Insight

About Project

INSIGHT is a marketing attribution and performance analytics platform for e-commerce brands. The product handles real-time campaign data across multiple channels — complex performance tables, live metrics, multi-dimensional filters, and data visualizations that help merchants understand where their ad spend actually works.

The design challenge was managing dense, fast-changing analytical data without overwhelming the user. The platform serves different roles — marketers, analysts, and operators — each needing a different level of depth from the same underlying data.

My Role & Activities

• Running discovery — stakeholder alignment, user interviews, and competitive analysis to frame the design
• Synthesizing research into personas, journey maps, and role-based workflows
• Information architecture and user flows for multi-role navigation and data hierarchies
• Wireframing, prototyping, and usability testing — validating flows and iterating on feedback
• Designing data-heavy interfaces — dynamic tables, filters, chart views, and state indicators
• Building and maintaining a scalable component library with consistent states and tokens
• Dev handoff with clean Figma files — auto layout, components, tokens, all states

Outcome

A clear, confident product interface that makes dense marketing data easy to read and act on. Complex attribution flows broken down into focused, navigable screens. A consistent design system that lets the team ship new features without re-solving solved problems, even as the data model grows in complexity.