UX Design Lead
Design System
Usability Tasting
Datorama
A real-time dashboard for the marketing intelligence platform acquired by Salesforce. Live insights across paid and organic channels, for 120K users and 3K brands.
Role
Marketing Analytics
Duration
UX Design Lead
Product
120K users
#01
Data scattered across platforms
Organic and paid social data lived on separate platforms, making a unified view impossible. Analysts wasted hours consolidating data manually.
#02
No link between spend and impact
Teams worked in silos and businesses couldn't connect marketing spend to real outcomes. Reporting was manual, slow and always out of date.
With CSMs and the product team, I defined three personas: the CMO, the data analyst and the performance marketing manager, and mapped their pain points across the journey. The ask was clear: all the data in one place, organic next to paid, dashboards instead of manual reports, in real time.
When lo-fi testing showed users struggling with the new flow, I built a lightweight design system in Figma and iterated with them through focus groups and sketching sessions.
A real-time dashboard where paid and organic finally live side by side. Users track brand status, campaign performance and net sentiment in one place, and the system analyzes the data and surfaces actionable recommendations for improving performance.
Every dashboard is built from a library of modular components, so each team customizes the layout and depth to its own needs. Behind it sits a design system we developed to keep everything consistent, scalable and fast to extend.
Unified paid and organic data improved attribution and budget allocation. More than 120K users connected the system to their Salesforce environment, and 10 new integrations brought real-time syncing and cross-channel tracking.
