Dashboard
Klaviyo’s customers needed to understand how their Klaviyo marketing was performing, however the existing reporting tools had low adoption. This case study outlines how I redesigned the dashboard to be more usable and intuitive to users of varying data literacy levels.
Discover
To better understand the existing user painpoints, we interviewed 8 customers, analyzed product usage metrics (Heap), and observed unmoderated user sessions (Fullstory). This research helped us segment our customers according to data literacy (distinct from our usual personas of ARR) and identified the jobs to be done for our spec.
Design
From there, my focus was to design a flexible, customizable, and responsive layout, as well as design data visualizations that were glanceable but thorough. At this point in our company’s history, we did not have a design systems team. My work on this project would ultimately inform our approach to data viz and influence our use of cards and panels across the experience.
Test & iterate
Deliver
Results
4.4%
increase in usage compared to previous dashboard (target: 5%)
39.8%
of adopters return to view within 60 days (target: 50%)
75.2K
Unique users used the dashboard in the last year