Making Design Value Visible

Governance & Reporting

How can Design make its impact tangible so that leaders can act on it?

Design thrives when the wider organisation, not just designers, approeciate the value that user-centricity and strong craft bring. We took Senior Brand marketers at Reckitt on this journey.

Making Design Value Visible

Governance & Reporting

How can Design make its impact tangible so that leaders can act on it?

Design thrives when the wider organisation, not just designers, approeciate the value that user-centricity and strong craft bring. We took Senior Brand marketers at Reckitt on this journey.

Making Design Value Visible

Governance & Reporting

How can Design make its impact tangible so that leaders can act on it?

Design thrives when the wider organisation, not just designers, approeciate the value that user-centricity and strong craft bring. We took Senior Brand marketers at Reckitt on this journey.

The Friction

Marketing leaders were campaign-focused, judging success on media metrics (e.g. impressions, CPC, CTR) but lacked a framework for evaluating digital product success.

The Friction

Marketing leaders were campaign-focused, judging success on media metrics (e.g. impressions, CPC, CTR) but lacked a framework for evaluating digital product success.

The Pivot

We developed a global, cross-brand, and cross-market set of digital success metrics, aggregating data into a single dashboard to enable performance comparison.

The Pivot

We developed a global, cross-brand, and cross-market set of digital success metrics, aggregating data into a single dashboard to enable performance comparison.

The Impact

Designers gained objective measurements for their business contribution, while global brand directors received a clear view of comparative market performance.

The Impact

Designers gained objective measurements for their business contribution, while global brand directors received a clear view of comparative market performance.

Contribution

UX Director (Success Definition, Stakeholder Management, Dashboard Design) in partnership with Brand, Data & Engineering.

Contribution

UX Director (Success Definition, Stakeholder Management, Dashboard Design) in partnership with Brand, Data & Engineering.

Making Performance Assessment Easy

Reporting on digital product performance shouldn't be an exercise in data archaeology. We transformed a fragmented landscape into a strategic asset.

An assortment of logos representing Reckitt's fragmented data platforms

Consolidating Platforms

Reckitt’s data was fragmented across disparate sources including Shopify (eCommerce), Salesforce (CRM), Silktide (Site Quality), Google Analytics and more. Our primary goal was to unite these sources into a single platform to eliminate the friction of cross-system navigation.

Selecting What Really Matters

True executive reporting operates on a "What, So What, What Now" framework. We stripped away the noise to present the most critical "What," leaving deeper analysis for collaborative deep dives with analysts. This restraint doesn't limit information—it creates the focus necessary to stimulate action.

Creating Reckitt's Core Web Metrics

We didn't just build a report; we built a bridge. By embedding Reckitt’s Core Web Metrics directly into Datarama (the environment executives already used for media performance) we bypassed the friction of new tool adoption. This allowed brand. teams to instantly compare performance across markets and categories, placing design impact squarely in the view of the decision-makers who matter most.

Business Value

1st Party Data Additions: Captures growth in direct consumer relationships, a core strategic pillar for Reckitt.
Retail Referring Sessions: Tracks our success in driving traffic and maximising exposure to retail partners.
Direct to Consumer Sales: Represents the total revenue generated through brand-owned D2C channels (where relevant).

Technical Performance

Average Silktide Quality: A composite metric aggregating UX, SEO, accessibility, and content standards into a single performance benchmark.
Max Good URLs: A Google signal for the health and performance of the site architecture.
Min Core Web Vitals: A custom RYG summary of Domain technical performance based on Google Core Web Vitals.

Visitor Performance

Engaged Sessions: Total sessions meeting Google Analytics’ "engagement" threshold (ignores low value sessions).
Average Satisfaction Rate: The percentage of user feedback responses scoring 4/5 or higher, providing a direct pulse on consumer sentiment.

The Impact of Design Visibility

Reporting on real metrics quickly shifted design discussions from "Does it look nice?" to "Does it drive business value?"

Validation

Global design involvement directly correlated with measurable performance uplifts, proving design’s role as a critical business lever.

Validation

Global design involvement directly correlated with measurable performance uplifts, proving design’s role as a critical business lever.

Influence

Transparent, comparative data became the compass for investment decisions, ensuring optimisation efforts were targeted exactly where design had the most impact.

Influence

Transparent, comparative data became the compass for investment decisions, ensuring optimisation efforts were targeted exactly where design had the most impact.

Engagement

Pilot testing signaled a massive shift in mindset: 90% of marketing leaders committed to adopting user-journey metrics, moving beyond the limitation of media-only reporting.

Engagement

Pilot testing signaled a massive shift in mindset: 90% of marketing leaders committed to adopting user-journey metrics, moving beyond the limitation of media-only reporting.

Prioritisation

These results turned the roadmap into a fast-track initiative, unlocking deeper, data-driven insights that extend well beyond the initial executive dashboard.

Prioritisation

These results turned the roadmap into a fast-track initiative, unlocking deeper, data-driven insights that extend well beyond the initial executive dashboard.