Hapttic

The existing experience made it difficult for teams to quickly understand brand performance. The main issues were:

• Important insights were spread across separate views
• Campaigns were difficult to compare
• Changes in message volume were hard to recognize
• The marketing website did not clearly explain the product's value

I reviewed the existing dashboard, product requirements, information architecture, and core brand-monitoring workflows. The analysis highlighted three main opportunities:

• Centralize important information: Bring key campaign data, mentions, sentiment, and activity into a clearer overview.
• Support faster comparison: Allow teams to compare campaigns using consistent metrics in one place.
• Make trends easier to recognize: Use clearer visualizations to reveal peaks, drops, and changes in conversation volume.

• Centralized Dashboard: The redesigned dashboard organizes key brand intelligence data into a clear hierarchy, helping teams understand performance without moving between multiple views.
• Campaign Comparison: A side-by-side comparison view allows teams to evaluate multiple campaigns and identify differences in performance more efficiently.
• Unified Inbox: Messages and brand mentions are brought into one structured inbox, making important conversations easier to review and manage.
• Message Volume Trends: Time-based visualizations help teams identify unusual activity, campaign peaks, and changes in brand conversation over time.
• Marketing Website: The marketing website was redesigned with a clearer content structure and stronger visual identity to better communicate Hapttic’s capabilities and value.

The redesign transformed Hapttic's fragmented experience into a clearer and more structured brand intelligence platform.

Campaign data, messages, sentiment, and trends were organized into focused workflows, helping teams understand brand activity without constantly moving between separate views. The new comparison tools made campaign performance easier to evaluate, while message-volume visualizations provided clearer context around peaks, drops, and changes over time.

The redesigned marketing website also strengthened Hapttic's positioning by communicating the product's capabilities through a clearer content hierarchy and a more consistent visual identity.

Overall, the project created a more cohesive experience across the website and dashboard, making Hapttic easier to understand, navigate, and use for brand monitoring and campaign analysis.