🤔 Objective
To provide resellers with a centralized dashboard in Storefront Manager that displays key performance information such as sales performance, customer counts, and domain registration activity in a clear, high-level view. Over time, the dashboard should be scalable to include additional services and metrics as Storefront expands.
⛔️ Problem
Currently, resellers lack an at-a-glance way to monitor the performance of their storefronts. Critical insights like sales trends, customer activity, and domain registrations are difficult to access without running manual queries or reports. This creates inefficiency, delays decision-making, and reduces resellers’ ability to identify opportunities or issues quickly.
✅ Solution
Deliver a user-friendly, high-level dashboard within Storefront Manager that summarizes key performance indicators (KPIs). The dashboard should empower resellers to:
- Quickly assess overall storefront performance.
- Identify trends and changes in customer and sales activity.
- Make data-driven decisions more efficiently.
- Easily expand to include new metrics as additional Storefront services are introduced.
Resellers need quick, actionable insights into how their storefronts are performing without having to dig through reports or run complex queries. They want a single place where they can monitor key metrics like sales, customer growth, and domain registration activity at a glance. By surfacing this information in a clear and intuitive dashboard, we can help them identify trends, make timely business decisions, and ultimately grow their storefronts with confidence.
After the kickoff meeting and in-depth discussions with Product Managers to fully understand the problem space and feature goals, I began exploring the competitive landscape to identify core dashboard functionality. I conducted a quick visual analysis to categorize key metrics that could be surfaced to resellers and inform our design decisions. From there, I translated the requirements into initial wireframes, laying the foundation for a user-centered dashboard experience.
I started by exploring dashboards across different products to understand how they organize and visualize performance data. I focused on information hierarchy, metric prioritization, and clear visual cues, identifying patterns that make insights easy to grasp at a glance.
From there, I defined the core metrics for resellers which are: domains, customer counts, earnings, and recent activity. I then experimented with layouts and visualizations that communicate trends clearly without clutter. This research informed the dashboard’s information architecture and design, resulting in a scalable, high-level view that lets resellers quickly assess performance, spot opportunities, and make data-driven decisions, all in one place.
With a clear grasp of business goals, user pain points, and core metrics, I jumped into Figma to start low- to mid-fidelity wireframes. I approached it like assembling a puzzle, organizing key metrics which were domains, customer activity, and earnings, in a way that was clear, intuitive, and scalable.
During iterations, I explored a wide range of design options, then narrowed them down by categorizing ideas as mild, medium, or spicy, which helped gather focused feedback and clarify constraints. I incorporated input from designers, researchers, developers, and stakeholders, refining layouts, hierarchy, and interactions each time. This iterative approach ensured the dashboard balanced user needs, business goals, and technical feasibility, resulting in a design that lets resellers quickly grasp performance and make data-driven decisions with ease.
Once the team aligned on direction and I had incorporated feedback, I moved forward with finalizing the experience in high-fidelity designs in Figma. I then built an interactive prototype to present a full UX walkthrough to the broader team, including developers, ensuring clarity before handoff. To support implementation, I documented detailed design specs, responsive behaviors for tablet and mobile, and edge cases such as errors and empty states. This ensured the solution was not only visually polished but also practical, scalable, and ready for development, bridging the gap between design vision and technical execution.
Within the first three months of launch, the dashboard drove measurable impact: a 40% reduction in support tickets related to performance reporting, a 25% increase in reseller logins, and higher engagement with key metrics like customer activity and domain registrations. Resellers shared that having insights at a glance made it easier to spot trends and act quickly without running manual reports.
The impact was recognized at the highest levels, both the VP of Product and the CEO called the dashboard one of the most successful product launches of the year.
Next, we’re partnering with research to analyze usage patterns and collect feedback on additional KPIs. This ongoing work ensures the dashboard continues to scale with Storefront, offering even more actionable insights to resellers.
