About
Launchmetrics (LM) provides analytics software to fashion, luxury, and beauty brands.
LM offers two analytics products to brands: Insights and Discover. Insights is a dashboarding tool for tracking campaign performance, and Discover is a visual "feed" of all brand mentions across online and print articles.
Problem
Users were losing trust in their data due to backend discrepancies between the two products. To address the increase in support tickets, stakeholders decided to merge Insights into Discover to create a single source of truth.
Impact
Achieved an 80% Dashboard Creation Rate
Designed and tested a custom chart and dashboard creation flow, achieving an 80% task-completion rate.
Achieved an 80% Dashboard Creation Rate
Designed and tested a custom chart and dashboard creation flow, achieving an 80% task-completion rate.
Achieved an 80% Dashboard Creation Rate
Designed and tested a custom chart and dashboard creation flow, achieving an 80% task-completion rate.
Unified Product Vision & Architecture
Led bi-weekly design reviews with the VP of Product and two PMs to align on prototypes, research findings, and the long-term product vision.
Unified Product Vision & Architecture
Led bi-weekly design reviews with the VP of Product and two PMs to align on prototypes, research findings, and the long-term product vision.
Unified Product Vision & Architecture
Led bi-weekly design reviews with the VP of Product and two PMs to align on prototypes, research findings, and the long-term product vision.
Minimized Development Costs with Rapid Prototyping
Pressure-tested internal hypotheses and validated that a 3-level filter hierarchy was non-intuitive for users, leading to a leaner MVP.
Minimized Development Costs with Rapid Prototyping
Pressure-tested internal hypotheses and validated that a 3-level filter hierarchy was non-intuitive for users, leading to a leaner MVP.
Minimized Development Costs with Rapid Prototyping
Pressure-tested internal hypotheses and validated that a 3-level filter hierarchy was non-intuitive for users, leading to a leaner MVP.
Approach
Interviews revealed that power users wanted to create custom dashboards. Lo-fi prototypes of the merger surfaced issues with filtering hierarchies, filter conflicts, and permission levels.
Interviews revealed that power users were frequently exporting data to Excel or Tableau to build custom graphs and tables that were impossible to build in the existing products. To speed up their workflow, they requested the ability to create custom dashboards, charts, and pivot tables within the tool.
I performed a competitive analysis of the tools mentioned during the interviews to identify best practices for building custom dashboards, charts, and tables.
Early prototypes revealed deeper architectural challenges around data storage, filtering hierarchies, and permissions that ultimately led us to revise the roadmap.
We defined three core features of the MVP: Create dashboards, add charts, and export reports.
Constraints
Despite appearing similar on the surface, the products had different interaction patterns, filter bars, and permission levels.
Not all users would be able to build custom dashboards; stakeholders decided this would require a certain permission level. I needed to design for the progressive disclosure of this feature.
Insights' users were accustomed to filters persisting across the lateral navigation; Discover users were not. Merging the tools meant deciding which interaction patterns to keep and which ones to toss, without alienating power users of either product.
Design & Decisions
I redesigned the existing dashboard components to meet web accessibility standards and allow users to check their data at a glance.
The existing dashboard modules did not have appropriate color contrast ratios, making it difficult for users to scan and take action on their data.
Users relied on Insights' default dashboards for monthly reporting. I needed to pull these into Discover and streamline the filter bar behavior.
Interviews and Fullstory session recordings revealed that users were confused by the UI discrepancies between the two products, particularly with the filter bar.
To minimize development costs and UI fragmentation, I pushed for adoption of a single, standardized filter bar that already existed in the design system but had not yet been implemented.
I chose to keep the existing navigation panel to maintain product familiarity.
Outcomes
Usability testing revealed that rolling Insights into Discover and keeping the existing navigation menu and filter bar behavior was a mistake.
After testing prototype #1 with users, it became apparent that users did not have a clear mental model for how filters should persist across the Feed and Dashboard tabs.
"Now that I understand that it's a different dashboard, I wouldn't expect to have the same filter."
"What I'm expecting is that if I'm working on Feeds, I will have the same filter configuration on the Dashboards."
While all users expected filters to persist across the feed and default dashboards, zero users expected filters to persist across the custom dashboards.
The majority of users were able to create a custom dashboard, add charts, and share the dashboard with a client.
"I really like the Add Content at the top, and the fact that it had a selection of different charts that I could choose from. I felt like it was very straightforward."
The dashboard creation flow performed well, so I circled back to the navigation and filter bar. An entirely new design was suddenly in the cards.
I spent my final three weeks working closely with PMs and VPs to design an entirely new navigation and filter bar pattern for Discover, heavily inspired by insights from the competitive analysis.
Learnings
Stepping into a solo design role for this merger taught me that clear communication is as vital as the design itself.
The complexity of LM's B2B SaaS ecosystem was a welcome challenge, and this merger was a great opportunity to grow my leadership and communication skills. I was especially grateful for my two incredible PMs, who knew the products inside and out and were always willing to hop on a call and answer questions regarding technical constraints and previous initiatives.
