DISCOVER PROJECT

UX Case Study

GrowthOrbit by Aveline

June 2024

This project focused on redesigning two key dashboards for GrowthOrbit by Aveline (Name is representational), developed for the internal analytics team of a top global beauty & cosmetics brand.
The dashboards were business-critical but had become cluttered and hard to use. They looked more like spreadsheets than decision-making tools, forcing users to export data into Excel or PowerPoint for clarity.

Key Responsibilities

Understood user needs and pain points through existing dashboards & team inputs.

Redesigned Media Summary & ROI dashboards for clarity and actionability.

Structured layouts with KPI cards, charts, and drill-down tables.

Refined modular UI components and filters based on internal reviews

Project Scope

Platforms

Desktop

Platforms

Desktop

Platforms

Desktop

Duration

2.5 months

Duration

2.5 months

Duration

2.5 months

Tools Used

Figma, Figjam, Excel And PPT

Tools Used

Figma, Figjam, Excel And PPT

Tools Used

Figma, Figjam, Excel And PPT

Redesign Objective

Media Summary Dashboard

To track revenue, ad spend, ROAS, and contribution by channel.

Media Summary Dashboard

To track revenue, ad spend, ROAS, and contribution by channel.

Media Summary Dashboard

To track revenue, ad spend, ROAS, and contribution by channel.

ASIN ROI Dashboard

To monitor sales opportunities, user actions, and incremental lift.

ASIN ROI Dashboard

To monitor sales opportunities, user actions, and incremental lift.

ASIN ROI Dashboard

To monitor sales opportunities, user actions, and incremental lift.

The task was to redesign two critical dashboards for GrowthOrbit by Aveline.

Identifying the Gaps- The Challenge

Vehicle ownership is often fragmented Users struggle with managing finances, booking maintenance, and tracking orders, leading to frustration and poor engagement. The challenge was to build a single, intuitive digital platform that meets these needs while catering to different customer segments.

User Persona

We began by identifying the two distinct types of users who would rely on this platform daily.

Insight: Managers like Emily need details and filters, while executives like David need summaries and clarity. The redesign had to serve both personas in one system.

Pain Points of Internal Users (Before)

Based on review discussions and analysis of earlier versions, I identified key issues:

No KPI hierarchy

All metrics placed upfront without hierarchy, making it hard to prioritise.

No KPI hierarchy

All metrics placed upfront without hierarchy, making it hard to prioritise.

No KPI hierarchy

All metrics placed upfront without hierarchy, making it hard to prioritise.

Complex filters

Independent dropdowns confused users and caused inconsistent results.

Complex filters

Independent dropdowns confused users and caused inconsistent results.

Complex filters

Independent dropdowns confused users and caused inconsistent results.

Cluttered charts

Small, overlapping visuals made MoM/YoY comparisons unclear.

Cluttered charts

Small, overlapping visuals made MoM/YoY comparisons unclear.

Cluttered charts

Small, overlapping visuals made MoM/YoY comparisons unclear.

Hidden ROI impact

Incremental lift and key performance data only visible in tables.

Hidden ROI impact

Incremental lift and key performance data only visible in tables.

Hidden ROI impact

Incremental lift and key performance data only visible in tables.

Table dominance

Long scrollable tables overshadowed insights and patterns.

Table dominance

Long scrollable tables overshadowed insights and patterns.

Table dominance

Long scrollable tables overshadowed insights and patterns.

Unpolished visuals

Common Issues in Old Dashboards

Unpolished visuals

Common Issues in Old Dashboards

Unpolished visuals

Common Issues in Old Dashboards

Redesign Solution (After)

Media Summary Dashboard

Introduced 4 clear KPI cards (Revenue, Views, Spend, ROAS).

Expanded trend charts with daily/weekly/monthly toggles.

Added bar chart to compare channel contributions (DSP, Sponsored Ads, Organic).

Kept a paginated drill-down table with export option for detail.

ASIN ROI Dashboard

Added summary KPI cards (Opportunities, Actions, Users).

Used donut charts for actions vs implemented, users vs active, potential vs actual lift.

Highlighted incremental lift visually, no longer buried.

Simplified ASIN-level table → focused on CR% and lift.

Result: Dashboards shifted from data dumps to visual storytelling tools.

Iteration Process (Media Summary)

Phase 1 : Restructured layout → KPI → Charts → Table.

Phase 2: Introduced modular card-based design, consistent visual language.

Phase 3: Refined filters, added pagination, ensured export-ready outputs.

Iteration Process (ROI)

Phase 1 : Used area graphs to show trends with KPIs and tables below.

Phase 2: Clearer bar visuals with modular layout and consistent design.

Review & Feedback

During design reviews, I walked the internal team through the redesigned Media Summary dashboard in Figma. The feedback highlighted:

KPIs were now clearer and aligned with business goals.

Contribution charts needed better labelling.

Export option was a must-have for daily users.

Explore the Interface

Every screen crafted to deliver a seamless user experience.

Media Summary Dashboard

The new Media Summary dashboard brings clarity to campaign performance — connecting spend, revenue, and ROI in one view.

KPI cards give executives a quick snapshot of revenue, views, spend, and ROAS.
Contribution charts show which channels (DSP, Sponsored Ads, Organic) drive results.
Trend graphs simplify MoM/YoY comparisons for managers.
Export and filters make reporting faster, reducing Excel dependency.

The impact: Teams now track media efficiency and growth trends without clutter.

Media Summary Dashboard

The new Media Summary dashboard brings clarity to campaign performance — connecting spend, revenue, and ROI in one view.

