Network Insights started as an internal idea, so it had to be tested and validated by publishers to determine if it was worth building. Through interviews with publishers and internal teams, we collected data through research to prioritize what publishers wanted out of this feature.
To see what repeat visitors (renamed loyal readers) were interested in on their website and in general.
To see trends of loyal readers on the publisher's website and on aggregate.
To see a breakdown of categories and topics were interesting to loyal readers.
To see topics related to trending topics.
Actionable alerts based on Network Insights data.
With this data, I started thinking about the data visualizations that would best visualize the raw data. We also needed to consider power users — users who wanted to see the granular data and make their own decisions. The design required a hybrid of easy-to-digest visualizations and more tabular/excel data that could be sorted by columns and exported into its raw data form.
With all of this in mind, I designed the layout with a bird's eye view of the data at the top and the more detailed data at the bottom of the page in a sortable table. Loyal Readers is defined as a person who has visited the website twice within two weeks.
We alpha tested with a few publishers to validate our design and gather feedback. It went through several iterations to clear up confusion with the data visualizations.