My Approach

I kicked off with discovery workshops, aligning stakeholders on what “insight” really meant to them. Marketing wanted clarity. Contract managers wanted efficiency. I translated these goals into user needs and started sketching low-fidelity concepts to validate structure and flow before investing time in polish.

I partnered closely with our BI developer to understand Power BI’s strengths and limitations. That helped avoid dead ends and focus on what was technically achievable early on.

Key Design Decisions

The toughest design challenge was around language. Dashboard success hinged on clear, unambiguous terminology, titles, filters, table headers, all had to be instantly understandable to teams with varying technical fluency. We did card sorting exercises using Optimal Workshop to ensure that the taxonomy used was in line with what our users would call different data points.

I focused on hierarchy, structure, and usability, avoiding pretty images until the end of the design process.

The Outcome

After multiple iterations and design reviews, we launched a 3-page Power BI dashboard that showed:

• Account-level usage insights
  
  

• Page views and session durations per account
  
  

• Feature-level breakdowns (e.g., what Tesco actually uses)
  
  

• Time-based graphs to track engagement trends

Users could drill down into specific accounts or filter across all data. Contract managers could see what features needed promoting. Marketing could target campaigns. And the dev team finally had visibility into what mattered most.