KPI cards give executives a quick snapshot of revenue, views, spend, and ROAS.
Contribution charts show which channels (DSP, Sponsored Ads, Organic) drive results.
Trend graphs simplify MoM/YoY comparisons for managers.
Export and filters make reporting faster, reducing Excel dependency.

The impact: Teams now track media efficiency and growth trends without clutter.

Media Summary Dashboard

The new Media Summary dashboard brings clarity to campaign performance — connecting spend, revenue, and ROI in one view.

KPI cards give executives a quick snapshot of revenue, views, spend, and ROAS.
Contribution charts show which channels (DSP, Sponsored Ads, Organic) drive results.
Trend graphs simplify MoM/YoY comparisons for managers.
Export and filters make reporting faster, reducing Excel dependency.

The impact: Teams now track media efficiency and growth trends without clutter.

ROI Dashboard

The ROI dashboard makes sales opportunities and incremental lift visible — turning recommendations into measurable outcomes.

KPI cards show sales opportunity, actions, and active users at a glance.
Donut charts highlight gaps between potential vs actual lift.
Detailed ASIN tables display CR% change and incremental revenue impact.
Visual storytelling helps executives see ROI progress instantly.

The impact: Campaign actions are now directly linked to business results.

ROI Dashboard

The ROI dashboard makes sales opportunities and incremental lift visible — turning recommendations into measurable outcomes.

KPI cards show sales opportunity, actions, and active users at a glance.
Donut charts highlight gaps between potential vs actual lift.
Detailed ASIN tables display CR% change and incremental revenue impact.
Visual storytelling helps executives see ROI progress instantly.

The impact: Campaign actions are now directly linked to business results.

ROI Dashboard

The ROI dashboard makes sales opportunities and incremental lift visible — turning recommendations into measurable outcomes.

KPI cards show sales opportunity, actions, and active users at a glance.
Donut charts highlight gaps between potential vs actual lift.
Detailed ASIN tables display CR% change and incremental revenue impact.
Visual storytelling helps executives see ROI progress instantly.

The impact: Campaign actions are now directly linked to business results.

Business Outcomes

Media Summary Dashboard

Gave executives a quick snapshot of revenue, views, spend, and ROAS, while managers could finally track channel-level contribution and monthly trends without scrolling endless tables.

ASIN ROI Dashboard

Made ROI tangible by showing how many recommendations were acted on, and how much incremental lift they generated — a gap that was invisible before.

Reduced Workarounds

Teams no longer needed to export to Excel/PPT for clarity; the dashboards themselves became presentation-ready.

One Design, Two Audiences

Created a structure that works for managers (detail, filters) and executives (clarity, big picture) in the same dashboard.

Media Summary Dashboard

Gave executives a quick snapshot of revenue, views, spend, and ROAS, while managers could finally track channel-level contribution and monthly trends without scrolling endless tables.

ASIN ROI Dashboard

Made ROI tangible by showing how many recommendations were acted on, and how much incremental lift they generated — a gap that was invisible before.

Reduced Workarounds

Teams no longer needed to export to Excel/PPT for clarity; the dashboards themselves became presentation-ready.

One Design, Two Audiences

Created a structure that works for managers (detail, filters) and executives (clarity, big picture) in the same dashboard.

Media Summary Dashboard

Gave executives a quick snapshot of revenue, views, spend, and ROAS, while managers could finally track channel-level contribution and monthly trends without scrolling endless tables.

ASIN ROI Dashboard

Made ROI tangible by showing how many recommendations were acted on, and how much incremental lift they generated — a gap that was invisible before.

Reduced Workarounds

Teams no longer needed to export to Excel/PPT for clarity; the dashboards themselves became presentation-ready.

One Design, Two Audiences

Created a structure that works for managers (detail, filters) and executives (clarity, big picture) in the same dashboard.

What This Project Taught Me

This project gave me a deeper understanding of how global beauty brands like Aveline leverage data to make informed business decisions. It wasn’t just about UI — it was about turning complexity into clarity, designing for scalability, and empowering analytics teams to interpret and act on insights effortlessly.

Media Spend Efficiency

Understood that high ad spends don’t always guarantee growth — efficiency and ROI matter more than volume.

Media Spend Efficiency

Understood that high ad spends don’t always guarantee growth — efficiency and ROI matter more than volume.

Media Spend Efficiency

Understood that high ad spends don’t always guarantee growth — efficiency and ROI matter more than volume.

Revenue Growth Patterns

Learned how different channels (DSP, Sponsored Ads, Organic) contribute uniquely to overall revenue.

Revenue Growth Patterns

Learned how different channels (DSP, Sponsored Ads, Organic) contribute uniquely to overall revenue.

Revenue Growth Patterns

Learned how different channels (DSP, Sponsored Ads, Organic) contribute uniquely to overall revenue.

ROI & Incremental Lift

Discovered the importance of showing actions vs results — linking incremental lift directly to ROI impact.

ROI & Incremental Lift

Discovered the importance of showing actions vs results — linking incremental lift directly to ROI impact.

ROI & Incremental Lift

Discovered the importance of showing actions vs results — linking incremental lift directly to ROI impact.

Business–Design Connection

Realised how UX decisions in dashboards tie directly to business metrics and decision-making.

Business–Design Connection

Realised how UX decisions in dashboards tie directly to business metrics and decision-making.

Business–Design Connection

Realised how UX decisions in dashboards tie directly to business metrics and decision-making.

Thanks for Reading!

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