Insight Dashboard
Designed a retail insight dashboard that turns data into action
2024.01 – 2024.06
📐 Scalable Design
🗺️ Roadmap Management
🧩 Problem Definition
💼 Business Impact
Project
Overview
The Insight Dashboard was more than a data visualization tool — it was a decision-enabling platform that helped retail brands derive actionable sales insights from real-time online–offline integrated data.
Grounded in the understanding that every operational effort ultimately aims at sales growth,
the dashboard was designed to answer a core question:
“What actions should brands take, and which data helps them decide faster?”
It consisted of three key features:
Insight Summary — A unified overview of sales, product, inventory, and customer indicators.
Custom Chart View — Allows brands to create personalized reports by visualizing selected KPIs.
Custom Table View — Enables users to filter, segment, and save up to five customized real-time sales tables.
Strategy Alignment
This project marked the foundation of aft’s long-term strategy: data-driven decision automation. By shifting from merely displaying metrics to enabling brands to generate their own insights and adjust strategies in real time, the dashboard transformed aft from an operational tool into a business growth platform.
Stakeholders
Collaborated with the following cross-functional teams:
Engineering (Back-end / Front-end): Designed integrated data pipelines and real-time APIs.
Design Team: Created data visualization.
CX Team: Defined brand-specific KPIs and insight structure.
Pilot Brand Partners: Provided real-world feedback based on live sales data.
My Role
I led both the strategic and UX aspects of the project :
Defined core metrics and data priorities aligned with sales growth objectives
Designed the information architecture and end-to-end UX flow
Planned and structured the policies behind custom views and reporting logic
Facilitated cross-team collaboration across data, CX, and design functions
Led pilot testing and quantitative feedback collection with partner brands
Problem
& Goals
Problem
Observation
Brands using Aft relied on multiple disconnected tools—POS, e-commerce admin, and spreadsheets—to manage sales, inventory, and product performance. Fragmented data made it nearly impossible to see a holistic view of the business or analyze correlations across metrics, and for most teams, “analyzing data” and “driving sales” were treated as entirely separate tasks.
Analysis
Through user interviews (12 brands, across operations and marketing roles, we uncovered consistent behavioral patterns and pain points in how users interacted with data.
Key insights:
There’s plenty of data, but it doesn’t lead to action
Users checked dashboards daily but struggled to identify where to start.
We care more about the why than the numbers
They needed causal insights, not descriptive analytics.
Every action ultimately ties back to sales
Reports were only valuable if they contributed to measurable revenue improvement.
Excel is still the main tool
Users continued exporting and manually manipulating data, highlighting a workflow disconnect across systems.
These findings revealed that the true issue wasn’t the quantity of data, but the absence of a structure that transforms data into actionable insights.
Definition
We defined the problem as:
“How might we enable brands to independently derive sales-driving insights from real-time integrated data — without complex setup or analytical expertise?”
⚡️ The Challenge
The challenge was to integrate real-time online–offline data while accommodating each brand’s unique KPIs and analytical depth. At the same time, the product needed to remain simple and action-oriented, delivering insights that are immediately understandable and directly tied to business action.
Goal
The goal was to build a dashboard that allows brands to analyze sales, product, inventory, and customer data in real time and gain immediate, actionable insights without technical complexity. This transformed Aft from an operational tool into a sales-driven decision platform for retail brands.
Execustion
& Process
Design Process
Research
Interviewed brand operators to analyze tools, workflows, and KPIs in daily operations.
dentified a core need: “We want to spend more time acting on insights, not interpreting data.”
Define
Prioritized data by actionability toward sales growth, not visibility.
Established an Insight Framework mapping key metrics to business actions.
Design
Visualized the link between data and decisions through three UX modules:
IService architecture redesign, UX/UI overhaul, DB modeling
Architecture diagram, wireframes & storyboards
Deliver & Validate
Conducted A/B tests with three pilot brands using live data to measure accuracy, performance, and user engagement
The Insight Dashboard was more than a data visualization tool — it was a decision-enabling platform that helped retail brands derive actionable sales insights from real-time online–offline integrated data.
Grounded in the understanding that every operational effort ultimately aims at sales growth,
the dashboard was designed to answer a core question:
“What actions should brands take, and which data helps them decide faster?”
It consisted of three key features:
Insight Summary — A unified overview of sales, product, inventory, and customer indicators.
Custom Chart View — Allows brands to create personalized reports by visualizing selected KPIs.
Custom Table View — Enables users to filter, segment, and save up to five customized real-time sales tables.
Strategy Alignment
This project marked the foundation of aft’s long-term strategy: data-driven decision automation. By shifting from merely displaying metrics to enabling brands to generate their own insights and adjust strategies in real time, the dashboard transformed aft from an operational tool into a business growth platform.
Stakeholders
Collaborated with the following cross-functional teams:
Engineering (Back-end / Front-end): Designed integrated data pipelines and real-time APIs.
Design Team: Created data visualization.
CX Team: Defined brand-specific KPIs and insight structure.
Pilot Brand Partners: Provided real-world feedback based on live sales data.
My Role
I led both the strategic and UX aspects of the project :
Defined core metrics and data priorities aligned with sales growth objectives
Designed the information architecture and end-to-end UX flow
Planned and structured the policies behind custom views and reporting logic
Facilitated cross-team collaboration across data, CX, and design functions
Led pilot testing and quantitative feedback collection with partner brands
Results
& Impact
Outcome
Through the aft 2.0 renewal, the platform evolved from a store-based POS service into a brand-level omnichannel SaaS ecosystem.
The renewal significantly improved operational efficiency, product stability, and user satisfaction, producing measurable gains in customer experience, development productivity, and team collaboration.
By integrating inventory, payment, and store management processes, aft resolved the long-standing fragmentation between online and offline operations. This enabled real-time brand-level control and positioned Aft as a unified platform where all sales channels can be managed in one place.
Impact
& Success Metrics
Post-launch, brands demonstrated measurable improvements in data-driven execution efficiency and sales insight adoption. By replacing manual Excel-based analysis with real-time platform insights, they achieved faster workflows and higher operational engagement.
