This analytics dashboard was designed for a B2B SaaS company that aggregates marketing data from 15+ platforms into a single reporting hub. Decision-makers needed to go from raw data to actionable insight in seconds.

The Challenge

The existing dashboard overwhelmed users with 40+ metrics on a single screen. Data analysts loved it; C-suite executives hated it. The redesign needed to serve both user types simultaneously.

My Approach

Ran stakeholder interviews and job-story mapping across 3 user personas: the Analyst, the Manager, and the Executive. Used eye-tracking studies on the existing UI to identify which metrics were actually used. Conducted A/B tests on 4 different dashboard layout concepts.

Solution

Designed a role-based dashboard system where each persona sees a tailored view. Executives get a 5-metric "Command Centre" view; analysts get the full data explorer. Built a drag-and-drop widget system for personalisation. All charts are built with a consistent visual language using colour-blind-safe palettes.

Results

• Time-to-insight reduced by 60% for executive users
• Dashboard daily active usage increased by 78%
• Net Promoter Score increased from 23 to 61