Project summary

A project that has shown how important to is to properly understand your users before esigning a KPI and related dashboard product. It’s been key to bring key stakeholders such as Management as well as team leads together to align on a North star and how to measure it. Key in this project were workshops to align on vision and mission as well as KPI definitions. In the end our dashboard has been used on a weekly basis to follow up on our performamnce within the markting organisization.

Team

the core team:

• the central marketing analytics team that supports the leading global Klarna Marketing management

• 4 analysts including myself

Main stakeholders:

• Klarna Marketing and Product Top Management

• All marketing growth and loyalty teams

• App product teams

• Engineering managers globally

Core Result

a dashboard product as well as global marketing KPI framework for the Klarna Bank AB globally. Used on a weekly basis to follow up on our performance.

The Problem

no aligned global way to measure our marketing performance that we could use as a base to take key strategic as well as budget decisions.

User Research, Discovery

Interviews with leading management using the value proposition Canvas: goal was to find out how our central analytics team can best support the global Marketing organisation

Ideation, Wireframing

• holding workshops and weekly meetings with key analytics stakeholders. “Using the KPI framework as a means to steer our ship - together as a team - and make sure that we all know our task on how to get there”

• tried out dashboard prototypes

• educated team analysts on building dashboards within their teams

Prototyping and Iteration

• published first dashboards into the organisation and received feedback

• adapted dashborad and KPI experience based on feedback after and druing meetings where dashboards have been used

Solution + Outcomes

a KPI framework for the global marketing organisation. A central dashboard app with core KPIs to measure our weekly performance.

Outcomes and Learnings

The importance of include stakeholders in all steps of your journey especially in a large organisation such as Klarna and the importance of also knowing or finding the “indirect leaders” who can initiate change. The importance of a shared story (mission and vision) to make a large organisation aka “Ship” sail into the right direction.