UX Team Lead
Building an exploratory Product Intelligence area for Matrix 360
The challenge
Matrix 360 is a market-intelligence platform for the insurance industry. About 90% of the top firms use it. Our growth target is the long tail of niche and specialist firms.
The product's tooling was built for people who already knew their analysis. Users had to set up a widget before they saw any data. Many of them didn't yet know what they were looking for. My task was to design a place where users could explore before they built anything.
Process
The existing bet was that configurable reports gave users flexibility and control. That was a reasonable hypothesis.
The evidence told a different story. Sales, product and customers all said the same thing. Users didn't want to describe what they needed up front. I also saw drop-off in the Add widget flow. The effort of building was the barrier, not a lack of options.
That changed how the product team framed the problem. People often don't know what they want until they see it. Browsing is discovery, and building is execution. Most of our users were in discovery mode.
So the team moved back to an explore model. With product insight, I designed the new area's experience. It is built on tables, search and drill-in. It includes a market overview, lists, comparison tables and detailed views. Users see the market first and decide what to build afterwards. The Add widget flow remains in place.
Gallery
Results
Product Intelligence is now the most used area of Matrix 360. Usage data from GA4 and Microsoft Clarity shows it growing compared with the build-your-own reports area. That supports the shift in direction. Use of the build-your-own reports area, where users create their own reports to get data out, is unchanged. So the new area added engagement instead of replacing it. Users now explore in the product instead of exporting data and leaving. Customer feedback is positive. Sales are also winning back former customers who weren't convinced the first time.
Key learnings
Easy browsing beat flexible setup. Users needed to see the market before they could say what they wanted to build.
Role
UX Team Lead
Category
Matrix 360 · Product Intelligence