About
Launchmetrics (LM) provides analytics software to fashion, luxury, and beauty brands.
LM offers two analytics products to brands: Insights and Discover. Insights is a dashboarding tool for tracking campaign performance, and Discover is a visual "feed" of all brand mentions across online and print articles.
Problem
Users were losing trust in their data due to backend discrepancies between the two products. To address the increase in support tickets, stakeholders decided to merge Insights into Discover to create a single source of truth.
Impact
Achieved an 80% Dashboard Creation Rate
Designed and tested a custom chart and dashboard creation flow, achieving an 80% task-completion rate.
Achieved an 80% Dashboard Creation Rate
Designed and tested a custom chart and dashboard creation flow, achieving an 80% task-completion rate.
Achieved an 80% Dashboard Creation Rate
Designed and tested a custom chart and dashboard creation flow, achieving an 80% task-completion rate.
Unified Product Vision & Architecture
Led bi-weekly design reviews with the VP of Product and two PMs to align on prototypes, research findings, and the long-term product vision.
Unified Product Vision & Architecture
Led bi-weekly design reviews with the VP of Product and two PMs to align on prototypes, research findings, and the long-term product vision.
Unified Product Vision & Architecture
Led bi-weekly design reviews with the VP of Product and two PMs to align on prototypes, research findings, and the long-term product vision.
Minimized Development Costs with Rapid Prototyping
Pressure-tested internal hypotheses and validated that a 3-level filter hierarchy was non-intuitive for users, leading to a leaner MVP.
Minimized Development Costs with Rapid Prototyping
Pressure-tested internal hypotheses and validated that a 3-level filter hierarchy was non-intuitive for users, leading to a leaner MVP.
Minimized Development Costs with Rapid Prototyping
Pressure-tested internal hypotheses and validated that a 3-level filter hierarchy was non-intuitive for users, leading to a leaner MVP.
Approach
Interviews revealed that power users wanted to create custom dashboards. Lo-fi prototypes of the merger surfaced issues with filtering hierarchies, filter conflicts, and permission levels.
Interviews revealed that power users were frequently exporting data to Excel or Tableau to build custom graphs and tables that were impossible to build in the existing products. To speed up their workflow, they requested the ability to create custom dashboards, charts, and pivot tables within the tool.
I performed a competitive analysis of the tools mentioned during the interviews to identify best practices for building custom dashboards, charts, and tables.
Early prototypes revealed deeper architectural challenges around data storage, filtering hierarchies, and permissions that ultimately led us to revise the roadmap.
We defined three core features of the MVP: Create dashboards, add charts, and export reports.
Constraints
Despite appearing similar on the surface, the products had different interaction patterns, filter bars, and permission levels.
Not all users would be able to build custom dashboards; stakeholders decided this would require a certain permission level. I needed to design for the progressive disclosure of this feature.
Insights' users were accustomed to filters persisting across the lateral navigation; Discover users were not. Merging the tools meant deciding which interaction patterns to keep and which ones to toss, without alienating power users of either product.
Design & Decisions
I redesigned the existing dashboard components to meet web accessibility standards and allow users to check their data at a glance.
The existing dashboard modules did not have appropriate color contrast ratios, making it difficult for users to scan and take action on their data.
Users relied on Insights' default dashboards for monthly reporting. I needed to pull these into Discover and streamline the filter bar behavior.
Interviews and Fullstory session recordings revealed that users were confused by the UI discrepancies between the two products, particularly with the filter bar.
To minimize development costs and UI fragmentation, I pushed for adoption of a single, standardized filter bar that already existed in the design system but had not yet been implemented.
I chose to keep the existing navigation panel to maintain product familiarity.
Outcomes
Usability testing revealed that rolling Insights into Discover and keeping the existing navigation menu and filter bar behavior was a mistake.
After testing prototype #1 with users, it became apparent that users did not have a clear mental model for how filters should persist across the Feed and Dashboard tabs.
"Now that I understand that it's a different dashboard, I wouldn't expect to have the same filter."
"What I'm expecting is that if I'm working on Feeds, I will have the same filter configuration on the Dashboards."
While all users expected filters to persist across the feed and default dashboards, zero users expected filters to persist across the custom dashboards.
The majority of users were able to create a custom dashboard, add charts, and share the dashboard with a client.
"I really like the Add Content at the top, and the fact that it had a selection of different charts that I could choose from. I felt like it was very straightforward."
The dashboard creation flow performed well, so I circled back to the navigation and filter bar. An entirely new design was suddenly in the cards.
I spent my final three weeks working closely with PMs and VPs to design an entirely new navigation and filter bar pattern for Discover, heavily inspired by insights from the competitive analysis.
Learnings
Stepping into a solo design role for this merger taught me that clear communication is as vital as the design itself.
The complexity of LM's B2B SaaS ecosystem was a welcome challenge, and this merger was a great opportunity to grow my leadership and communication skills. I was especially grateful for my two incredible PMs, who knew the products inside and out and were always willing to hop on a call and answer questions regarding technical constraints and previous initiatives.
