Social Media Monitoring for B2B Marketing Teams with Sentiment Analysis
Social Media Monitoring for B2B Marketing Teams with Sentiment Analysis
Transformed a cluttered academic OSINT tool into a structured B2B product that marketing teams can actually operate.
Transformed a cluttered academic OSINT tool into a structured B2B product that marketing teams can actually operate.
Role
Role
Product Designer
Product Designer
Industry
Industry
Sales & Marketing
Sales & Marketing
Team
Team
4x Engineers + 1x PM
4x Engineers + 1x PM
Platform
Platform
Web App
Web App
Problem
Problem
We saw marketing teams struggle with ORCA's overwhelming interface while monitoring brand sentiment after a product launch. Despite its superior AI capabilities in sentiment analysis across social platforms, the lack of user-friendly filters and a clear pathway to strategic insights has led marketing teams to abandon the platform after trials.
The interface, resembling a research experiment, hinders effective navigation and understanding of brand mentions in relation to their strategic needs.
We saw marketing teams struggle with ORCA's overwhelming interface while monitoring brand sentiment after a product launch. Despite its superior AI capabilities in sentiment analysis across social platforms, the lack of user-friendly filters and a clear pathway to strategic insights has led marketing teams to abandon the platform after trials.
The interface, resembling a research experiment, hinders effective navigation and understanding of brand mentions in relation to their strategic needs.
Key Insight
Key Insight
Users don't want to see raw data and processed insights simultaneously, they want to move between them intentionally as part of a workflow that mirrors how they actually think about social intelligence.
Users don't want to see raw data and processed insights simultaneously, they want to move between them intentionally as part of a workflow that mirrors how they actually think about social intelligence.
Solution
Solution
The design approach for social media monitoring emphasized a linear workflow, incorporating distinct phases: search configuration, a media wall for content review, and an analytics dashboard for insights.
The media wall facilitated curated content review, allowing users to efficiently filter posts, while the analytics redesign focused on modular sections to present sentiment, trending topics, influential users, and temporal analysis. This structure enabled users to access quick insights or conduct detailed analyses based on their specific marketing needs.
The design approach for social media monitoring emphasized a linear workflow, incorporating distinct phases: search configuration, a media wall for content review, and an analytics dashboard for insights.
The media wall facilitated curated content review, allowing users to efficiently filter posts, while the analytics redesign focused on modular sections to present sentiment, trending topics, influential users, and temporal analysis. This structure enabled users to access quick insights or conduct detailed analyses based on their specific marketing needs.
01
01
Separated media wall from analytics dashboard based on distinct user mental models
Separated media wall from analytics dashboard based on distinct user mental models
02
02
Designed modular analytics sections to be consumed independently, addressing the overwhelm problem
Designed modular analytics sections to be consumed independently, addressing the overwhelm problem
03
03
Introduced persistent platform filters and workflow navigation, giving users clear orientation and control over their analysis process
Introduced persistent platform filters and workflow navigation, giving users clear orientation and control over their analysis process
04
04
Transforming one chaotic screen into three focused workflow phases
Transforming one chaotic screen into three focused workflow phases
Outcome
Outcome
The redesigned ORCA evolved into a production-ready B2B SaaS product, enhancing user task completion by enabling marketing teams to independently extract insights from data.
The modular analytics approach allowed users to consume insights based on their expertise, preventing overwhelm.
This redesign also established ORCA as a scalable platform, facilitating systematic feature integration through improved information architecture. Consequently, sales demos became more effective, clearly demonstrating the value of social media monitoring investments from social listening to insight extraction.
The redesigned ORCA evolved into a production-ready B2B SaaS product, enhancing user task completion by enabling marketing teams to independently extract insights from data.
The modular analytics approach allowed users to consume insights based on their expertise, preventing overwhelm.
This redesign also established ORCA as a scalable platform, facilitating systematic feature integration through improved information architecture. Consequently, sales demos became more effective, clearly demonstrating the value of social media monitoring investments from social listening to insight extraction.
