Marketing dashboard redesign

Laptop screen displaying a digital marketing dashboard with various performance metrics such as brand reach, audience penetration, brand recognition, ads frequency, marketing ROI, and audience engagement, with a sidebar containing user profile and navigation options.

The Problem

Marketing stakeholders at Ad-Market Company struggled to interpret campaign data due to overwhelming KPIs, poor hierarchy, and an outdated UI. The dashboard failed to support quick decision-making, resulting in confusion and time-consuming navigation.

My Role

  • Led UX Research (surveys + heuristic audit)

  • Designed information architecture

  • Created wireframes, UI layouts, and prototype flows

  • Delivered annotated Figma files for development

Tools Used

Figma, Miro, Google Forms, Notion

Goals

  • Improve information clarity and scannability

  • Prioritize key campaign metrics

  • Reduce friction in core tasks (campaign review, performance comparison)

  • Align design with SID’s brand evolution

Research Insights

  • Heuristic Evaluation: Identified major violations in visibility, consistency, and flexibility.

  • Surveys: 70% of users felt “overwhelmed” by too many metrics.

  • User Interviews: Found users mostly checked only 3–4 KPIs regularly.

Key Insight: Users wanted fewer, clearer metrics and a streamlined view tailored to their workflow.

Design decisions

Laptop screen displaying marketing analytics, including graphs and performance metrics for LinkedIn, Google, and YouTube campaigns, with a line chart showing impressions over time.

Old UI:

  • Metrics lacked grouping

  • Inconsistent data visualization

  • No customization

New UI:

  • Introduced tab-based navigation to segment workflows

  • Visual status indicators for ad approvals

  • Simplified KPI blocks with bold headlines and smart spacing

  • Toast components with 6px radius for clean micro-interactions

Laptop screen displaying a digital marketing dashboard with various performance metrics such as brand reach, audience penetration, brand recognition, ads frequency, marketing ROI, and audience engagement, with a sidebar containing user profile and navigation options.

Outcome

  • 50% faster task completion (observed in usability test)

  • 3 out of 5 users rated the new flow “very intuitive”

  • Stakeholders noted improved readability and visual alignment with brand

The groundwork

A sneak peak of the work that went behind redesigning.