About
Launchmetrics (LM) provides analytics software to fashion, luxury, and beauty brands.
LM offers two analytics products to brands: Insights and Discover. Insights is a dashboarding tool for tracking campaign performance, and Discover is a visual "feed" of all brand mentions across online and print articles.
Problem
Users were losing trust in their data due to backend discrepancies between the two products. To address the increase in support tickets, stakeholders decided to merge Insights into Discover to create a single source of truth.
Impact
Achieved an 80% Dashboard Creation Rate
Designed and tested a custom chart and dashboard creation flow, achieving an 80% task-completion rate.
Achieved an 80% Dashboard Creation Rate
Designed and tested a custom chart and dashboard creation flow, achieving an 80% task-completion rate.
Achieved an 80% Dashboard Creation Rate
Designed and tested a custom chart and dashboard creation flow, achieving an 80% task-completion rate.
Unified Product Vision & Architecture
Led bi-weekly design reviews with the VP of Product and two PMs to align on prototypes, research findings, and the long-term product vision.
Unified Product Vision & Architecture
Led bi-weekly design reviews with the VP of Product and two PMs to align on prototypes, research findings, and the long-term product vision.
Unified Product Vision & Architecture
Led bi-weekly design reviews with the VP of Product and two PMs to align on prototypes, research findings, and the long-term product vision.
Minimized Development Costs with Rapid Prototyping
Pressure-tested internal hypotheses and validated that a 3-level filter hierarchy was non-intuitive for users, leading to a leaner MVP.
Minimized Development Costs with Rapid Prototyping
Pressure-tested internal hypotheses and validated that a 3-level filter hierarchy was non-intuitive for users, leading to a leaner MVP.
Minimized Development Costs with Rapid Prototyping
Pressure-tested internal hypotheses and validated that a 3-level filter hierarchy was non-intuitive for users, leading to a leaner MVP.
Approach
Interviews revealed that power users wanted to create custom dashboards. Lo-fi prototypes of the merger surfaced issues with filtering hierarchies, filter conflicts, and permission levels.
Interviews revealed that power users were frequently exporting data to Excel or Tableau to build custom graphs and tables that were impossible to build in the existing products. To speed up their workflow, they requested the ability to create custom dashboards, charts, and pivot tables within the tool.
I performed a competitive analysis of the tools mentioned during the interviews to identify best practices for building custom dashboards, charts, and tables.
Early prototypes revealed deeper architectural challenges around data storage, filtering hierarchies, and permissions that ultimately led us to revise the roadmap.
We defined three core features of the MVP: Create dashboards, add charts, and export reports.
Constraints
Despite appearing similar on the surface, the products had different interaction patterns, filter bars, and permission levels.
Not all users would be able to build custom dashboards; stakeholders decided this would require a certain permission level. I needed to design for the progressive disclosure of this feature.
Insights' users were accustomed to filters persisting across the lateral navigation; Discover users were not. Merging the tools meant deciding which interaction patterns to keep and which ones to toss, without alienating power users of either product.
Design & Decisions
I redesigned the existing dashboard components to meet web accessibility standards and allow users to check their data at a glance.
The existing dashboard modules did not have appropriate color contrast ratios, making it difficult for users to scan and take action on their data.
Users relied on Insights' default dashboards for monthly reporting. I needed to pull these into Discover and streamline the filter bar behavior.
Interviews and Fullstory session recordings revealed that users were confused by the UI discrepancies between the two products, particularly with the filter bar.
To minimize development costs and UI fragmentation, I pushed for adoption of a single, standardized filter bar that already existed in the design system but had not yet been implemented.
I chose to keep the existing navigation panel to maintain product familiarity.
Outcomes
Usability testing revealed that rolling Insights into Discover and keeping the existing navigation menu and filter bar behavior was a mistake.
After testing prototype #1 with users, it became apparent that users did not have a clear mental model for how filters should persist across the Feed and Dashboard tabs.
"Now that I understand that it's a different dashboard, I wouldn't expect to have the same filter."
"What I'm expecting is that if I'm working on Feeds, I will have the same filter configuration on the Dashboards."
While all users expected filters to persist across the feed and default dashboards, zero users expected filters to persist across the custom dashboards.
The majority of users were able to create a custom dashboard, add charts, and share the dashboard with a client.
"I really like the Add Content at the top, and the fact that it had a selection of different charts that I could choose from. I felt like it was very straightforward."
The dashboard creation flow performed well, so I circled back to the navigation and filter bar. An entirely new design was suddenly in the cards.
I spent my final three weeks working closely with PMs and VPs to design an entirely new navigation and filter bar pattern for Discover, heavily inspired by insights from the competitive analysis.
Learnings
Stepping into a solo design role for this merger taught me that clear communication is as vital as the design itself.
The complexity of LM's B2B SaaS ecosystem was a welcome challenge, and this merger was a great opportunity to grow my leadership and communication skills. I was especially grateful for my two incredible PMs, who knew the products inside and out and were always willing to hop on a call and answer questions regarding technical constraints and previous initiatives.