Design Challenge
In my role at CounterTEN, I was tasked with building a streamlined, data-driven dashboard to track offers and customer interactions. The goal was to design a tool that would not only monitor metrics like engagement and sales but also provide actionable insights to optimize offer performance and customer satisfaction.
I started by collaborating with stakeholders to understand the core objectives and challenges. My goal was to create a dashboard that would deliver key metrics at a glance, tailored to the needs of both business teams and individual users.
With a clear understanding of requirements, I worked on designing the layout and selecting relevant metrics, ensuring the dashboard was intuitive and easy to navigate. The design was heavily influenced by user-centered principles, aiming to minimize cognitive load while maximizing data clarity.
Implementing Data Connections
I integrated the dashboard with the backend to pull real-time data, automating processes to reduce manual inputs. This step was crucial to providing up-to-date insights, which allowed users to make data-driven decisions quickly.
User Testing and Iteration
After initial setup, I conducted testing sessions to gather feedback on usability. Based on feedback, I refined the dashboard’s features, ensuring users could customize views, apply filters, and export data effortlessly.
Prototypes
The Customers Dashboard was designed to centralize customer data, providing a comprehensive view of engagement metrics and purchase behaviors.
Aggregated customer data into a cohesive layout that included engagement metrics (7 and 30 days), total spend, and # of redemptions.
The Collections Dashboard was focused on managing and tracking the lifecycle of collectible offers, from creation to customer usage.
This helps them quickly access their preferred options and plan meals in advance.
The Scans Dashboard focused on providing granular insights into how customers interacted with offers, tracking scans in real time. This was pivotal for understanding customer engagement and validating the performance of various campaigns.
Incorporated geo-location tagging and timestamps for each scan to provide actionable data on when and where interactions occurred.
The Redemptions Dashboard served to track how effectively offers were being utilized by customers, giving insight into the success rate of promotions.
Included search and export options to simplify reporting and enhance operational efficiency.
The CounterTEN Offer Dashboard wasn’t just a tool—it was a compass. Each prototype, from Scans to Collections, turned raw data into strategic clarity, answering key questions about customer behavior and offer performance. This project taught me that great design simplifies complexity, drives smarter decisions, and predicts future opportunities. Together, these dashboards empowered CounterTEN to act with confidence, turning insights into meaningful action.
