Anfisa Pocovi°

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Matrix

Matrix is a Pernod Ricard tool for testing and comparing marketing investment scenarios. Its users already understand the domain; the interface had to help them compare and decide.

Company
Pernod Ricard
Role
Product Designer
Year
2021–2023
Type
AI & Data · Internal Product
Specific Brand x All campaigns, yearly view: campaign timeline with ROI per campaign, M&T spend by channel against volume, and the campaign performance table grouped by campaigns

01Overview

Matrix brings together campaign timelines, spend by channel, ROI and scenario planning for marketing teams. It is information-dense by necessity.

02My role

Product Designer

  • Views of spend vs ROI at different time scales
  • Campaign performance tables and grouping
  • The control tower for managing scenarios
  • Hierarchy for expert users

03The challenge

You don’t always need less information; you need a better way to see it. Removing data wasn’t an option, so hierarchy, grouping and comparison had to do the work that empty space couldn’t.

  1. 01Several options side by side
  2. 02Columns competing for the same weight
  3. 03Scenarios that must be set up, compared and finalised

04Approach

4.1

See the spend, then decide which scenario stands

Matrix is for marketing teams who already know the numbers. One view shows spend against ROI by year, month or week, with a campaign’s dates and channels in a tooltip. The same campaigns can be grouped by campaign or by touchpoint, or listed across every brand.

The control tower is where scenarios are managed: type, objective, reference year and status. A scenario can be tied to a rolling forecast, set as final, duplicated or edited. Its inputs open beside the list. Help, guides and what’s new sit in one menu.

05Key flows

5.1

Spend vs ROI over time

The same view works by year, month and week, with campaign details in a tooltip.

  1. 1Yearly
  2. 2Campaign tooltip
  3. 3Monthly
  4. 4Weekly
Specific Brand x All campaigns, yearly view: campaign timeline with ROI per campaign, M&T spend by channel against volume, and the campaign performance table grouped by campaignsOpen full size
Yearly
Yearly view with a tooltip on a spend bar showing campaign dates and spend per channelOpen full size
Campaign tooltip
Monthly view for July with campaign bars stretched across the weeksOpen full size
Monthly
Weekly view for week 42, Monday to SundayOpen full size
Weekly

5.2

Comparing campaigns

Performance can be grouped by campaign or by touchpoint, and analysed across all brands.

Campaign performance grouped by touchpoints, with a campaign tooltip showing ROI, spend and volume contributionOpen full size
By touchpoint
Campaign analysis across all brands: campaign, brand, dates, spend, volume contribution, execution metric, effectiveness and ROI, with export and paginationOpen full size
All brands

5.3

Managing scenarios

In the control tower, scenarios are listed with type, objective, reference year and status. From one row a scenario can be linked to a rolling forecast, set as final, duplicated or edited, and its inputs open in a side panel.

  1. 1Manage scenarios
  2. 2Row actions
  3. 3Choose a rolling forecast
  4. 4Edit inputs
Manage scenarios: tabs for pre-matrix, all, final and historical scenarios, with name and type, objective, reference year, dates, creator and statusOpen full size
Manage scenarios
Scenario row menu: associate a rolling forecast, set as final, download, edit, duplicate, deleteOpen full size
Scenario actions
Modal to select the corresponding rolling forecast: June, October, January or AprilOpen full size
Rolling forecast
Scenario inputs panel: name, scenario type, optimization objective, variation of spend per house of brand and prefixed net sales constraintsOpen full size
Scenario inputs

06Design decisions

  • Start from the decision

    What is being decided, what supports it, what is visible first and what can wait.

  • Design for comparison

    Alignment, status and grouping let the eye move across a scenario rather than rebuild it.

  • Help one click away

    FAQ, guides, what’s new and requests sit in a help menu.

07Outcome

Designing for specialists doesn’t mean making the interface complicated. It means knowing what they need immediately, and what they can open when they’re ready.