Faryal Zahid
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Case study · SaaS Dashboard

Marketing dashboard redesign

Marketing stakeholders at Ad-Market struggled to interpret campaign data through a noisy, outdated dashboard. I led the research, IA, and UI redesign to surface the few metrics that actually drove decisions.

Role
Lead UX/UI Designer
Timeline
10 weeks
Tools
Figma · Miro · Google Forms · Notion
Final redesigned marketing dashboard on a MacBook Air showing brand reach, ROI, and audience engagement.

The problem

Marketing stakeholders couldn't interpret campaign data quickly. Too many KPIs competed for attention, the hierarchy was flat, and the UI hadn't kept up with the brand. Reviewing a campaign meant scrolling, hunting, and second-guessing — and people stopped trusting the numbers.

My role

  • Led UX research — surveys and a heuristic audit of the existing product
  • Designed the information architecture for the new dashboard
  • Created wireframes, UI layouts, and prototype flows in Figma
  • Delivered annotated Figma files for engineering handoff

Goals

  • Improve clarity and scannability of campaign data
  • Prioritize the metrics that drive day-to-day decisions
  • Reduce friction in core tasks — review and comparison
  • Bring the visual language in line with the brand evolution

Research insights

  • Heuristic evaluation: major violations in visibility, consistency, and flexibility.
  • Surveys: 70% of users felt “overwhelmed” by too many metrics on screen.
  • User interviews: most users only checked 3–4 KPIs regularly.

Key insight: users wanted fewer, clearer metrics — and a view tailored to how they actually worked, not a wall of every available number.

Research synthesis board grouping user pain points and metric usage.
Affinity-mapped findings from the survey and heuristic audit.

Design decisions

Old marketing dashboard UI with ungrouped metrics and inconsistent charts.
The original dashboard — dense, ungrouped, and visually inconsistent.

What the old UI got wrong

  • Metrics lacked grouping or hierarchy
  • Inconsistent data visualization across widgets
  • No way to customize the view

What the new UI does

  • Tab-based navigation segments core workflows
  • Visual status indicators make ad-approval state obvious at a glance
  • Simplified KPI blocks use bold headlines and intentional spacing
  • Toast components with a 6px radius keep micro-interactions calm and consistent
Final dashboard with grouped KPIs, tab navigation, and clearer hierarchy.
The redesigned dashboard — fewer metrics, stronger hierarchy, brand-aligned UI.

Outcome

  • 50% faster task completion in usability testing
  • 3 out of 5 users rated the new flow “very intuitive”
  • Stakeholders called out improved readability and brand alignment

The groundwork

A look at the IA work, wireframes, and design explorations behind the final UI.

Information architecture and wireframes for the dashboard.
Mid-fidelity exploration of the dashboard layout.
High-fidelity component explorations for KPI blocks and toasts.