Analytics Dashboard re-design


Understand, improve and refine analytics for top performing partners

The goal for this project was for us to deliver a redesigned analytics dashboard for top performing partners to enable them to understand their website performance and take actions to further Improve it and increase ROI(Return on Investment) and ROAS(Return on Ad spend).


– Product design 
– Interaction design
– User testing


– Web
– Mobile responsive


– Research
– Sketches
– High-fidelity prototype
– Strategy


– Sketch
– Principle

Overview - Why are we doing this?

Google analytics is a bit complex for our target audience to understand, use and take meaningful action after exploring the GA. The current analytics/reporting dashboard that was delivered to our partners out-of-the box is not user-friendly and still didn’t solve the problem of clarity and simplicity of presenting data related pages. Hence we believe: 

– Delivering relevant and delightful features is a factor that, we believe, affects partner satisfaction.

– Enabling partners to understand their current website performance will drive product engagement and push partners to take actions being recommended to them.


Our users

Our users are busy small and medium sized property owners, and they are not experts in managing websites or running marketing campaigns. They believe that they aren’t using WebDirect analytics and the whole product to its fullest potential, but they have no time to learn from articles, videos or attend webinars focused on teaching them how to make good use of this product. They want us to hand hold them and do most of the task for them which we use to do in the past but it’s not sustainable anymore. They seek for more prioritized, personalized and achievable actions to grow their business.

Key research question

How might we help our users understand how their website is performing, and easily take recommended actions in other to improve ROI?


To solve this problem, we’ll need to understand different entry points. The homepage is only one of the many touch points, but it is the most visited page in the back-office and it provides a persistent home base for report summary. Features on the homepage are highly discoverable and can easily link into other areas of the page.

Success metrics

– Qualitative validation (surveys and feedback from users)
– The percentage of users who discover the new analytics dashboard from the homepage
– Time spent in back-office and page views per users
– Actions taken based on recommendations and insights provided


The project took us about six weeks in total. We spent the first week understanding the problem, brainstorming, competitive analysis, coming up with research discussion guides to find out if we were actually solving a real problem, a lot of design concepts, and we narrowed down on one design concept to dive deeper. 

During the second and third week, we gathered research findings and feedback from user-testing, mapped the UX flow, considered different situations and edge cases, and came up with various design mockups. 

I created three design principles that guided the design decisions —

We brainstormed and narrowed down our directions to three concepts. We then showed the three medium-fidelity design mockups to users for only 5 seconds each to mimic the real environment.


Analytics reporting for WebDirect is broken down into three main areas –
– Website performance report
– Visitors behaviour 
– Sales report

The results of testing the three concepts showed that concept 1 had the most positive emotional reactions.  There are a lot of similarities with three concepts presented to users. Particularly we wanted to confirm if they notice the tips and recommendation widget on the other two design concepts but they couldn’t recall seeing it. Overall they loved the direction.

In the end, we decided to combine both approaches to achieve good content recall and emotional resonance but for the first release we went further ahead to keep it more simple and delightful.