Product design
Dashboard: Depth on arrival, not another report to build
The dashboard was clear but shallow. Users needed to understand performance the moment they landed, not build another report to get there.
Context
The annual survey showed users wanted a deeper, more flexible understanding of performance as soon as they landed on the site. The existing dashboard supported a limited set of groups and a single metric at a time. Users had to leave and build separate reports every week to see what the dashboard should have shown them.
Challenge
Two problems had been deprioritised for years because neither felt urgent in isolation. The dashboard was too shallow to be useful on arrival. And the mechanism for building it relied on a pattern that looked like the rest of the platform but behaved differently, meaning users couldn't trust it.
Approach
Working closely with internal and external users, we focused on what people needed to understand immediately on arrival. Users consistently gravitated toward a table format. It matched their existing visual language and presented deeper information cleanly. I brought the build mechanism back in line with the platform by using the trusted grouping pattern users already knew. The new structure allowed multiple groups and metrics in one place, with more meaningful ways to cut the data.
Outcome
Key weekly highlights were surfaced on the homepage and the dashboard was future-proofed with moveable columns and space for additional dimensions. Users gained a deeper, more flexible view of their data without extra steps.
Reflection
I assumed users would want a more visual, feature-rich dashboard. The research showed they wanted depth and flexibility in the data itself. Being proved wrong early made the outcome stronger.
Selected working artefacts from the project. Blurred intentionally to protect business context, shown to demonstrate the depth and shape of the work, not as polished deliverables.