading.
Easy to present results to clients.
Solution
DXA is the most powerful auditing system in the industry. It automates data collection and analysis through integrations with trusted data partners, guiding users with clear progress indicators and estimated completion times. It assesses over 700 digital performance attributes, comparing them against industry benchmarks from a proprietary database, and utilizes an AI-powered recommendation engine to identify growth opportunities with actionable insights. Users can visualize over 3,000 data points through customizable, interactive charts, including comparisons and real-time updates, all presented in a user-friendly interface designed for intuitive exploration and presentation.
Results
Adidas improved their organic social performance by 41%.
By auditing and implementing the DXA recommendations across Twitter, Facebook, and Instagram, Adidas achieved 25% revenue growth in the UK.
By implementing DXA’s recommendations, clients were able to grow their business by an average of 30%.
Awards
Red Dot Design Award
Branding & Communication
Indigo Design Award
Gold
Digital Design
Indigo Design Award
Gold
Digital Tools & Utilities
Indigo Design Award
Silver
UX, Interface, & Navigation
Indigo Design Award
Silver
Interaction Design
Indigo Design Award
Bronze
Interactive Design
