Upon acquisition in 2017, Rhiza's general-purpose analytics product needed to serve the research needs of local TV & radio stations and networks. Nielsen wished to aggressively protect against revenue erosion to lower-priced competitors and turned to the newly-acquired Rhiza team for help. Our goal was to bring the simplicity of repeatable market research tools to local markets using the system we had built.
We proposed targeting two different groups of users, introducing "Creator" and "Consumer" roles. The objective was to mask off just enough complexity and provide a refined workflow for "Consumer" users, while enhancing expressive power and publishing capabilities for "Creator" users. Along the way, we would develop a syndication model of pre-built research stories for "Consumer" users to subscribe to—thus creating a new revenue stream for Nielsen in local markets.
We wanted to validate both the positioning of the product and this new, bifurcated user model. I created a few diagrams quickly showing the feature surface area each user class would cover. I validated this with potential users and subject-matter experts.
I also conducted an academic exercise exploring various ways people tend to browse feeds of information, and proposed several ways of "chunking" the interface up to avoid both nesting menu options to excessive depths and presenting users with a wall of indiscernable chaos.
This was an important step for developing our pre-fabricated research stories. Rhiza needed carefully manage a curated feed, which was new territory for both us and our acquiring Nielsen team.
I supported implementation by first prototyping the interface in the browser using Vue.js, then passing the prototype off to engineering when product leaders were satisfied with both visual and interactive elements. I then pivoted to creating traditional interaction design artifacts such as flow diagrams and wireframes.
The newly-adapted Rhiza product generated $5m annual recurring revenue for Nielsen with ~100 local TV & radio clients (~1,200 individual users). Rhiza's Template creation and publishing model led to formation of Media Analytics' Dashboard team, a team of 5 analysts creating valuable custom end-solutions for clients. These efforts also began critical conversations within Media Analytics about "always-on" solutions and the value of delivering software over services.