Case Study 01
Analytics Dashboard
A real-time analytics platform designed for data-driven decisions.
ClientDataFlow Inc.
Timeline6 Weeks
RoleUI/UX Design
Year2025
A real-time analytics platform designed for data-driven decisions.
The client needed a dashboard that surfaces complex datasets in an intuitive, scannable way. Their existing tool was a spreadsheet — powerful but unusable for non-technical team members. The goal was to make data accessible without dumbing it down.
DataFlow Inc. serves a mix of analysts, product managers, and executives who all need the same data in radically different ways. The design challenge was to build a single interface flexible enough for power users, yet approachable for those checking in weekly.
The business goal was clear: reduce time-to-insight from minutes to seconds, decrease reliance on the data team for ad-hoc reports, and increase daily active usage among non-technical staff by at least 30%.
User interviews with 8 stakeholders revealed a striking pattern: 80% of users only needed 3 core metrics daily — conversion rate, active sessions, and revenue attribution. Everything else was noise that created cognitive load without driving decisions.
I mapped user flows for each role type, audited 4 competing tools, and ran card sorting sessions to determine how users naturally grouped information. Three layout concepts were prototyped in Figma and tested with representative users before a clear direction emerged.
The decision to prioritize a card-based modular layout came from watching executives physically rearrange sticky notes during a workshop — they wanted control over their view, not a fixed dashboard dictated by engineering.
“A dashboard that turns complexity into clarity.”
The primary dashboard surfaces the three most critical metrics front-and-center, with progressive disclosure for deeper data layers.
Card-based modules allow each user to customise their view. Visualisations use a muted teal accent — a deliberate departure from the typical red/green traffic-light system that causes alert fatigue.
A simplified onboarding flow reduces time-to-first-insight for new users from 12 minutes to under 2.
Within 6 weeks of launch, non-technical adoption exceeded the target by 12 percentage points. The data team reported a 60% reduction in ad-hoc report requests. The client attributed a measurable uptick in quarterly planning efficiency to the new visibility the dashboard provided.
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