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CASE STUDY: From Static Data to Dynamic Insights: Custom ESRI Infographic Reports ROLE: Product Content Lead (UX Research & Interaction Design) THE CHALLENGE: Bridging the Information Gap The project began with a strategic realization: while ESRI provided world-class demographic data and Placer.ai offered industry-leading foot traffic insights, users were forced to manually toggle between platforms to build a complete picture. We identified a critical market gap—stakeholders needed a "single source of truth" summary report. The goal was to leverage the ESRI partnership to build a one-click infographic that blended spatial demographics with real-world visitation patterns for presentation-ready leadership decks. USER RESEARCH: Validating the "Why" To ensure the product solved real-world problems, Conducted 1:1 interviews across two key groups: - Internal Teams: Collaborated with the Business Development and Partnership teams to map out how ESRI’s API could ingest Placer’s proprietary visitation metrics without compromising data privacy or processing speed. - External Stakeholders: Interviewed Director-level executives in Retail and CRE who expressed a need for "board-room ready" visuals—specifically requesting simplified, high-impact summaries that could be exported instantly for high-stakes presentations. THE DESIGN PROCESS: Iteration & Technical Logic - Prototyping in Figma: Designed a modular report layout that seamlessly integrated Placer’s "Hourly Visitation" and "Trade Area" charts alongside ESRI’s "Market Profile" widgets, ensuring a unified brand aesthetic that didn't feel like two disparate data sources. - Stakeholder Alignment: Led design reviews with Placer technical leads to ensure feasibility, refining the data mapping logic to ensure foot traffic benchmarks updated dynamically based on the selected study area. - Implementation via Contentful: Managed the content architecture within Contentful, defining the report templates and "One-Click" trigger logic that allowed the system to pull the correct variables from both data lakes simultaneously. - Order Flow Design: Streamlined the user journey, reducing the report generation process to a single button click on the platform interface, removing the need for users to manually configure complex parameters. THE OUTCOME: A Platform Benchmark The Integrated ESRI-Placer Infographic became the gold standard for executive reporting. By automating the fusion of demographic and behavioral data, we reduced the time spent on presentation prep from hours to seconds. It achieved high engagement scores and solidified the ESRI partnership as a core value-add for our Enterprise tier.

Custom Infographic Reports

CASE STUDY: From Static Data to Dynamic Insights: Custom ESRI Infographic Reports

ROLE: Product Content Lead (UX Research & Interaction Design)

THE CHALLENGE: Bridging the Information Gap

The project began with a strategic realization: while ESRI provided world-class demographic data and Placer.ai offered industry-leading foot traffic insights, users were forced to manually toggle between platforms to build a complete picture. We identified a critical market gap—stakeholders needed a "single source of truth" summary report. The goal was to leverage the ESRI partnership to build a one-click infographic that blended spatial demographics with real-world visitation patterns for presentation-ready leadership decks.

USER RESEARCH: Validating the "Why"

To ensure the product solved real-world problems, Conducted 1:1 interviews across two key groups:

- Internal Teams: Collaborated with the Business Development and Partnership teams to map out how ESRI’s API could ingest Placer’s proprietary visitation metrics without compromising data privacy or processing speed.

- External Stakeholders: Interviewed Director-level executives in Retail and CRE who expressed a need for "board-room ready" visuals—specifically requesting simplified, high-impact summaries that could be exported instantly for high-stakes presentations.

THE DESIGN PROCESS: Iteration & Technical Logic

- Prototyping in Figma: Designed a modular report layout that seamlessly integrated Placer’s "Hourly Visitation" and "Trade Area" charts alongside ESRI’s "Market Profile" widgets, ensuring a unified brand aesthetic that didn't feel like two disparate data sources.

- Stakeholder Alignment: Led design reviews with Placer technical leads to ensure feasibility, refining the data mapping logic to ensure foot traffic benchmarks updated dynamically based on the selected study area.

- Implementation via Contentful: Managed the content architecture within Contentful, defining the report templates and "One-Click" trigger logic that allowed the system to pull the correct variables from both data lakes simultaneously.

- Order Flow Design: Streamlined the user journey, reducing the report generation process to a single button click on the platform interface, removing the need for users to manually configure complex parameters.

THE OUTCOME: A Platform Benchmark

The Integrated ESRI-Placer Infographic became the gold standard for executive reporting. By automating the fusion of demographic and behavioral data, we reduced the time spent on presentation prep from hours to seconds. It achieved high engagement scores and solidified the ESRI partnership as a core value-add for our Enterprise tier.

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