Centerfield Media
Background
Dugout is a proprietary software built and used by Centerfield Media. The platform is used to track, analyze, and optimize customer acquisition at scale for a list of leading global advertisers. The platform houses quite a large variety of data points which are all displayed as extensive tables with a UI similar to Excel. As part of a revamping initiative, we were tasked with upgrading the usability of filters within these many different tables that exist across the Dugout platform.
Software Redesign
The Dugout platform was originally designed only to be used internally. Over time, the company has grown as rapidly as its clients in size and scale - out of necessity, the platform is now being exposed to external users. As part of a revamping initiative, the Product team began brainstorming a general redesign of the overall look and feel of Dugout. We kept in consideration the existing branding constraints and opted for small but impactful design changes to simplify and modernize the overall look and feel of the data heavy interface.
Introduction of Filters
As a platform is used by a variety of different internal teams members from media buyers to data scientists, Dugout requires extensive filtering options that allow all types of users to display data to meet their individual requirements. The platform houses so many data points and it became quickly apparent that our users’ collective pain was the time it took to get to the specific information they need. The multiple layers of filters were unorganized and uncategorized, posing visual clutter and proving ultimately to be time consuming to maneuver. The Product team was tasked with simplifying and streamlining the filter options to be more manageable.
We set out to solve two main problems: 1) the visual management of filters to maximize the real estate so that more data could be shown at once and 2) the lack of filtration persistence - users were accessing tables multiple times a day and had to filter each set every time.
Dugout Mobile
Introduction Dugout is a proprietary software built and used by Centerfield Media. The platform is used to track, analyze, and optimize customer acquisition for a list of leading global advertisers. An existing iteration of the mobile app (App v1) had been implemented in years prior but had become outdated and obsolete over time.
Objective The core users required easy access to stay updated on A/B testing results on-the-go. The previous mobile app needed to be overhauled and reimagined for speedy analysis.
Problem
Dugout is primarily intended for use as a desktop application. Given the data-heavy nature of the platform, mobile functionality presented many great challenges - primarily the visual representation of thousands of rows of data points on a handheld device as well as performance optimization issues related to serving such large amounts of data in a timely manner.
Users needed a platform with easily digestible data points as well as basic functionality to adjust or end any unsuccessful tests to limit any related revenue loss.
Results To simplify access to the data, we stripped away all non-essential information and introduced a few core function, including the ability to change traffic splits for A/B tests and to visualize data (including updates on impressions, clicks, conversions, revenue, movement) to keep the internal team updated in real time.