The goal was to design a unified dashboard that brings together data from GA4, Google Search Console, CallRail, and the client’s CRM into a single, cohesive view.
The system lets teams filter KPIs, lead sources, and phone calls across platforms while supporting client specific metrics. Accurate UTM to CRM mapping ensures reliable attribution and clean data flow, helping teams identify gaps and make confident decisions.
A U.S.-based digital marketing and communications agency specializing in data-driven growth, performance marketing, and strategic brand development for B2B and enterprise clients.
The existing dashboard experience did not meet brand standards or match the quality of comparable products in the market. Inconsistent UI & color usage resulted in a fragmented experience & weakened brands product identity.
The core question we needed to answer:
Does the dashboard help users understand their data effortlessly, or does it only look visually appealing?
The goal was to revamp the existing website to:
The process began by understanding user needs and key metrics, followed by a UX and data audit to uncover usability gaps. Insights were used to design a scalable dashboard structure and clear data visualizations, which were refined through ongoing validation and iteration.
Design is never final. Post-launch insights, data, and feedback continuously shape future iterations.
Inconsistent data visualization patterns across dashboards
Weak visual hierarchy made critical metrics hard to scan
Charts prioritized volume over insight, increasing cognitive load
Similar metrics appeared in multiple places with different contexts
Limited filtering & comparison reduced exploratory analysis
Dashboards reported data but did not guide decisions
Dashboard Architecture & Decision Flow
LEVEL 1 — EXECUTIVE OVERVIEW
Executive Overview (GA4 Summary)
DRILL-DOWNS
LEVEL 2 — CHANNEL PERFORMANCE
Paid Media Overview
DRILL-DOWNS
LEVEL 2 — CHANNEL PERFORMANCE
Display Overview
DRILL-DOWNS
LEVEL 3 — OPTIMIZATION & CONTROL
Account Pacing
DRILL-DOWNS
LEVEL 3 — OPTIMIZATION & CONTROL
KPI Pacing
DRILL-DOWNS
Landing Page Performance
Conversion Rate Impressions Cost Per Click
Keywords Heatmap
Click-through Rate Quality Score Position Trends
Video Performance
View-through Rate Engagement Completion Rate
UX Focus: Clear hierarchy and fast scannability
UX Focus: Time context & comparison for decision-making
UX Focus: Reduced cognitive load through clear progression
UX Focus: Insight-first design with scalable system thinking
Where usability, scalability, and system constraints surfaced gaps
Some visual patterns didn’t adapt well as data volume increased, leading to clutter and reduced readability at scale.
Certain design ideas were difficult to implement due to Looker Studio’s layout, interaction, and customization limitations.
Some metrics were overemphasized when simpler, more scannable visuals would have worked better.
Scalability and feasibility considerations became clearer as designs were tested against real data and platform limits.
Identifying these gaps helped refine the approach, ensuring future iterations balance clarity, scalability, and platform constraints more effectively.
Collected feedback focused on insight clarity, ease of scanning, and decision speed without additional explanation.
Identified which metrics drove action versus friction, then reduced visual density and deprioritized secondary metrics.
Refined patterns to scale reliably across datasets and clients, aligning the dashboard with actual usage behavior rather than assumptions.
Iteration was guided by observed user behavior and platform constraints. Design decisions prioritized clarity and scalability over visual preference.
Validate scalability and Looker Studio constraints earlier with live data
Stress-test visual patterns against extreme data cases sooner
Prioritize decision clarity over visual variation from the first iteration
This project reinforced how I approach dashboard design. I start with clear intent, validate ideas through real usage, and build systems that scale with both data and decision making.
