Podcast Analytics Report Builder
For Flightpath, B2B SaaS Predictive Analytics Web App
Responsibilities: Product Design, Research, Experience and Interface Design, Dev Support
Worked With: Chief Data Officer, CTO, Customer Experience Rep, Contract Developer
Primary Goal: Clients can build and pull the reports they need from the database, without needing a CX rep.
Secondary Goal: CX Reps can build client-specific templates without knowing how to code.
Background
The promise of Flightpath is that you’re not just getting access to the best podcast analytics app— you’re getting access to the best podcast analytics team. In our early days, that meant pulling a handful of monthly reports and the occasional one-off, client-specific query.
But as Flightpath gained new capabilities and our client base grew, we needed a way to manage the volume and complexity of custom reports without compromising quality or overextending our resources.
To solve this, we created Report Builder: an in-app feature for users to generate their own reports with client-specific templates created by our CX representative.
The impact exceeded expectations. It is one of the most positively reviewed tools in our app and has become a key selling point for our sales team. Report builder became more than just a tool for power users. It was the next phase of our original promise.
Within two months, Report Builder was being used by 100% of our clients and became Flightpath’s second most-used feature.
I can't imagine doing my job without Flightpath reports. It doesn't just make my job easier. It lets me expand my scope and do better work than I've ever done before.
User Research and Problem Statement
I worked with our Head of Data to analyze 6 months of client requests, around 50 in total, and identify the most common report requests we were getting and the context of those requests. I also interviewed 5 of our client network ad ops specialists to identify pain points in their use of Flightpath Data, and the goals that access to that data would allow them to achieve.
Jessica Smith
Ad Ops Specialist
Jessica's Problem Statement
Jessica needs quick and reliable access to tailored analytics reports.
Flightpath’s unique data insights have the potential to help her company achieve even greater success, but only if she can access and apply them effectively.
Without an efficient way to generate these reports, she won’t be able to leverage the full potential of her partnership with Flightpath, limiting her ability to drive strategic initiatives.
Having this feature will allow her to quickly access Flightpath-backed data, enabling her to align her team’s strategies with company goals and confidently demonstrate measurable impact to stakeholders.
Narrative Design Goal for Jessica
Jessica should feel empowered. While she is filling out a predetermined form, she should still feel like the one who is actually building the report. Pulling data is not something Flightpath does for Jessica; it’s something she does with Flightpath
After reviewing the problem statement, user journey, and available development resources, we decided that the MVP would not include a visual display component. Feedback from clients confirmed that their ultimate goal was to generate a spreadsheet, making this a practical and focused decision
Internal Alignment and CX Problem Matrix
I organized a brainstorm session with our COO, CTO, and Head of Data to create a problem matrix and narrative goal for an internal CX representative.
Felix
Flightpath CX Rep
Felix's Problem Matrix
Felix needs a user-friendly tool to build custom report templates based on client needs.
The current reliance on the Data Team for fulfilling client support requests has created delayed responses, frustrating both clients and internal teams. While Felix excels at understanding client needs, he lack the tools to act independently.
Delays caused by running pull requests through the Data Team will risk client frustration and a diminished perception of Flightpath’s service quality. Over time, these inefficiencies could erode trust and weaken the company’s reputation as a leader in podcast analytics.
Felix will be able t0 improve response times and ensures a seamless customer experience. By delivering on Flightpath’s promise of exceptional data access, the specialist can enhance customer satisfaction, uphold professionalism, and solidify Flightpath’s reputation as a premier analytics provider.
Narrative Design Goal for Felix
Felix should feel confident and capable. As he guides clients through using the tool, he should feel assured that he has the resources to effectively meet their needs. Providing excellent customer service should feel seamless and rewarding, reinforcing his belief that Flightpath equips him to uphold its promise of quality and professionalism.
While the long-term vision for the product was to support CX leads and specialists, we prioritized building a scalable tool for broader CX use, ensuring it could grow with the team. This set two critical requirements for the MVP.
- Must require minimal technical expertise and no SQL knowledge.
- Must restrict CX representatives from unfettered access to client data.
Narrative Design Challenge: Optional Fields Feel Disempowering
Through user testing, we found that complex forms with optional fields often felt overwhelming and detracted from Jessica’s feeling of empowerment, hindering their ability to fully utilize the tool.
To address this, I took inspiration from Airtable’s approach to filters, where each additional condition adds a new row dynamically. This concept informed the final design, simplifying optional fields and making the tool more intuitive.
Technical Challenge: Report Response Times
One of our key technical challenges was the potential delay in generating some reports, with estimated times ranging from 20 seconds to a minute—too long for a seamless experience.
I was inspired by Geocaching’s two-tab system: one tab for created reports and another for reports ready to download. This approach allows them to gracefully manage delays while maintaining clarity and user trust.
Sketch and Mockups for Modular Form
Inspired by the designs from Airtable, I created a form that the user could build themselves. It starts by asking what template the user would like to use and then provides them with the required fields and an option to add additional parameters.
Select Images to Enlarge
Prototype of Report Builder
Your goal is to create a Predicted Impressions Report for your weekly Thursday Canada check-in meeting.
You want the report to look at the impressions for all shows for the next thirty days aggregated by week. For this meeting you only want to see results from Canada, and you only want shows that are on the Megaphone DAI. Good luck!
Prototype not working? You can view it in a separate window here.
Successes
From Data Pulls to Data Insights: Delivering on Our Promise
This feature succeeded in delivering more than just data. It seamlessly provided clients with access to Flightpath’s powerful insights and the expertise of our world-class data team. By bridging the gap between raw analytics and actionable insights, we reinforced our promise to empower clients with the tools and services they need to boost their revenue and improve efficiency.
Designed for Pro Users, Loved by All
Initially envisioned as a tool for our most advanced users, the product’s intuitive design made it accessible and valuable for all clients. By prioritizing user empowerment, we crafted a form interface that let users build the reports they needed rather than relying on rigid, pre-defined templates. This flexibility turned a pro-user tool into a universally adopted feature.
A Tool Everyone Trusts
In Just Two Months
Personal Reflection
Product Design Challenge: Dev Resources
One of this project’s biggest challenges the constraints of minimal development resources. We had to go through a few rounds of narrowing down the MVP before we could find the balance between what really mattered and what we would be able to build. But it was exactly that process that made the modular form the heart of the product, and the reason for its success.
Interface Design Lesson: The Power of Narrative
This project is also a testament to the power of narrative design. It would have been easy to deliver a basic form with pre-set templates, but by centering the user and designing for their control and autonomy, we created a tool that resonated far beyond our expectations. This focus on user empowerment was critical in turning a technical necessity into a celebrated feature.