Created a reporting experience that turned scattered data into actionable insights — protecting revenue, boosting B2B sales, and winning back competitive ground.
My Role: Lead UX & UI Designer
Timeline: Dec 2024 - Feb 2025
Tools Used: Figma
Project Summary
The Problem
Competitors were winning deals with sleek reporting UIs, even though UWorld had more data. Our users couldn’t find or act on insights because information was fragmented across the product.
The Solution
Designed a unified reporting interface with customizable reports and actionable insights at the top. Users could see high-yield metrics immediately, then scroll into detailed visual breakdowns.
The Impact
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↑ Increased B2B sales 15% attributed to new reporting feature + marketing campaign
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↑ Increased Reporting feature adoption by 40%
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↓ Decreased Time-to-insight by 30%
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Strengthened client retention by offering actionable clarity instead of raw data
Context & Problem
The CEO tasked me with solving an urgent business threat: competitors were taking deals because they offered modern, easy-to-read reporting dashboards.
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UWorld had more data than anyone, but it was scattered across the product.
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Users had to collect data manually and figure out what it meant themselves.
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The result: frustrated users, lost deals, and declining B2B revenue.
My Role & Responsibilities
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Lead UX Designer directly reporting to the CEO for this initiative.
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Owned research, prototyping, design system integration, and stakeholder alignment.
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Collaborated with B2B clients, PMs, engineers, and marketing to ensure adoption.
Key Insights:
Users didn’t want more data — they wanted clarity, customization, and actionability.
Design Process & Iteration
Research & Insights
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Stakeholder interviews: Clients loved competitor dashboards because they were easy to use, not because of better data.
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User testing: Faculty wanted actionable summaries upfront with the option to dig deeper.
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Competitive analysis: Sleek visual design and customization were the differentiators.
Iteration
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Prototyped multiple layouts: KPI-first vs. chart-first.
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Tested with faculty and admins: 80% preferred KPI-first hierarchy.
Simplified Flow
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Worked with engineering to consolidate 10+ fragmented data points into a single reporting experience.
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Partnered with marketing to develop launch content showcasing reporting as a competitive differentiator.
Final Solution
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Customizable Reporting: Users could select exactly which metrics to view and generate tailored reports.
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Actionable Insights Panel: Top of dashboard showed highest-yield metrics (overall performance, risk factors, top problem areas).
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Drill-Down Visuals: Scroll for full performance breakdowns with interactive charts.
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Ease of Use: One clean interface replaced scattered reporting tools.
Outcome & Impact
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↑ Increased B2B sales 15% attributed to new reporting feature + marketing campaign
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↑ Increased Reporting feature adoption by 40%
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↓ Decreased Time-to-insight by 30%
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Strengthened client retention by offering actionable clarity instead of raw data
Reflection & Next Steps
Lesson Learned: Competing in enterprise SaaS isn’t just about having the most data — it’s about delivering clarity, customization, and actionability.
Next Steps
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Integrate predictive analytics and AI alerts into reporting.
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Expand customization for additional verticals (CPA, MCAT, nursing).
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Continue using design + marketing alignment as a strategic lever against competition.
This project proved how design leadership can transform scattered data into actionable clarity — protecting revenue, delighting users, and driving competitive advantage.