Genie Portal - Global Market App
Role:Senior UX Designer
Duration:6 months
Team Size:just me
Skills:UX Research, Design system,
UI Design, Usability testing
Output:B2B tool for the global marketing
team across all the Unilever brands
ROI:Increase on NPS: 38%Reduced onboarding time: 25%
Summary/Context
The Digital Genie Portal was developed as an innovative internal tool at Unilever to revolutionise digital marketing programme activation. The project aimed to create a comprehensive, user-friendly platform that consolidates all digital marketing resources into a single, intuitive journey.
Challenge/Problem Statement
- Simplifying complex digital marketing activation processes;
- Creating a unified resource for diverse marketing teams;
- Developing an intuitive, step-by-step guidance system;
- Addressing varied user needs across different marketing functions;
Project phases
1
Discovery
2
Delivery
Conducted three-week research into Unilever's digital marketing ecosystem through user experience mapping and stakeholder interviews. Developed user personas and analised workflow requirements to identify opportunities for a unified portal. Outputs: User personas, workflow analysis, UX journey mapsOutputs: Detailed experience map; three distinct user personas; initial platform conceptualisation; and user workflow documentation.
Created a digital marketing activation portal with intuitive guides and streamlined navigation, integrating multiple resources into a unified platform for efficient workflow management.Outputs: Digital Genie Portal platform; comprehensive activation guidelines; user experience optimisation framework; and marketing resource integration strategy.
Project take aways
- Bridging Service Manager-Technician Gap: Successfully created a unified platform that serves both service managers and technicians, eliminating communication barriers and enabling seamless collaboration across technical and strategic functions.
- Single Dashboard Versatility: Demonstrated that one well-designed dashboard with multiple filtering capabilities can make complex data management both easier and intuitive, eliminating the need for separate tools and interfaces.
- Strategic KPI Implementation: Defined KPIs prominently displayed on the first line of each card serve as executive summaries, keeping service managers informed about overall portfolio and asset performance while immediately highlighting critical alerts.
- Enhanced Work Prioritisation: Enabled service managers to efficiently prioritise their workload, plan resource allocation, and tackle alerts systematically through clear visual hierarchy and actionable data presentation.
- Data-Driven Decision Making: Transformed how renewable energy teams collaborate by converting technical complexity into strategic insights that drive informed decision-making across all organisational levels.