Focus

Discovery • Research • Systems Thinking

Consolidating 9+ disconnected reporting experiences into a unified dashboard

Context

Internal teams relied on multiple disconnected dashboards and reporting experiences to monitor campaign performance, operational health, and optimization opportunities. I completed discovery on 9+ internal report types to deeply understand the ecosystem to inform the experience direction. Then, I validated concepts with multiple rounds of workshops and usability testing to ensure usefulness, usability and data understandability.

TLDR

Problem: Internal teams manually referenced and aggregated data across multiple fragmented reporting experiences, which made it difficult to tell the holistic story of campaign performance to clients

Solution: Conducted discovery and consolidated reporting workflows into a unified dashboard experience

Impact: Reduced workflow fragmentation, improved reporting consistency, and streamlined operational decision-making

Validation: Multiple cross-functional touch points including: discovery, workshops, and usability testing

Outcome: Established a scalable reporting foundation with a consolidated reporting dashboard in platform. Worked with technical teams to build reusable data visualization components and patterns.

My Role

  • Led end-to-end discovery, research, and UX strategy

  • Engaged stakeholders and cross-functional teams at each phase of the project

  • Audited existing reporting ecosystem to identify redundancies, gaps, and operational pain points

  • Defined information architecture, reporting hierarchy, and experience direction

  • Created scalable dashboard framework and reusable components

Problem

Reporting workflows were fragmented, inconsistent, and difficult to scale

Teams relied on multiple disconnected data sources to answer questions and convey the value of our offerings holistically.

This created:

  • Repeated context switching

  • Confusion around source-of-truth metrics

  • Slower decision-making

Users often needed to:

  • Open multiple dashboards

  • Manually aggregate metrics from multiple sources

  • Risk human error or assumptions

"It’s the job of AEs/AMs and our clients to advocate for KPM investment, and we are making it hard for them to do that by requiring multiple tools be used for a holistic measurement analysis"

Discovery

My job was to deeply understand the reporting landscape and conduct necessary discovery and research sessions to inform a solution

I conducted discovery across 9+ disparate internal reporting experiences to identify:

  • User journeys and workflows

  • Metric definitions, inconsistencies, and gaps

  • Common questions to be answered and decisions to be made

  • Ideal state

Research Activities:

  • Dashboard audits and competitive analysis

  • Stakeholder interviews and synthesis

  • Workshop facilitation: journey mapping & decision mapping

  • Documentation: discovery briefs, readouts, data cards, and executive summaries

Opportunity

Based on discovery, the opportunity was creating a single source for data decision-making

Instead of:

Search → compare → aggregate → act

Enable:

View → understand → decide → act

Goals:

  • Centralize insights across all media performance data to reduce manual effort and workflow fragmentation

  • Improve trust, consistency, and accuracy in reporting

  • Create a scalable dashboard foundation

Concept

I created a series of low-fidelity concepts to gather user feedback before moving into visual refinement.

To validate the direction, I facilitated two rounds of usability testing focused on:

  • Navigation clarity

  • Cognitive load reduction

  • Usefulness and usability

  • Terminology

Feedback from testing helped simplify navigation, inform priorities for further iterations, and create a clearer, more unified reporting experience.

Impact

User Impact

Reduced workflow fragmentation and dashboard switching

Improved trust and consistency across reporting experiences

Lower cognitive load through centralized workflows and standardized terminology

Business Impact

Reduced time spent on manual aggregation of reporting data and risk of human error

Established reusable reporting patterns and scalable dashboard foundations

Considerations

  • Data availability and format

  • Phased approach to drive value in smaller, quicker slices

Outcome

Consolidated 9+ fragmented reporting experiences into a unified dashboard

  • Created 3+ reusable dashboard components and scalable reporting structure

  • Established a clearer data source of truth across teams

  • Improved reporting consistency and workflow continuity through centralized insights

  • Provided a stronger foundation for future reporting and visualization initiatives

Key Takeaway

The biggest opportunity wasn’t creating another reporting tool. It was simplifying fragmented workflows and helping teams make faster, more confident decisions.