Lead product designer
UX researcher
End to end Design
Cross-Team Collaboration, Design Strategy ,
Usability Testing
Prototype
2 product managers
10 engineers
4 Looker BI engineers
Oct.2024 and Ongoing
Despite being a critical tool for tracking campaign effectiveness, the conversion dashboard suffered from low user satisfaction, leading clients to rely on manual data manipulation instead.
Conversion reporting is critical for our largest clients, including station groups and agencies. This dashboard helps them track how effectively their campaigns drive user conversions. However, user satisfaction was consistently low, with data showing poor CSAT scores and frequent feedback about inefficiencies. Instead of leveraging the dashboard, users were downloading raw data to manipulate it elsewhere—losing valuable time and insight in the daunting process.Despite being a critical tool for tracking campaign effectiveness, the conversion dashboard suffered from low user satisfaction, leading clients to rely on manual data manipulation instead.
On a side note, One of the company's major initiatives was to migrate all reporting-related functionalities to Looker, This initiative came with significant performance pressures.To tackle this, design took the lead, balancing business value and technical feasibility. I mapped out the end-to-end user flow and defined key features, ensuring a clear product vision. Additionally, the design shaped the PRD for Product Managers and provided a TDD to align engineers, streamlining execution across teams.
The redesigned conversion dashboard received outstanding feedback from major clients, including Fox and Univision, who highlighted its impressive usability and efficiency gains.
xx% to xx%
Creating the end to end user flows of report generation in collaboration with the product manager handing the designs off to development.
clients now save substantial time and effort by using the dashboard instead of external tools.
driving increased client investment and expanded usage.
As the design lead on this project, I drove the project end-to-end, shaping product decisions and securing its priority as a P0 initiative. Key contributions included:Led the full redesign process, from research and discovery to ideation, validation, iteration, and final development.Dramatically improved reporting efficiency, reducing the time required to create reports by up to 95% while handling 23 dimensional cuts, 30+ metrics, filtering, and scheduled deliveries.Identified and planned high-value opportunities for subsequent phases of report tooling, ensuring long-term scalability.Established a design foundation and framework that future-proofed the dashboard within the larger reporting tool refactor.
Due to NDA restrictions, I cannot share any progress or visuals for the project but feel free to contact me: qinglu.design@gmail.com
