A successful design is one that flawlessly addresses the needs of its users. It is not only essential that we understand CHEP and its customers, but we must also investigate the habits and needs of the specific employees who might use this dashboard. We spent the afternoon discussing which CHEP employees would find our dashboard useful and created a persona to accurately represent their needs and goals. Below is a copy of the persona details:
Mark Ellis is the corporate finance director at CHEP. His responsibilities revolve around operational cost efficiency, performance, and profitability analysis. He uses complex financial modeling and detailed management reporting to aid in CHEP’s decision-making and to meet the company’s corporate objectives. Mark held a previous position at CHEP as a logistics coordinator. His current position enables him to apply his technical knowledge and supply chain experience to CHEP’s sales operations, aiding in the effective identification of CHEP’s potential opportunities and threats.
As the director of such an important department, Mark has little time to focus on the nitty-gritty. He needs to see the most important statistics, and quickly. CHEP’s high-level information dashboard allows Mark to obtain real time reporting and strategic decision making tools, enabling him to effectively visualize overall performance, identify the financial opportunities that drive profitability, and manage CHEP’s existing customer base. He can visualize both long-term effects of past actions and monitor the impact of day-to-day happenings.
Mark Ellis’ Needs:
- High-level information
- Simple navigation
- Quick access to critical information
Mark Ellis’ Goals:
- To make informative decisions
- To identify any critical problems
To accompany our persona, we created a use scenario in the form of a story board. Below is a further explanation of this storyboard (note: each paragraph describes a single illustration, reading from left to right, top to bottom):
It is a normal day for Mark. He needs up-to-date information and is confident he will quickly find all the information he needs about CHEP’s pooling system in his performance dashboard.
Mark is able to use his dashboard anywhere he goes in the CHEP facility. He steps away from his desk and he receives a page from a co-worker who has sent out the plastic crates to their current client, Leighton Apple Farm. He wants to know the most up to date information on the service recovery because the crates had yet to arrive at the farm. This information given to Mark on the dashboard gives him a clear visual to give his co-worker the average delivery time on pallets.
After Mark comes back from a meeting he decides to engage with his co-workers about the late delivery of plastic crates this morning. He shows the information on his Scorecard dashboard to show to them exactly how the information works and how easily accessible it is if there is a failure.
Mark arrives to his other meeting and feels very excited and connected with the other co-workers in other departments. The easy visualization of complaints and other efforts of innovation within the company always reminds him of how his experience and ideas are helping CHEP and their pooling cycle.